There is no doubt retailers need to change and are changing. This year we have seen predicted trends accelerate due to the challenges Covid-19 has brought with online becoming part of the fabric of shopping. Rather than seeing this as a demise of the store, it is an opportunity to innovate and embrace change.
Changing the standard retail store template is a must and begins with marrying business strategy to technology exploitation. Utilising digital, mobile and cloud technology provides retailers with the opportunity to accelerate change whilst harnessing the flexibility these technologies provide.
Trust Systems Limited working with strategic partner Samsung discusses how digital signage can provide the lever to digitally transform your stores enhancing customer experience and driving return on investment by increasing customer loyalty, sales, levels of customer understanding and much more.
Ben Dowson, from Trust Systems has worked with various well-known retailers to design, develop, deploy and manage digital transformation. He shares how in his experience getting the most from digital signage is more than simply putting a screen up and outlines 7 key components to ensure digital success.
What do you want to get out of digital assets?
Your digital signage transformation journey must have very clearly agreed objectives. There are many misconceptions around the potential ROI, however, if you ensure all parts of your business are engaged then the outcomes will be clear and demonstrable.
The display of product and pricing is invariably the driver to consider investment into digital screens, we believe your brand has more value and is more important than displaying a tin of beans or an item of clothing. By utilising digital screens as a platform you will be able to get creative, use animation, video and guarantee valid content in real-time.
Where can you maximise most on digital screens?
The deployment of digital assets does not mean anywhere and everywhere. Thoughtful planning to the positioning of digital displays is essential in the journey to great customer experience and the achievement of your business goals.
Is your digital asset suitable?
There is a lot of choice on the market and picking the right screen is important. There are core elements to consider in a consumer environment:
How will you install your digital signage?
The housing of the screen is more than just about health & safety and security it is an essential part of reinforcing your brand image. Thoughtful consideration to the way in which displays are either installed in a new build or as part of a retrofit programme is fundamental to ensuring success.
Who, or in this case what, will manage your digital content?
Understanding the importance of a powerful and intuitive content management solution is vital as it equips administrators with the ability to create, monitor, manage and schedule outstanding and impactful media content.
How can your teams support one another?
Collaborating with various stakeholders to deliver the best solution is a necessity. Working together with the screen manufacturer, retailers in-house team, any external design/advertising agency, region and store management teams along with head office is crucial to ensure the best possible solution and content.
How will you benefit from a managed service solution?
Working with a service provider who can provide everything in one solution from design to deployment to in-life management enables you to maximise the advantages of digital technology quickly and effectively.
Ben Dowson, Senior Account Manager at Trust Systems has worked with many leading retailers such as Aldi, MidCounties Co-op, Dobbies and Holland & Barret to name a few. Working collaboratively with customers is central to Ben’s ethos to deliver digital transformation.
Over the past few years, Ben has worked closely with Samsung to develop a complete offering in the digital signage arena. His understanding of the challenges and opportunities available to retailers is extensive. Most recently he has worked on the design and development of a deployment of over 2000 screens across 700+ stores.