Digital Signage is another one of those technology changes which is starting to make a major impact on the ICB market. Almost all ICB businesses can find a solution to meet their marketing needs as well as their pocket book. No one should hand writing signs, producing signs using a label printing system or paying a local printer any longer. There are now a number of reasonably priced digital signage systems on the market and knowing how to find them is important to learn. That is not to say that shelf labels or small sale pricing signs in the lane are gone. While there are manufacturers who are producing digital shelf labels, the cost of these systems has not yet come down sufficiently to be justified by most ICB businesses.
Your digital sign system can be as simple as a free software application, a few graphic display terminals and a network media player, and you will be all set. Or you can go to a full-blown system with numerous intelligent displays in each department of your store, both sales and customer support. Smart display terminals can be from 7” on up to 300” and they can have very sophisticated application, which is constantly changing the message and application usage. For that matter, a manufacture just introduced a digital “mirror” sign, which allows a customer to stand in front of the mirror with a potential new dress or other like items and as the customer is seeing how it looks and trying to decide to buy. The sign will actually make suggestions for related accessories to purchase if you like the item you are trying on.
The bottom line is, digital signage is going to become a process you are going to want to have as part of your technology implementation program because it is going to provide so many new opportunities that are going to help improve your sales, marketing, customer service and general operations of your business.
Getting started may be a 30” graphic monitor in your store’s front window letting folks know that you are open or closed along with a message of some special sales event you have going on. However, like all use of technology, before getting started you want to spend some time thinking about and getting advice on what your overall plan may be over the next year or two. You first want to be somewhat educated as to what digital signage is today and how it is expected to grow. You don’t want to go out and buy hardware that has no growth potential because then your long-term plan could be costly and not justified in the first place.
It may be to your advantage to contact a technology strategist to determine what your present alternatives are and to help understand what may be a good way to get started. Call us if you think we can help. We are always happy to hear from our readers and answer any questions you may have.