I'm not. But several other digital signage bloggers are commiserating over a recent study that reports on the alleged lack of impact digital signage is having on buyer awareness and behavior. The report (available as a PDF) cites what appears to be overall ineffectiveness for the technology.
Now much could be debated over whether it's the fault of the technology or the placement. Is it the content or the lack of coverage. It's tough to know without talking to the people in the survey at a greater depth, but many factors are at play to just simply label it as ineffective. I'm not a retail expert so I'll leave it to them continue on.
But I will tell you one area in retail where digital signage can have a tremendous impact: employee communications. I'm working with a very large national retailer to install digital signage to help them deliver timely communication to their dispersed retail employees.
Think about it. You have employees scattered about the country in malls and strip centers. They have no real connection to the corporate entity so engagement has to be a tremendous challenge. And since every one of the stores is in a different environment, finding one common communication vehicle can be tough. And when you're trying to cover coast to coast, going digital is a must.
Fortunately, digital signage has it covered. They will be able to inform and entertain from a distance. They can provide training tips, employee recognition opportunity as well as general corporate information. AND it can all be controlled from one central location, thus ensuring the integrity of the brand and the message.
Pretty powerful stuff. Consumers may not yet appreciate what the technology can do in retail but I guarantee you the employees will.
Now much could be debated over whether it's the fault of the technology or the placement. Is it the content or the lack of coverage. It's tough to know without talking to the people in the survey at a greater depth, but many factors are at play to just simply label it as ineffective. I'm not a retail expert so I'll leave it to them continue on.
But I will tell you one area in retail where digital signage can have a tremendous impact: employee communications. I'm working with a very large national retailer to install digital signage to help them deliver timely communication to their dispersed retail employees.
Think about it. You have employees scattered about the country in malls and strip centers. They have no real connection to the corporate entity so engagement has to be a tremendous challenge. And since every one of the stores is in a different environment, finding one common communication vehicle can be tough. And when you're trying to cover coast to coast, going digital is a must.
Fortunately, digital signage has it covered. They will be able to inform and entertain from a distance. They can provide training tips, employee recognition opportunity as well as general corporate information. AND it can all be controlled from one central location, thus ensuring the integrity of the brand and the message.
Pretty powerful stuff. Consumers may not yet appreciate what the technology can do in retail but I guarantee you the employees will.
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