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

Work Smarter: Keep Ahead of the Competition

Keep up with the changing A/V world with Commercial Integrator. Each issue makes it easy to understand and apply the latest A/V trends and techniques — whether you deal with UHDTV, wireless AV, Digital Video/IPTV, networking, HDBaseT or HDMI.
It's not enough to keep up with the competition. You need to stay ahead of them. Subscribe to Commercial Integrator today for the latest techniques and insights you need to drive your business.

About the author

Kevin Kelly is president and COO of Stampede Presentation Products, Inc. (www.stampede-usa.com).
View all posts by Kevin Kelly
Social Bookmark or Share This
  • Facebook
  • Twitter
  • Digg
  • Del.icio.us
  • Yahoo! Bookmarks
  • Google Bookmarks
  • StumbleUpon
  • Technorati
  • Reddit
  • Windows Live
  • LinkedIn
  • Evernote
  • E-mail


  • Latest
  • Blogs
  • Photos
  • Resources
Why Businesses Will Ultimately Lose By Ignoring Augmented Reality

Augmented reality will be hitting the workplace with innovations such as Microsoft's HoloLens already on the market, and businesses need to prepare to integrate it into their workspaces to get them on track for future success.

3 Ways Hosted Video Surveillance Can Be a Champion for Dealers
The Commercial Integrator’s Dilemma: Do I Sell or Do I Grow?
Here’s Why Office Space Matters to Company Culture
CI Launches Fantasy Football League
View more blog posts
White Paper:
Your #1 Source for Expanding Your Recurring-Revenue Practice

Adding to your service offering is challenging. We get it. ConnectWise has helped countless technology solution providers reconfigure their business for the future by adding new practice areas and building monthly recurring revenue.

Webcast: Discover the Secrets of Leveraging Third-Party Labor
Webcast: How to Build Your Broadcast Technology Capabilities
White Paper: Ignorance, Defiance on ADA Compliance Among Regulatory Nightmares
White Paper: Secrets to Installing Outdoor Audio-Video Safely
White Paper: New Standard Revs Up Networking Game
White Paper: 7 Tips for Rolling Out University Digital Signage
White Paper: From Chaos to Control - Your Guide to Business Efficiency
View more papers or webcasts


Recent comments

Excellent summary Mike.. in particular that the size and prominent placement of video walls and tiled displays…

Posted by LyleBunn on 2016 08 22 · commented on
'Q & A: Mvix Explains Why You Should Choose Video Walls Over Digital Signage'.

IMS Technology Services has the privilege of making the list for the 5th year in a row.  This year #4532. …

Posted by Michael Shinn on 2016 08 21 · commented on
'Herman Integration Services Named No. 110 on the Inc. 5000 2016 List'.

Congrats to the entire 40 Under 40 Class of 2016.

Posted by Christopher Neto on 2016 08 17 · commented on
'40 CI Influencers Under 40: Class of 2016'.

Thank YOU. It was a lot of fun. And congrats on having the most brightly colored beer.

Posted by Tom LeBlanc on 2016 08 16 · commented on
'The Evolution of Media: Why It Matters to the Industry'.