Retailers and the digital sigange market

FOR IMMEDIATE RELEASE
(Free-Press-Release.com) August 16, 2010 -- Digital signage has grown considerably and the usual conventional ways of advertising such as posters and print in retail stores are now being replaced with a new and dynamic system. Digital signage grabs the attention of retailers which other conventional means of advertising cannot. It also allows the retailer to influence their buying decisions right at the point of purchase. Not only is digital signage instant but promotions can be altered and changed instantaneously.

The original idea was to produce a system where Digital displays were rented out to various retail stores, doctors and hospitals. Companies are taking responsibility for the advertising that goes on these screens, the maintenance. The idea being that retailers have a new and steady stream of revenue as well as allowing their customers to take advantage of the new in store advertisements. Renting digital signage in this way however doesn’t always bring positive results for the retailer. Retailers run the risk of both customer dissatisfaction and no increase in revenue at all. Providers of digital signage systems will allow the retailer to sit back and allow someone else to be in control but what is becoming more apparent is the need for the retailer to take back that control and make digital signage work for them and their customers.
In store networks are based around a pure advertising model that doesn’t give the retailer any shopper feedback that of the digital or interaction. Retailers also have very little control over the content of digital signage and the messages that it gives, we must also remember that retailers have their own agenda that doesn’t always compliment signage usage.

The idea is that advertisements get seen in places like shopping centres, supermarkets and places where there will be maximum impact and what you then have is an advertising marketplace where companies get to reach large target audiences. Retailers are beginning to realise that they need to focus less on advertisements and more on the customer. The content of digital signage will rest heavily on the retailer’s goals of improving revenue through closer interaction with their customers.
In store media will grow and by listening to their customers as well as providing relevant information, retailers can and will increase revenue.

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