Choosing the right display for a store window can seem complicated. Between questions of brightness, price, and technical compatibility, it's easy to get lost. However, with the right information and a few concrete examples, the decision becomes much easier.
In this article, you will find out why brightness is so important for a window screen, what are the recommended levels for your situation, and how to avoid the most common mistakes. We will also talk about prices and available solutions.
The window, a vital element for any business
The window is the most important part of any business. At a glance, it sets the tone for your store. Luxurious, refined, neat, organized, colorful style, so many impressions that will appeal to the passer-by and potentially bring them into your store.
Learn to take care of your window
You have to tell a story and think carefully about the products you are going to promote. The important thing is to direct the observer's gaze, just as with the graphic creation of an advertisement. In other words, use an item to get attention and then send that attention back where you want it.
Think of the animation of the window, its lighting, its signage. All of these elements will create a positive environment and encourage passers-by to enter your store.
An important clarification, however: changing the window requires time, energy and resources. That's where digital signage solutions come in.
Three reasons to install a screen in a store window
If changing the window from time to time brings a peak in sales, can dynamic window signage also bring added value?
1. A window screen is more practical than paper
With each change of offer or decor, you can easily adapt your content on the screen in an instant. With a solution like Cenareo, you manage your campaigns remotely from any computer or smartphone, without having to physically travel to change posters.
2. A modern and aesthetic image
The dynamic display screen in a store window gives a very aesthetic and modern image to your window, regardless of your positioning. For a low or mid-range positioning, the screen will bring modernity to your image. For the high-end, a beautiful cover around your window screen will give even more cachet.
3. New communication possibilities
Window models exist because they are used to put the product into a situation. A woman or a man will imagine the garment much better if they see it worn. With videos on one screen, you can extend this opportunity to all of your products. Show them in full use on short, dynamic videos.
Mistakes not to make
If the idea of installing dynamic signage in the window seems attractive, in practice it will be necessary to invest seriously. Because you will absolutely need a high brightness screen. In the window, ignoring a high brightness screen is a big mistake: no one can see anything.
However, because of the high cost, some people continue to install conventional screens in their windows.
The Sun, your main adversary
You are quietly at home watching a movie and it is raining. Suddenly, a bright light appears. In a few seconds, the sun comes out, the light increases in your living room.
Result? You see your movie less and less, until you see only your reflection. The explanation is simple: it's because the amount of light that hits the screen is greater than the brightness of the screen itself.
Two light sources compete and create this reflection. Hence the paramount importance of showcasing only screens that can compete with the Sun. Few passers-by will bother to stick their heads to the window to look at your screen. On the contrary, it is up to the window to be bright enough to attract the eye and make you want to enter your store.
Brightness in three words
Brightness is expressed in candelas (cd/m2), nits in English. It measures the quantity of light emitted by an object per square meter. In other words, the more candelas a light source emits (which comes from the Latin word candela, candle), the more light you have. Simple, no?
The elements are against you
But the question of brightness is not the only factor that justifies investing in these high-tech screens. Contrast, viewing angle, temperature resistance, or the automatic brightness adjustment sensor are all necessary characteristics.
In fact, a store window is a hostile environment for a screen. It is a place of passage, so the window screen must be able to be seen from a wide angle. Then, the sun hits the glass and the interior temperature can rise to the point of literally blackening the screen (this is called the blackering effect).
Finally, because the weather is not always nice, it is important that your screen adjusts to the variation in outside brightness so as not to disturb the observer. Luckily, high-brightness screens are designed for that.
Discover the optimal brightness for a window screen
- Classic indoor screens have brightnesses of 300 to 500 cd/m2
- Window screens have brightnesses that are rather between 700 and 5000 cd/m2
- So the differences in candelas are important.
- The price varies as much as candelas, which is why it is important to choose a window screen that is not too bright so as not to inflate the price unnecessarily.
What the experts say
According to Tom Dixon, vice president of marketing at SunbriteTV, there's not much difference between 700 candela and 2,000 candela. It's not a proportional ratio. 2,000 candelas is not three times brighter than 700 candelas. The real difference is between 400 and 700 candelas.
