Visual Merchandising and Retail Design – July 2019

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N. Jayalakshmi

signage becomes a sustainable business in
the retail market. Most brands are still using
it in a passive way, using screens like video walls or smart walls to display their products or run advertisements and promos. The interactivity
and data analytics possibilities which can lead to better ROI are still not being explored. As Bhattacharjee says, “The market is maturing but
we are still in the first stage of merely showing information, it is mainly just images and rolling text. We are only enablers. But it has to be
used innovatively in the front end in terms of content. In other countries technologies that can deliver ROI from the digital signage are being
used. But in India, though the market is growing, there is still a long way to go. Because of the additional cost, people don’t use additional
technologies to get the best from their digital displays. The innovation has to come in terms of engagement and ROI.”

Adds Chetan Patil, CEO & Co–Founder, Aiddition Technologies, “People are not educated or aware about the usage of digital displays. For
most, a touch screen means a monitor with overlays. So the lack of awareness is the main challenge.”

So while it is clear that the onus is on brand marketers to make the best use of digital displays, lack of awareness on how to leverage it is a
big road block.

How to get the best from your digital

displays?

So how can brand marketers and retailers get the best out of their investments in a digital signage system?

Based on our research and conversations with industry experts, here’s a quick check list:

Define the objective: Be clear on why you need a digital display and what you want it to show. Also decide on the scale and location to install

the digital signage (single store or multiple stores/single city or multiple cities, etc.) Deciding on these things earlier on will save you a lot of

trouble later on.

Find the right vendor or technology partner: If you have in-house system integrators or AV integrators, they should be able to find the right

partners. If not look for someone who understand your needs and comes with credibility and good references.

Plan the budget: Planning the budget earlier on helps in using the digital signage system in the most efficient way. This again means finalising

the purpose and requirement early on.

Use it to engage and interact: Your dynamic digital displays can truly deliver when it can go beyond mere product displays and promotion

and focus on customer interactivity and engagement with the use of right technology.

Content is crucial – A medium without the right message is of no use: An article in Digital Signage Today uses a very apt analogy to convey

the significance of content in digital communications. It says, “Digital signage is a little like the cone that holds the ice cream. You wouldn’t buy

just a plain, empty cone—and conversely, you couldn’t buy a scoop of ice cream without something to hold it. Such is the relationship between

digital signage and content.” The point is that for this potentially powerful medium to work would require rich content that is dynamic, fresh

and engaging.

Make it count with data: For all of the above to make a meaningful difference, it’s important to have a data analytics embedded in the system.

This can work in many ways – 1. Personalised engagement based on customer profiles 2. Gathering insights from feedback and response 3.

Extending the experience to the mobile platform to continue the engagement.

So there, who’s making the first move towards getting more bucks from your digital display and communication investments?

Do check out what a few brands have shared regarding their digital display experience in the next pages.

July 2019