Feature

Aiding retail’s recovery with digital signage

Text: Rob Fletcher

Digital signage already has a major role in retail environments, but this form of technology may have an even bigger part to play in the sector’s recovery from Covid-19. Rob Fletcher finds out more about how retail could be set for digital healing.

While much has already been said and written about the struggles for retail over the past 12 months, with the sector opening up again this spring, attention is now turning to how the industry will recover as we edge closer back towards some sort of normal.

Getting consumers back into shops will be one of the key challenges for retailers, with shopping habits having changed dramatically during the pandemic. In what is becoming an even more digital world, perhaps it is time for retailers to fight fire with fire and adopt a digital approach of their own.

Digital signage is an incredibly powerful tool, not only for marketing purposes and drawing the attention of consumers, but also in terms of making shoppers feel safe during the exit from lockdown and longer term as we move tentatively out of the pandemic.

Optimistic future

First, let us take a look at where might the general market be heading in terms of digital signage within the retail sector. Sean Wargo, senior director of market intelligence at AVIXA, the trade association representing the professional audio-visual and information communications industries worldwide, predicted an increase in demand for these solutions in retail. “Our research suggests that retailer spending on pro audio-visual products and services is forecasted to be down by 14% globally in 2020 after a peak of $22.7bn (£16.4bn) in 2019,” Wargo said. “However, as shoppers return to more pre-Covid activity, growth in spending on technology also returns in 2021, expanding nearly 6% on an annualised basis reaching $26.3bn by 2025. Despite the declines in retail spending in 2020, Wargo said the market remains the single largest purchaser of displays. AVIXA estimates show $5.9bn worth of displays will be purchased globally through the pro audio-visual channel by retailers in 2020, with this then set to reach $7.3bn in 2021 as a result of market recovery. This, Wargo said, is despite the continual increase of online purchasing, with brick-in-mortar retail shops still thriving. However, in order to stand out in the physical retail market, shops must ensure they can attract customers, and Wargo said using digital signage is sure-fire way of differentiating from competitors. “What this means to retail is a need and desire for brands and stores to differentiate themselves from each other,” he said. “They do so through narratives, or the story that their brand tells to and reflects their customers. “Some of this story is told online, but more and more this story also needs to be told in person. Physical stores facilitate a tactile experience of trying on, feeling, or seeing a product, but also >>>>

just to be in the presence of the brand. “Digital signage and displays are one of the flagship opportunities for AV professionals in retail.”

Versatile communication tools

In terms of providers of digital signage technology within the retail sector, Sharp NEC Display Solutions is able to assist. Jon Raines, corporate account manager at Sharp NEC, said that keeping customers updated with the latest information, promotions and brand story is critical for both building and maintaining loyal customer relationships, and digital signage will help retailers achieve this.

“As a medium for communication, multi-usage digital signage screens are highly versatile tools to support your communications strategy. Instantly updatable and centrally controlled, digital signage offers a future-proof investment and the potential for profitable returns,” Raines said.

“Consumers who might have seen their spending on coffee and meals reduce, find themselves with the money available to spend elsewhere. Hardware stores for instance have seen strong sales in their online channels and recorded an increased flow of customers through their stores.

“Some shoppers might find themselves in unfamiliar territory as they seek to make improvements to their homes. Targeted advertising, information and DIY top tips displayed via signage screens will offer welcome reassurance. Screens located alongside key product lines are highly effective in this scenario, enabling shoppers to access expert advice, via touch or gesture control.”

Aside from these marketing benefits, Raines said digital can also be used to help support consumers who are a little tentative about returning to shops amid the ongoing Covid-19 pandemic.

By combining digital signage networks with sensor-based technologies, Raines said retailers achieve an effective entrance flow management solution, which also offers additional, potentially revenue generating benefits.

Camera-based solutions at store entrances count people entering and exiting the premises, with a screen displaying the number of people for whom there is still space and displays guidance to wait when the shop is at maximum capacity.

Once in store, sensor-based solutions monitor the movement and dwell time of shoppers within defined areas. Signage can redirect shoppers accordingly, encouraging them to visit other sections of the store first, as well as feature advertising and branding,

Looking at solutions available from Sharp/NEC, Raines said its eighth generation E Series large-format displays offer a low cost option for smaller retailers and restaurateurs starting out on their digitalisation journey.

“Often tempted by domestic TVs, which will prove not to be fit-for-purpose, the E Series provides retailers with a reliable professional solution which fits their budget,” he said. “Sizes range from 32” up to 65” and feature an integrated media player for native UHD playback.”

Also available is the new Message line-up of UHB largeformat displays, including the Essential, Mainstream and Advanced Series. Raines said the Essential series is ideal for 18/7 signage application in retail, while the Mainstream Series offers enhanced performance for more demanding 24/7 applications.

For added wow-factor, Raines recommends fine pitch indoor dvLED video walls, which he said deliver high bright, bezeless images, scalable to fit the space available.

“Sharp NEC’s screen ranges offer a variety of sizes and budget options enabling retailers to optimise the mix of screens to achieve the best ROI,” Raines said.

Aside from marketing, Sharp NEC said digital signage can also be used as part of the safe return to retail for consumers .

Drawing attention

Another specialist provider in this area is PPDS, the company behind the Philips brand. Jeroen Brants, product manager for LED displays at PPDS, said while it is already known that video is a more readily consumed method of communicating messages when it comes to social and other channels, this also transfers to retail.

“Digital signage by its very nature enables the retailer to serve dynamic content to draw attention and inform,” Brants said. “What’s more, it can be differentiated during the day, month, season or even for the weather, for instance, marketing umbrellas during unexpected rain showers.

“As solutions have become more easily accessible, in terms of cost and usability, the past few years have seen tremendous growth for digital signage in retail as both major brands and independents recognise the opportunities and additional attention that can be generated for their store or products.”

In terms of the role digital signage will have to play in the return of retail, Brants highlighted how some shops have put PPDS technology to use, in particular PPDS PeopleCount. This allows retailers to control how many people are able to enter a shop using a digital traffic light system, with a digital display showing when it is safe to enter.

While Brants admits that there may be less demand for touch screens, mainly due to concerns over cross contamination, there could actually be an increase in demand for digital signage in general, to ensure all key messaging is in view.

“In some settings, for instance in natural gathering points where more distance is required, a bigger display can also be

part of the solution to keep attention to one point. LED displays can be a great advantage here to have seamless displays going well beyond the largest digital signage displays on the market,” Brants said.

“As we move out of the pandemic this model of buying online and returning to store could provide an opportunity to entice customers back in store, allowing physical retailers to promote other products and sales when they do.

“We may also see a resurgence of people visiting high streets and shopping centres, as the hiatus caused by the pandemic highlights the gap left when the physical store experience is unavailable.

“Digital signage can and will play a big role in that and the future of signage will be driven with more dynamic content and interactivity. And, when it comes to LED displays, bigger sizes and new form factors can help to build new and creative solutions to help interacting with the customer.”

Brants’ closing comments offer an apt conclusion, in that digital signage is set to play a major part in aiding retail’s recovery from Covid-19. When used correctly, this form of media can serve as an incredibly useful marketing tool, while also doubling up as a safety measure to help prevent further spread of Covid-19. Sean Wargo, senior director of market intelligence at AVIXA, has predicted an increase in demand for digital signage solutions in retail.

Jon Raines, corporate account manager at Sharp NEC, said screens located alongside key product lines are highly effective in retail environments.

According to PPDS, digital signage has become more easily accessible for retailers, in terms of both cost and usability.

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