Digital Signage Creates In-Store Buzz and Rings
A recent piece on the Investor’s
Business Daily (IBD) website pointed out that Walmart’s new Smart
digital signage Network enables the retailer to tailor messages at the
shelf to provide consumers with content that both informs and drives
The ability to alter
messages based on store location, time of day/year, and other factors that
influence purchases is a critical upgrade for Walmart over traditional
signage and even its previous in-store network.
the customization that makes this key," Linda Blakley, a spokesperson
for Walmart, told IBD.
Walmart’s network will allow consumers to engage the network in two-way
"Shoppers will be able to react to the information and the network will
be able to adjust the messaging to ensure it is as effective as possible,"
Ms. Blakley said.
are jumping on the digital signage bandwagon, seeing that it can generate
revenues in a variety of ways from ad sales to the lift associated with
promotional announcements. Proponents see other benefits, as well.
Mike Abbott, president of ADFLOW Networks, told RetailWire,
you achieve a greater level of compliance in stores because all the displays
are managed on a network basis. You’ve also got great analytics. Retailers
get analytics showing where the customer is spending time on a touchscreen,
for example. So, they can identify where customers may be confused; where
the content is particularly effective. They can compare the keystrokes or
the touches on these screens with the point-of-sale data to see what screens
and what types of promotions were delivering lift."
current economy has many retailers using in-store networks to promote store
"If I go to (top
10 grocery chain) and pitch that they should invest in media for promoting
a national brand soft drink, they’re going to tell me I can go pound sand.
They’d say the brand can pay for it," Chris Riegel, chief
executive officer of STRATACACHE, told RetailWire. "If I go to them and say they
should focus their message on their store brand soda and tell them that
we can increase their sales by $200 a day; knowing what their margin is,
they’d see that they’d be able to pay for investment in just a few days."
What do you see as the major benefits of in-store digital signage networks?
Do you expect retailers and suppliers to remain financially committed
to the technology in 2009 in light of the industry emphasis on shopper