Digital Signage in Retail

Digital signage refers to a variety of technologies used to replace traditional retail signs. Instead of static print signs and billboards, digital signage is composed of electronic signs dispersing content and messages in the most targeted, interactive way.

Liquid crystal displays, plasma display panels and scrolling message boards are a few of the more common in-store devices used to project full-motion video, sound and text. Digital signage enables a retailer to control and display their messages quickly and effectively.

Creating a digital signage system involves building a network of electronic devices that are controlled remotely from a central location. These devices present information via digital signage software to a targeted audience. Digital signage devices in the network may be plasma or LCD monitors, kiosks, projection displays, HDTVs or other electronic devices.

Using digital signs in a retail environment has many features and benefits not offered by static displays and signage. Dynamic digital signage can grab a customer's attention and influence their purchasing decision right at the point of purchase. It also eliminates the high cost of creating and distributing print ad campaigns. Digital signage is instant and offers the ability to change promotions immediately for various products or particular customers. Another advantage of digital displays over static is that retailers can earn money with their digital signage network by selling advertising space to their suppliers.

Whether it is intended to build a brand, influence customer behavior or simply provide information, the dynamic visual experience created by digital signage should ultimately increase sales. In order to achieve that goal, retailers will need to design the appropriate system.

Digital signage software and hardware can be quite expensive and therefore would require serious planning to justify the retailer's return on investment. Other considerations include deciding where the electronic devices will be located and what sign software package to use. Retailers also have choices in network connectivity and should understand the different distribution options available before building a network of in-store digital signage.