Digital Signage (DS) is another example of how the digital revolution is changing the way consumers shop and retail as such.

Previously, we have written about other terms that have recently entered the vocabulary of modern commerce. We are referring to “phygital” and “omnichannel”. 

If you are not yet familiar with them, go ahead and read them:  (Phygital), (Omnichannel). To make it easier for you to distinguish between the two approaches, we have also created a text discussing the similarities and differences between “phygital” and “omnichannel”, which is also worth reading. You can find it here:

So, let’s move on to the clou of today’s entry.

Digital Signage – what is it exactly?

Simply put, it is a system for visualising content on screens using digital technology. This method is used in advertising and visual communication. It involves displaying dynamic multimedia content on LCD, LED, plasma screens, or projectors. 

The system itself consists of content management software, display hardware and a transmission network to remotely manage the content and update the displayed messages.

Digital Signage in retail

DS is becoming an increasingly popular tool in retail. It is being used for a variety of purposes.

The first, and most obvious, is product advertising. This system allows high-quality product images and videos, as well as animations, to be displayed to attract customers’ attention and encourage purchase.

A second use of this technology is to present offers and promotions to customers in a dynamic way. Displaying information about current promotions, discounts and special offers can help to increase sales.

The third purpose for which the digital content presentation system is used is to provide consumers with information about products, their features, specifications, as well as reviews. This helps them to make informed purchasing decisions

Also included in this group are digital price tags placed on shop shelves. These are small LCD screens or e-paper displays that are placed on the shelves to display product information such as the product name, price, description or barcode.

Digital price tags are becoming increasingly popular in retail as they allow you to quickly update product information and easily manage prices and promotions. With digital price lists, the need to manually print and replace paper labels can be avoided, saving time and costs.

In addition, digital price tags allow additional product information to be displayed, such as images or videos, helping customers to make purchasing decisions. The ability to easily personalise content on digital price tags allows shops to tailor information to customers’ needs and provide a more comprehensive service.

Another benefit is the presentation of tips on what products the customer can match with those already in his or her basket. For example, it can be about what accessories go with a particular product, what products are best for a particular skin type, and so on. In fact, the possibilities are endless and depend only on the invention of the outlet manager and the sales targets of the retail chain. It is the perfect tool to facilitate cross-selling!

A fifth benefit that retailers can derive from this technology is improved customer service. The presentation of a map of the shop, information on the location of specific products or information on waiting times in the checkout queue – all of these have a positive impact on the customer’s shopping experience and reduce the frustration that often accompanies us during shopping.

A Sixth and final benefit is that DS is a great internal communication channel for employees to display information on training, schedule changes, etc.

All of these elements can help to improve the customer experience, increase sales, and make the retail shop more efficient.

Perfecta has experience designing store furniture incorporatin digital signage technology

Digital Signage in Perfecta

As a producer of retail furniture, Perfecta has extensive experience in implementing DS technology into our projects. Over-the-counter feeders or tobacco backwalls are just two of many examples of how to highlight a brand’s products in the shop in a simple and attractive way. 

For brands that decide early on to “get in” with this technology, the benefit is great. For the time being, it is not yet ubiquitous in shops, so their messages are not lost in a flood of other, similar ones, and customers look with interest at their content displayed on retail furniture.

Sounds promising?
Get back to us, outline your needs and we’ll see what we can do!
Until we hear from you!

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