According to Leslie T.O'Neil, a journalist at TechDecisions Media, an outdoor digital signage display should be 400 candelas if it is for a shady location or if it faces east. If your screen is placed near a pool, in the middle of a square, or facing west, the brightness must be at least 700 candelas for the screen to be bright and legible enough.
According to Kaszycki (vice president of MRI, manufacturer of indoor and outdoor digital signage), an outdoor digital signage screen must have, at the very least, a brightness of 1500 cd/m2.
According to our survey in France, nuances are also important:
- One of the retailers contacted estimated that a screen in the window should have a brightness between 1000 and 1500 candelas.
- A manufacturer assesses, for a 1000 cd/m2 screen, that it is easy to read in the sun for a window facing south if the observer is in front of the screen. For visibility at a longer distance, he recommends switching to 5000 cd/m2
- Another retailer believes that you should rely on 700 cd/m2 for a bright place such as a shopping mall for example. For a shaded window, without facing south, a 1500 candelas window screen is possible. For a window in the sun, you must switch to 2500 cd/m2
Demonstration in real conditions
Sun exposure and the light in your window will be decisive factors in choosing your screen. Your solution provider is there to advise and guide you according to your particular situation.
After having seen tests in real conditions, it is clear that the luminosity is never too high. But let's remember that these tests are carried out outside and that the conditions in the window are not as extreme.
Insure the shot
Here is a classification that necessarily ensures good visibility of your screen in your window:
- Bright indoor environment like shopping mall : 700 cd/m2
- Screen in any type of window : 2500 cd/m2
- Screen in a south-facing window : 3000 to 5000 cd/m2
- Outdoor screen : 5000 to 7000 cd/m2
Discover the prices of window screens
At the moment, only a few brands offer high brightness screens. In France, the manufacturers that share the market are mostly LG, Samsung and Dynascan (but other brands such as Sony, Toshiba, Mitsubishi, NEC also make high-brightness screens).
- A 700 cd/m2 screen in a shopping mall of around 48" will cost you at least €1500
- A much smaller 2500 cd/m2 screen (32") will cost you at least €2,000
- A 45" 5000 cd/m2 screen for outdoor use will cost you at least €5,500
The Cenareo solution to control your screens in the window
Once your screen is installed, you must be able to effectively manage the content that is broadcast on it. This is where Cenareo comes in, a French digital signage solution that allows you to control your window screens remotely.
An intuitive and accessible platform
The Cenareo platform works in SaaS mode, which means that you can manage your content from any computer, smartphone or tablet, without complex software installation. This flexibility is particularly useful for retailers who need to update their windows quickly, especially during flash promotions or special events.
High brightness display compatibility
Cenareo is compatible with all types of professional screens, including the high-brightness screens that are essential for shop windows. Whether you choose a Samsung, LG, Dynascan or any other professional brand screen, the Cenareo solution adapts to your equipment thanks to its compact player that simply plugs in behind the screen. Some ranges of Samsung, Sharp and Philips screens can even work directly with Cenareo without an external player thanks to System on Chip technology.
Intelligent and contextualized campaigns
One of the great advantages of Cenareo for window displays is the possibility of contextualizing your messages. For example, you can automatically trigger the display of certain products depending on the weather: highlight umbrellas when it rains, or sunglasses when the weather is nice. You can also sync your screens with your inventory status to avoid promoting out-of-stock products.
Content creation made easy
Cenareo also offers an integrated content creation tool that allows you to design your visuals and videos directly from the platform. You can also retrieve content from your social networks (Instagram, Facebook) or from YouTube to easily feed your window screens.
Continuous distribution guaranteed
The Cenareo player guarantees continuous broadcasting, even in the event of a network outage. The content is stored locally on the player, which means that your window screen will never be black, even if your internet connection is temporarily interrupted. This reliability is essential to maintain the attractiveness of your window at all times.
Best practices for an effective dynamic window
Observe and position strategically
First, observe the layout diagram of your window and check the positioning of your digital screen. This may seem trivial, but often, poor positioning does not catch the attention of passers-by.
