Attracting attention to advertising with digital signage
More than 2,000 square meters in size and the length of a whole block of houses – the world’s biggest HD display board on Times Square in New York impresses hundreds of thousands of people from all over the world every day. These gigantic advertisements are possible thanks to digital signage. And it is not just here that displays are used to attract the attention of passers-by. Advertising is omnipresent. Anyone who wants to stand out must spread up-to-date messages aimed at specific target groups. In order to do this, it must be possible to react quickly to current events, the time or even the weather with advertising messages.
Digital signage: simple and inexpensive
The term digital signage describes the use of digital display systems in order to communicate with people in public areas. There are numerous deployment scenarios for this in retail. From electronic price tickets (electronic shelf labels (ESL)) and lighting elements to large-format LC displays, illuminated lettering and sales terminals – digital signage covers every relevant scenario in stores. A key feature is the combination of display screens, a media player and a content management system. Using these, the retailer can change the content of the advertising board at any time and from any location – regardless of whether it be an individual display or an entire network spread across numerous sites.
Attracting attention with digital signage
Hardware, software and service as a one-stop shop
Digital signage: providing individual information in real time
Self-checkout, virtual changing rooms, interactive shopping walls: a range of trends are aiming to digitize the customer journey and provide valuable infotainment at the same time. However, very few of them have proven successful on the market so far. Although it is difficult to predict what will happen in the future, one basic requirement is already clear: any digital interaction with customers needs a medium – a screen. Digital signage has the potential to play a key role in the digitization of German retail.
Fully coordinated advertising network
Via digital signage, retailers can present their products and services to a broad public more easily. The linking of several advertising boards with tailored messages helps to ensure greater attention. For example, an in-store ad network can easily be set up. Whether it be a digital shop window, directly above the display of goods or at the point of sale: consumers are given useful extra information during the awareness and choice phases of their customer journey. This means that it is easier to attract their attention and encourage them to choose specific goods. This effect can be reinforced with further measures from the field of proximity marketing, for example using beacons. Digital signage can also be useful as an orientation system. It results in a unique shopping experience and encourages customers to spend longer periods in the store.
Advertising aimed at specific target groups
Unlike traditional billboards, digital signage can be updated in next to no time. As a result, retailers no longer tailor their advertising campaigns to geographical or seasonal factors alone. They can also react quickly to trends, current events or social influences. Even changes to the offers or fluctuations in the availability of goods can be communicated in real time. This all results in better service and greater customer satisfaction.
Digital signage with its combination of remote-control media players, content management systems, matching consoles and targeted content provides the basis for an innovative, digital customer experience. Environments can be changed according to the desired topic or time in order to create an atmosphere which fits in with the product. The simplicity and efficiency of digital signage make it ideal for use in retail. The facility to remote control the displays from a central point can significantly reduce costs. Unlike billboards, the display can be fed new information at any time. Digital signage also renders regular on-site visits unnecessary, thus freeing up personnel resources.
The perfect customer journey does not take place only in stores – customers want additional services throughout the selection and purchasing process. T-Systems helps retailers to merge online and offline channels.