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

The wherefore Of the success of digital signage in shops and agencies can be explained by several reasons. Among other advantages, it allows:

• OF entice the customers inside the store,
• Of manage promotions limited to one site or in the times in all simplicity
• To improve the point of sale experience.

However, one question remains: how implement such solutions?
Here is a quick overview of the steps to follow to install display solutions in points of sale. 

When it comes to signage in stores, it is first of all important to know what information you must display by legal obligations:

• The opening hours of your points of sale
• The displays imposed by the labor code such as the ban on smoking, fire and safety instructions, emergency numbers.
• Your price information should respect the legislation of the Ministry of the Economy on your store displays.

Do you want to know more about digital signage in stores?

Consult our dedicated white paper.

Fundamental elements of retail display solutions

All digital signage solutions implemented in retail outlets use the following basic elements:

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

The elements differ according to your expectations: to implement a solution Interactive, you will need a touch display, while to create a video wall with multiple screens, you will need to use a special display Borderless. If you are planning an interconnected display solution, such as IoT (Internet of Things), you will also need to add sensors.

Design of your digital signage screen project

Planning a digital signage project involves making decisions about contents which will be broadcast, the place where It will be presented, the Moment when it will appear, its duration of display, and the screens that will be used. The possibilities will vary depending on the Reason why you are using the display. Let's take a few examples.

1. Strengthen brand awareness with window displays

According to a study by Samsung UK concerning dynamic signage at the point of sale, 84% of retailers believe that digital signage brings great visibility to the brand. You can use dynamic installations to capture the attention of the public and make visiting a store enjoyable.

To do that, you need inspiring, quality content. Video is naturally more engaging than static images and gives you the opportunity to tell the story of your brand or to present the lifestyle that your products are part of.

The display can be placed in your window. If you want to be confident that your content will be visible on a sunny day, you should also consider the screen brightness.

Using your window has an undeniable advantage: it allows you to promote your products, including when you are closed.

Our advice: if you plan touse the display for an extended period, take this factor into account when choosing your screens: you need to be sure that you can use them for long hours, which excludes the use of consumer televisions.

→ The 5 points to respect for an effective digital window display

2. Easily manage promotions limited to a site or over time

Unlike static ads, digital signage can be programmed to show different ads at different times And on different sites, whichever is most relevant.

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

To capture the attention of the public, the content of your time-limited promotion should include a obvious call to action. Regarding its duration, it will have to remain on the screen long enough to be read, but removed before becoming transparent.

The place Where these messages should be displayed depends on where your customers are located. A few questions to ask yourself:

• Are they already inside the store?
• Is the display intended to capture the attention of customers near the products on promotion?
• Are customers missing out? Or are they somewhere else, maybe in another part of a mall or on the main street?
  

Cenareo offers communication flows in points of sale, these are thematic campaigns to be personalized to act on the following key topics:

• Increase in traffic
• Increase in the average basket
• Improving the inventory turnover rate

This allows you to create and update your point of sale communication campaigns in a few clicks, in an intuitive, simple and fast way. Adapted to seasonal sales, templates are perfect for glocal communication: you can reach out to your local teams with confidence to update the necessary information and make your brand image shine. The templates are customizable to your graphic charter on request.

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

Using dynamic signage to manage a queue makes it possible to reduce checkout time, for example by directing people to the next open cash register. It can also reduce checkout time perceived (up to 35% depending on Digital Signage Today) and thus improve the degree of customer satisfaction.

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

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

The main thing to remember:

To successfully complete your digital signage project in stores, it is essential to consider 2 aspects:

1 - The equipment:

Carefully choose the tools that will best meet your needs. Namely:

• The screen (s) to display the content
• The content management system (CMS)
• The player Who makes the connection between the two

2 - Planning:

It is necessary to anticipate 4 essential aspects well:

• The location of your dynamic screen
• Timing, i.e. the time and duration of the display
• The most relevant content to show
• The type of screen to be used.
  
  

Cenareo offers an intuitive, scalable digital signage solution and perfectly adapted to the needs of communication professionals in retail outlets and shops.