Dress up technology in your colors
Having an advertising screen is a first step, but it does not exempt you from creating a window that attracts the visitor's eye. Adjust technology to your colors and your brand. The concept of digital signage will be more relevant in an adapted environment. Screens have the ability to blend into the background and become powerful promotional accessories.
Create responsive and relevant content
Digital signage in the window allows you to capture attention and then turn this first contact into a visit. The most interesting thing about this process is that your campaign can be directly linked to reality: your stock can be incremented in real time, your message can be broadcast only according to your weather criteria. If a product is out of stock or on alert, the ad immediately stops being shown to avoid creating customer frustration.
Synchronize multiple screens
Did you know that it is possible to synchronize several screens to create a message chain? Or even to integrate them into the walls to blend them more into the decor? Thus, the visitor does not feel attacked by the images, but discovers them with pleasure, making the user experience more positive. The advertising screen for a store or window then becomes an element of your professional decor, in all simplicity.
Some screens with integrated player
Yes, you read that right. While most digital signage solutions consist of a screen-player-software trio, some screens have an integrated player. It is then a screen-software duo.
In addition to the native software solutions developed such as Samsung's Magic Info, many providers have developed their own solutions to make it work on these particular screens.
These companies generally offer you a solution in the form of a pack (screen + software). Software subscriptions are generally cheaper than solutions with a player, but the price of screens is also higher.
And in the end, when comparing the two, there is sometimes little difference. For example, imagine these two solutions (fictional figures to illustrate the problem):
- Solution 1 (all in one) : High brightness screen with integrated player (4500€) + software solution (30 €/month)
- Solution 2 : High brightness screen without integrated player (2500€) + player (500€) + monthly subscription of 80 €/month
Let's assume that each of these elements is guaranteed for 2 years to compare short and medium term costs:
Cost according to duration:
- For 1 year:
- Solution 1: €39.60
- Solution 2:4860€
- For 2 years:
- Solution 1:4920€
- Solution 2: €5220
The costs are similar. And all it takes is for the screen with built-in player to last for another year (which is not improbable) and the trend is reversed in terms of costs.
This fictional example illustrates a phenomenon that does not only apply to digital signage: on any long-term project, the important thing is to limit recurring costs, while on short-term projects, it is necessary to limit fixed costs.
Learning to untangle information
Finally, talking about dynamic display in the window is far from easy when you do not have all this information. It's not just a matter of taking the first screen that comes up and putting it in the window of your store.
In addition to all the factors mentioned, the number of screens will also have an impact on the financial viability of your project. With a 10-screen project, you can easily get a good discount.
You should also know that some retailers and manufacturers will not be competitive across the entire range. A company that is very competitive on 700 cd/m2 high brightness screens can be very expensive on 2500 cd/m2 screens. This is also true for screen size: a company can be competitive for a 48" screen and not at all on a 55".
The measurable impact of dynamic window signage
Window screens are not just a technological gimmick. According to a Nielsen study conducted with 120 retailers using a digital signage solution in their store, 80% of them saw their sales increase by 33% compared to those made with traditional printed posters.
The screen very easily captures the customer's attention in the window. Instinctively, the eye is drawn to the screen and the image is imprinted in the mind of the visitor. Thanks to the installation of dynamic screens, you will be able to attract customers to your store in a simple, effective and clever way.
Through one or more campaigns on screens in your window or in the aisles of your store, you can attract new customers, boost your sales, sell off your stock or surplus, and achieve your goals.
Conclusion
Installing a screen in the window is a significant investment, but it is an investment that can radically transform the attractiveness of your business. The important thing is to choose the right brightness for your situation (location, orientation, ambient light) and to equip yourself with an efficient management solution such as Cenareo to fully exploit the potential of your screen.
Remember that the screen is only a tool: it is the quality of your content, its relevance and its contextualization that will make all the difference. With the right practices and the right tools, your dynamic window will become a real commercial asset that will attract passers-by and turn them into customers.
