Digital Signage Portal

In-store media has been deployed in retail venues for several years. When the technology was in its infancy, store owners were uncertain regarding what to expect. Since then, prices have declined dramatically and a growing number of retailers have invested in full deployments. Venue owners now appreciate that digital signage, if used properly, can not only influence shopper behavior, but can also lift in-store sales. That’s the reason most retailing giants have positioned the plasma screens across their floors.

Retailers have discovered another place to position their DOOH displays: at the checkout aisle. As customers line up to purchase items, the screens loop content segments that either inform or entertain them.

This helps with potential problems such as:

• Relieving Wait-Time Tension
• Pushing The Impulse Buy

So, how can you strike the proper balance between segments that are entertaining (or informative) and those that are designed to advertise products? One option is to split the screen. As ads loop on one portion of the monitor (perhaps within a ticker), entertaining content could loop on another. As you might expect, doing this successfully requires finesse. If you’re not careful, you might distract viewers from your ad while increasing their tension level in the process.

We ran a trial in Spar stores in 2003 and the results were staggering. POS screens and checkout screens were dotted around the store and ran special offers and other useful information on a loop. As a result of this trial, sales figures showed a 45% increase!

So ... does it work?   I think so!!!

Last update : 18-09-2009 01:40

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