[et_pb_section fb_built=”1″ fullwidth=”on” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_fullwidth_post_title meta=”off” featured_placement=”background” text_color=”light” text_background=”on” text_bg_color=”rgba(0,0,0,0.56)” _builder_version=”4.16″ background_color=”rgba(255,255,255,0)” parallax=”on” text_orientation=”center” use_border_color=”off” global_colors_info=”{}”][\/et_pb_fullwidth_post_title][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”section” _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row admin_label=”row” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_text admin_label=”Intro” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ use_border_color=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n
Anybody who has watched a big-time college or professional sporting event has seen the real-time effectiveness of dynamic digital signs. After a player scores a touchdown, sinks a big three-pointer, or hits a home\u00a0run, everybody in the stadium or arena, including the players, looks to the gigantic video monitors to watch the replay. And during breaks in the action, those same screens pump out entertainment or advertise the team and its sponsors. Retail merchants are now harnessing that attraction with smaller video displays to enhance customer service, and those who aren\u2019t utilizing that amazing technology are disappearing as quickly as cathode ray tubes.<\/p>\n
Dynamic digital displays have been around for decades. Sony debuted its JumboTron at the 1985 World\u2019s Fair in Tsukuba, Japan, and they\u2019ve only gotten bigger and better. The largest current dynamic display in the NFL \u2013 277 feet by 52 feet \u2013 is at NRG Stadium, home of the Houston Texans. However, its 14,548-square-foot screen is minuscule compared to the Fremont Street Experience in Las Vegas. It has the largest screen in the U.S. at 135,000 sq. ft. stretching roughly five football fields in length.<\/p>\n
![\"Images](\"https:\/\/paladinpointofsale.com\/retailscience\/wp-content\/uploads\/sites\/2\/2019\/04\/TimesSquareDigitalSignage.jpg\")
New York\u2019s Times Square is probably the most recognizable location for dynamic digital signs. It\u2019s seven screens, with approximately 8 million pixels, bombard roughly 1.5 million visitors daily with nonstop dynamic advertising, which shows how effective video messaging can be.<\/p>\n
Another over-the-top example of digital display advertising can be seen in Los Angeles along Interstate 405 \u2013 or \u201cthe 405\u201d as Angelinos call it. Wow Media has deployed four 1,200-square-foot digital billboards which are seen by approximately 379,000 motorists\u00a0daily<\/i>. It\u2019s easy to question the logic of putting large video monitors adjacent to an L.A. freeway where motorists fly along bumper-to-bumper at speeds well over the posted limit. However, using a dynamic digital sign to stop foot traffic in a retail store is a great idea and it\u2019s not life threatening. It\u2019s also a growing trend with brick-and-mortar merchants looking to capture the attention of their customers.<\/p>\n
Orbis Research, a leading market research company, says the digital signage market is expected to grow to more than $31 billion by 2023. Improvements in technology, an expanding market, and a drop in the price of hardware and software have keyed the rapid growth.<\/p>\n
[\/et_pb_text][et_pb_text admin_label=”Dynamic Retail Experiences ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n
A study a few years ago by FedEx Office determined that eight out of 10 shoppers enter a store because of its signage, and 68% of them purchased a product because a sign caught their eye. A separate study by Nielsen shows that four of five product brands experienced up to 33% of additional sales by using digital signs. Although both studies were done prior to the proliferation of dynamic digital signs, their results show that people are attracted and influenced by pertinent, well-produced digital messages.<\/p>\n
How does that benefit retail merchants?<\/p>\n
