By Duncan Hill, managing director at HL UK
While not so long ago digital displays were perhaps seen as an untested weapon in the POP arsenal, today their benefit in terms of grabbing the attention of shoppers is more commonly accepted. Rather than being a ‘nice to have’ piece of instore theatre, digital screens are now recognised for their ability to convey more in depth sales information to shoppers in an engaging manner.
As their benefits have become more measurable, digital screens have evolved both in terms of their design and the way they are used by retailers. Previously they would mainly be seen positioned on gondola ends or near checkouts, where there was more space to accommodate them and they would be used as part of a bespoke display. Today the introduction of compact digital screens, such as our own Ad’Pulse compact LED screen, means that they can be positioned where they will make most difference; on the shelf.
So what should retailers take into account if they’re thinking about installing digital screens for the first time, or replacing their existing digital POS?
Fit For Purpose?
Avoid screens that have not been designed specifically for use in the retail environment. As any retailer knows, POP is subjected to day-to-day knocks and bumps, from staff and customers with shopping trolleys and baskets. This is an unavoidable part of retail life. Just as you would choose the most robust merchandising displays that offer longevity, make sure any digital screens you invest in are really built to last.
A long term investment
You need to be committed to keeping your displays in good condition and making sure the content is up to date. Just like traditional point of purchase materials, time needs to be spent maintaining screens and ensuring they’re working as hard for you as possible. You also need to decide who will be responsible for updating the content and ensuring 24 hour non-interrupted operation – don’t wait until something goes wrong.
It’s not all about the technology
Digital screens are there to promote the products, engage customers and ultimately boost sales. They are most effective at achieving these objectives when they’re located on shelf near the products in question. Having said this, shoppers want to see the products themselves, not just images of them on a screen, so make sure it’s positioned in a way that enhances the overall display rather then completely dominating it.
Do it yourself
It’s a good idea to choose kit that you can install and move around the store yourself, rather than having to get an expert in every time you want to make even the smallest change in terms of where the screens are located. This makes it easier and more cost effective to get the maximum return on your investment long-term. Similarly it’s essential that you can update the content quickly and simply, so choose screens that you can update yourself with a USB or wirelessly via the internet.
Check out 12ahead, our brand new platform
covering the latest in cutting-edge digital marketing and creative technology from around the globe.
12ahead identifies emerging trends and helps
you to understand how they can apply to modern-day companies.
We believe 12ahead can put you and your
business 12 months ahead of the competition. Sign up for a free trial today.