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How to Sell Retail Clients on Digital Signage
Integrators need to educate retailers on what digital signage can do to revolutionize their sales environment.

Article


Custom-shaped, large-format displays can have an immediate impact on consumers.
February 08, 2013 | by Kevin Kelly

There’s no question that the digital signage revolution is transforming the way companies inform, entertain and sell to today’s increasingly mobile consumer populations. That’s true here in the United States and around the world. Dramatic advances in display technology, installation methods, and maintenance are making it possible to deploy signage faster and in a greater variety of locations than ever before.

As this revolution continues, however, retailers must learn to deploy the same technologies in their own sales environment. Not only is this mandatory from a creative and strategic perspective, it is increasingly the only economically feasible way to sell to customers now and in the future.

In-store lighting, background audio, video displays, and digital signage solutions are now the core requirements for any effective retail environment to be sales productive. With a cost-effective, customized in-store solution, retailers can totally eliminate the headache and expense of having to produce print-based static messaging, and replace it with a dynamic and interactive solution that creates a unique store ambience that envelops consumers with messaging that can be updated and rotated on an around-the-clock basis.

Retailers that think that the cost of implementing an in-store digital signage solution is exorbitant haven’t done their homework. Integrators can help by walking them through a total cost of ownership (TCO) exercise. The total cost of creating and constantly replacing printed point-of-purchase materials is huge, and its impact on consumers decreases every day.

Moving images drive people to connect and consume. With a digital solution, retailers can quickly adapt to their customers. They change pricing, launch promotions, host micro events, and adapt their messaging based on minute-to-minute developments within the store environment.

Retailers that are not yet putting digital signage to work within their sales environment need to meet with their integrator to plan a creative and cost-effective conversion program that’s right for them. No two retail environments are alike and each digital signage solution should conform to the unique needs of each environment. Beyond the core requirements of lighting, background, audio, displays, and digital signage, retailers should consider other components, such as:
  • Cube- or custom-shaped large-format displays that make an immediate and sizable impact on consumers. These solutions are ideal for concentrating the communication to a few key messages
  • Interactive touchpanels that invite consumers to learn more about a product or service offering. Interactive panels allow retailers to imagine and deploy a variety of information to consumers, covering everything from the store directory, online help access, promotions, and product research.
  • Entertainment oriented shopping environments that combine various A/V products to create a true entertainment experience that establishes a unique “brand” image that distinguishes the retailer from the competition.
  • LED lighting that is both eco-friendly and economical.

Don’t make the mistake of thinking your retail customers can’t afford to install a digital signage solution in their environments. The fact of the matter is that they can’t afford not to install a system - and you can help them do it in a creative way that’s also cost effective. Start you own digital signage revolution today

About the author

Kevin Kelly is president and COO of Stampede Presentation Products, Inc. (www.stampede-usa.com).
View all posts by Kevin Kelly
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