It can turn window shoppers into customers<\/strong>. Video attracts attention. Sports bars are perfect examples of how customers can be captured and retained by relevant video presentations.<\/p>\n Retail brands like Macy\u2019s, Sephora, Nike and Home Depot use dynamic digital signs in their flagship stores to attract, entertain and even assist shoppers. The\u00a0Home\u00a0Depot\u2019s Appliance Finder features an interactive touch screen that allows customers to search for and compare large home appliances.<\/p>\n Dynamic digital signs enhance a company\u2019s brand perception<\/strong>.Using lifestyle content, celebrity endorsements or video slideshows can connect stores and their products to customers.<\/p>\n Video content helps merchants connect with their customers.\u00a0Studies show shoppers today are seeking the same personalization they find online in their favorite brick-and-mortar stores. They want interaction, product recommendations and loyalty rewards. In-store dynamic digital signs can provide product information and expert recommendations which make that personal connection with shoppers.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”What\u2019s on TV” _builder_version=”4.22.0″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” hover_enabled=”0″ use_border_color=”off” global_colors_info=”{}” sticky_enabled=”0″]<\/p>\n There are many ways to use dynamic digital signs inside a store.<\/p>\n Welcome mats or boards<\/strong>\u00a0are often the first critical impression customers get of a business. Many retailers are using them to welcome shoppers with video that showcases a company\u2019s brand message. They are also the first attempt of merchants to strike a personal relationship with customers.<\/p>\n Product advertising<\/strong> is the most obvious and common use of in-store digital signs. Streaming video displays can show an endless number of products, especially compared to traditional static signs.<\/p>\n \u201cOur most recent Millward Brown study shows that the No. 1 requested content is the \u2018what\u2019s on sale\u2019 videos that we created,\u201d Dominick Porto, CEO of Impax Media, told\u00a0Forbes<\/i>. \u201cBeyond supermarkets, we believe the same positive impact could be achieved in retail environments where customers are semi-captive (Lowes, Home Depot, or large pharmacy chains) in a checkout line and\u00a0would\u00a0appreciate shopping-related content.\u201d<\/p>\n The\u00a0Millward\u00a0Brown\u00a0study shows that consumers are most interested in viewing:<\/p>\n Video demonstrations<\/strong> are a popular way for merchants to enlist industry experts in showing customers how to use products they might buy. This kind of digital content can complement your sales staff\u2019s efforts and reinforce their recommendations to customers.<\/p>\n Customer kiosks<\/strong> are growing in popularity with shoppers who want to help themselves when they\u2019re in a store. Interactive touchscreens allow them to browse products that might not even be on the shelves but are available to be shipped.<\/p>\n Menu boards<\/strong> are perfect for restauranteurs who can cycle through breakfast, lunch and dinner offerings on the same digital sign. They not only display menu options,\u00a0but they can also serve up photos of the scrumptious food.<\/p>\n \u201cInfotainment\u201d<\/strong>\u00a0is another aspect of digital display being used by retailers. Doctors and dentists have used television entertainment in their offices for years, reducing the perceived wait time for appointments. Large grocery store chains and even gasoline filling stations are now streaming\u00a0entertainment content \u2013 news, weather and sports \u2013 to customers waiting in checkout lines or at self-service gas pumps.<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Advantages of Dynamic Signs ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n It\u2019s not much of a competition when comparing a high-definition dynamic digital display to static printed signs. However, there are many factors merchants need to consider before bringing dynamic digital signs in their stores.\u00a0<\/p>\n Cost-effectiveness<\/strong>\u00a0wouldn\u2019t seem to be a strength of digital signage compared to paper and ink. But when you consider the cost of production and printing static signs, and how many times they need to be changed, an investment in a dynamic digital sign system could be a wise move.\u00a0<\/p>\n Impact<\/strong>\u00a0is one of digital signage\u2019s most obvious strengths. Walk into any consumer technology store and what\u2019s the first thing you see? The wall of gigantic flat screens displaying ultra-high definition images of exotic locations, synchronized advertisements, or the latest football game. For a retail merchant, a well-placed monitor can work like a bug light, attracting shoppers like flies.