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Technology
Top 5 Benefits of Digital Display
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by RICK BARRICK

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Considerations for designing and deploying environmental digital signage

When considering digital signage, potential users often have questions about cost, benefits and need clarity about what the technology can do, according to Digital Signage Today.  With deployment taking place everywhere from Margaritaville Resort to the Salvador Dalí Museum, digital signage is becoming simultaneously more innovative and universal every day. Technology-driven artificial intelligence is often fueling the expansion in retail spaces, but smaller brick-and-mortar shops without big budgets and big IT departments can also take advantage of this visual environmental trend. But first brands must understand what it can do. Here is our roundup on the top benefits of digital signage.

1) Optimizing Prime Visual Real Estate 

Digital signage empowers brands to enhance and elevate key real estate areas within a space. When brick and mortar retail outlets are well designed, each zone of the customer journey is made intentional.  Prime visual real estate – areas with obvious customer line-of-sight opportunities – frequently emerge in these consumer-focused designs. In the past, these zones might have been home to signage that features singular messaging, but their static nature meant that the communication was less dynamic.

2) Enhancing Visual Storytelling Elements

Digital signage makes the most of line-of-sight opportunities by adding more dynamic, layered storytelling inventory to what had been only available for individual thought through static signage, be it master branding or a promotional poster. As anyone who has deployed it knows, digital messaging has motion and movement that is far more effective at attracting and keeping attention. The ability to have a story unfold has greater potential for engagement with audience members than static signage alone. 

3) Matching Messaging to Zone

Digital signage allows brand storytelling elements to be mapped to the zonal purpose and dwell time. Right-sizing messaging ensures that each story’s content is optimized in both time and tone to the zone it will live in. If a retailer knows that the average dwell time in a transaction zone is three minutes, for example, digital signage in that area opens up opportunities to strategically scale their playlist so it highlights messaging specific to consumer activities. 

4) Enhancing Local Flavor 

When coupled with data analytics, digital signage can more proficiently tailor brand messages to reflect store-specific prospects. Customization and curation of playlists will help create a unique yet cohesive branded identity for each store. Through data analytics, retailers know which products have a higher purchase probability per location. Digital signage can efficiently account for these distinctions and ensure that they are reflected in each store’s particular playlist rotation.

5) Driving Brand Advocacy

Digital signage empowers brands to have messages that hit home. It can accurately assign in prescribed percentages a brand’s promotion of soft brand objectives as well as specific hard sales lift opportunities. Brands can promote products that are additive to cart value, as outlined above. But more importantly, digital signage allows alignment of local stores to the overarching brand, highlighting a brand’s “why” and reliably reflecting culture and mission across zonal messaging. 

In our next installment on digital signage, we will take a look at the technical aspects of deployment that we promise you won’t need a PhD to understand. To learn more about our in-store digital and environmental signage services, contact us at info@adrenalineagency.com

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