Vital (Digital) Signs

Retail is a highly competitive area and there are multiple retailers offering similar products. As a result, it is extremely important for retailers to attract customer traffic. Once way to do this is by using digital signage.


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Mark McPherson, Vice President of digital signage and audio video integrator company, Advanced says that the audio-visual aspect of digital signage can “significantly contribute to the look and feel that a store conveys in any given area” and therefore, incorporating this in a retail space can help customers engage with the brand better. And this trend is being implemented by many retailers, although the scale varies. Many food retailers, for example, McDonald’s has used digital signage to show menus to customers. The menus are more visually appealing, for example, the coffees on the menu visually shows stream coming out of the coffee cups which could make customers want the product more. Furthermore, for food retailers like McDonald’s whose menu varies during the day, change of menu display becomes easier with digital signage.

Apart from food retailers, many luxury retail brands have implemented digital signage in their stores, for example, designers like Burberry and Christian Dior have giant video walls in their stores which are used to play runway shows. Not only does this help grab customer’s attention while they are in stores, but also helps them look at products in motion.

Digital signage can also be interactive, for example, customers may be allowed to scan a QR code that will provide them information regarding the location of the product within the store. This can be extremely beneficial in supermarkets and warehouse retail spaces, such as, Woolworths and Costco, respectively.

Brad Grimes of Audiovisual and Integrated Experience Association (AVIXA) says that audio-visual experiences can help energise a retail space by proving the customers with an immersive experience.

Although my experience with digital signage is limited to my trips to Mecca’s, so far all I can say is that “I’m lovin’ it”.

How about your experiences? Tell me all about them in the comments section.