\u00a0<\/p>\n Flexibility<\/strong> is another advantage that dynamic digital signs have over print. Video content can be changed in seconds with a couple of strokes at\u00a0a\u00a0computer keyboard. Prices can be adjusted and items can be\u00a0added or removed\u00a0from a slideshow quickly and easily.\u00a0\u00a0<\/p>\n Customer interaction<\/strong> is something that is gaining traction in many industries. McDonald\u2019s has begun rolling out kiosks that allow customers to place their orders and pay without talking to a server in all 14,000 of its restaurants. Outdoor retailer REI has adopted in-store kiosks that offer internet services to customers for product research, inventory search and price comparisons. Likewise, Nike has interactive touchscreens in some of its larger stores that customers can use for product research and customization.\u00a0<\/p>\n Many retail technology companies offer software and hardware that can link through a merchant\u2019s point of sale system to provide product promotional videos or YouTube content quickly and easily. Businesses of all sizes are taking advantage of the new technology.\u00a0<\/p>\n La Pine Ace Hardware is one such store. Despite its rural location in\u00a0Central Oregon and its market as a dominant regional building supply company, its owners felt increasing competition from big-box stores and online giants such as Amazon. The store implemented EZ-AD TV to digitize its in-store advertising through its point of sale system to combat the threat.\u00a0<\/p>\n \u201cWe get a lot of customers who come in here and compare our prices with Home Depot. Before we would go to our computers and call up their prices. Now we can call up competitors\u2019 prices on our phones and show customers that maybe their prices were lower last week, but not this week,\u201d explains Assistant Manager Cindy Sawyer. \u201cRunning our advertising through the monitors works better, too. Instead of printing out all those ads, people can go to the monitors and see what\u2019s on sale. To me,\u00a0it\u2019s much more of an advantage. It\u2019s the way business is running these days.\u201d\u00a0<\/p>\n They also use\u00a0the\u00a0in-store monitors to demonstrate new products and offer tips on DIY projects.\u00a0<\/p>\n [\/et_pb_text][et_pb_text admin_label=”Signs of the Times ” _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” use_border_color=”off” global_colors_info=”{}”]<\/p>\n Whether you have a mom and pop curio shop or a string of stores doing millions of dollars a year, dynamic digital signage can help you attract customers, inform and entertain them,<\/span>\u00a0all of\u00a0<\/span>which can improve your bottom line.\u00a0<\/span><\/p>\n [\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ _builder_version=”4.16″ global_colors_info=”{}”][et_pb_row _builder_version=”4.16″ background_size=”initial” background_position=”top_left” background_repeat=”repeat” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.16″ custom_padding=”|||” global_colors_info=”{}” custom_padding__hover=”|||”][et_pb_team_member name=”Brian Bullock” position=”Author” admin_label=”Brian’s Author Box” _builder_version=”4.16″ border_style=”solid” global_colors_info=”{}”][\/et_pb_team_member][\/et_pb_column][\/et_pb_row][\/et_pb_section]<\/p>\n","protected":false},"excerpt":{"rendered":" Anybody who has watched a big-time college or professional sporting event has seen the real-time effectiveness of dynamic digital signs. After a player scores a touchdown, sinks a big three-pointer, or hits a home\u00a0run, everybody in the stadium or arena, including the players, looks to the gigantic video monitors to watch the replay. And during […]<\/p>\n","protected":false},"author":13,"featured_media":27999,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"on","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[3],"tags":[213,229,234,230,233,235,231,236,228,232],"class_list":["post-27638","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-all-posts","tag-home-depot","tag-houston-texas","tag-la-pine-ace-hardware","tag-las-vegas","tag-los-angeles","tag-macys","tag-new-york","tag-sephora","tag-sony","tag-times-square","et-has-post-format-content","et_post_format-et-post-format-standard"],"yoast_head":"\nWhat\u2019s on TV<\/h2>\n
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Advantages of Dynamic Signs\u00a0<\/h2>\n
Signs of the Times\u00a0<\/h2>\n