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Is Digital Signage Worth It? Some Points to Ponder

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By Staff Reports

(DGIwire) – The number of companies seeking to adopt digital signage in their brick-and-mortar locations continues to grow. As noted in a recent article in Digital Signage Today, any business pondering this technology ought to ask itself a few questions before making the investment necessary to deploy it. For example:

  • Determine how interactive the sign should be: Although digital signage can be used simply to display a static message, technical innovations have made interactive signage possible. Experts suggest having content that is uniquely suited to the medium.
  • Make sure the content is the right size: Putting too much text on a small display is a no-no, notes Digital Signage Today, because customers will be unable to understand it. Also, introducing too many elements into the screen is going to cost more money.
  • Opt for quality technology: High-quality technology may be more expensive up front, but it is bound to pay off in the long run—ensuring a more fun and immersive experience for customers who will be more inclined to spend money.

“There are lots of variables to consider when assessing the need to utilize digital signage at a single store location or at multiple locations of a chain,” says Sylvain Bellaïche, founder and CEO of Digital Social Retail, a company that has developed a beacon “connector” platform that is revolutionizing the relationship between customers and brands. “One of the main things to consider is how user-friendly the platform is that allows for customization of the content.”

Brands in search of alternative digital signage platforms may want to look for a set of qualities. The first is flexibility and agility. When brands decide to integrate digital signage, it usually involves the installation of multiple screens across numerous locations. Organizing media playlists from a single platform shows brands the different messages cycling through the display screens at all times. The second is wireless control; a wireless platform provides greater control to make adaptations to the messages or ads being displayed on the various digital screens from remote locations. Brands have the ability to change the message being displayed from anywhere. Finally, seamless technology is valuable. Brands will want to look for an interface that can replace legacy marketing materials and equipment with a single, streamlined platform. Storing, organizing and pushing out all digital signage content from a single platform helps make a potential tech headache a smooth process.

The Social Retail® digital convergence platform developed by Digital Social Retail offers an ideal platform on which a business can control the messaging of its digital signage. The technology integrates seamlessly with the company’s mobile screen messaging triggered by BLE beacon connectors communicating with iOS and Android devices running Bluetooth. The platform has proven itself in a wide variety of applications to date.

“Ultimately, digital signage is intended to make for a better customer experience. Those responsible for maintaining the signage should also look for a convenient platform that offers an easy customer experience,” adds Bellaïche.

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