In-store signage: How to set up your digital signage system?

Visit why for the success of digital signage in stores and agencies. Among other benefits, it enables :

• Draw customers into the store,
• Easily manage site- or time-limited promotions
• Enhance thepoint-of-sale experience.

One question remains, however: how can such solutions?
Here's a brief overview of how to install point-of-sale display solutions. 

When it comes to in-store signage, it's important to know what information you're legally required to display: 

• Opening hours for your sales outlets
• Postings required by the French Labor Code, such as smoking bans, fire and safety instructions, and emergency numbers.
• Your pricing information must comply with the French Ministry of the Economy's legislation on in-store displays.

Want to read more about digital signage in stores?

Read our dedicated white paper.

Fundamentals of in-store display solutions

All digital signage solutions used in points of sale are based on the following basic elements:

• one or more screens,
• a digital signage player that connects the screen and transmits content to it,
• a digital signage content management system: a SaaS platform from which you control content, delivery parameters and associated screens.
  

The elements differ according to your requirements: to set up an interactive solution, you'll need a touch-sensitive display, whereas to create a video wall with multiple screens, you'll need a special borderless display. If you're planning an interconnected IoT (Internet of Things) display solution, you'll also need to add sensors. 

→ If you're unfamiliar with the concept of digital signage and the different models on the market, read our article Understanding digital signage.

Designing your digital signage project 

Planning a digital signage project involves making decisions about the content that will be displayed,where it will be displayed, when it will be displayed, how long it will be displayed, and which screens will be used. The possibilities will vary depending on the reason you're using digital signage. Here are a few examples.

1. Reinforce brand awareness with window displays

According to a Samsung UK study on digital signage at the point of sale, 84% of retailers believe that digital signage gives their brand high visibility. You can use dynamic installations to capture the public's attention and make visiting a store a pleasant experience.

To do this, you need inspiring, high-quality content. Video is naturally more appealing than static images, and gives you the opportunity to tell your brand's story or present the lifestyle your products fit into.

The display can be placed in your shop window. If you want to be sure that your content will be visible on a sunny day, you also need to take into account the brightness of the screen.

Using your shop window has an undeniable advantage: it allows you to promote your products, even when you're closed.

Our tip: if you plan to useuse the display for an extended period of timeyou need to be sure of being able to use them for long hours, which rules out the use of consumer TVs.

→ The 5 points to follow for effective digital signage

2. Easily manage site- or time-limited promotions

Unlike static ads, digital signage can be programmed to show different ads at different times and on different sites, depending on what's most relevant.

The sales sector is particularly sensitive to external factors external factors, such as the weatherthe news, the time of day or the flow of people. Digital signage content management systems enable you to anticipate these factors and be ready to react when conditions change.

To capture the public's attention, the content of your time-limited promotion should include an obvious call to action. As for its duration, it should remain on the screen long enough to be read, but removed before becoming transparent.

Where these messages should be displayed depends on where your customers are. Some questions to ask yourself: 

• Are they already inside the store?
• Is the aim of the display to capture the attention of customers in the vicinity of promotional products?
• Are customers passing by? Or are they elsewhere, perhaps in another part of a shopping mall or on the high street?
  

Cenareo offers point-of-sale communication flows, with thematic campaigns that can be customized to act on the following key topics: 

• Increased traffic
• Increase in average basket
• Improve inventory turns

This allows you to create and update your point-of-sale communication campaigns in just a few clicks, intuitively, simply and quickly. Adapted to sales seasonality, the templates are perfect for glocal communication: you can confidently hand over to your local teams to update the necessary information and let your brand image shine. template can be customized to your corporate identity on request.

3. Managing downtime to improve the customer experience at the point of sale

Using digital signage to manage a queue can reduce checkout times, for example by directing people to the next open checkout. It can also reduce perceived checkout times (by up to 35%, according to Digital Signage Today), thus improving customer satisfaction.

You can choose a simple display, or opt for specialized point-of-sale terminals featuring a screen. This type of digital space, which will be your last chance to build customer loyalty, will be an opportunity for you to remind the public to join your loyalty club in order to obtain discounts, or toannounce upcoming in-store events. 

Our tip: you can also place displays near a waiting line to advertise products to which customers may be receptive. The content to consider here is the same as for a time-limited promotion.

Key points to remember :

To ensure the success of your in-store digital signage project, it is vital to consider 2 aspects:

1 - Equipment :

Choose the tools that best meet your needs. Worth knowing:

• Screen(s) to display content
• The content management system (CMS)
• The player that connects the two

2 - Planning :

It is necessary to anticipate 4 essential aspects:

• The location of your dynamic display
• Timing, i.e. display time and duration
• The most relevant content to display
• The type of screen to be used.
  
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Cenareo offers an intuitive, scalable digital signage solution and perfectly adapted to the needs of communication professionals at communication needs.