In-store digital signage is an important component of your marketing plan. And just as you plan the rest of your marketing, you need to plan your in-store digital signage: Where are the screens going to go? What’s their objective? What kind of
content are you going to put on them?
Whether you’re planning new construction, a renovation, or adding screens to an existing retail space, there’s a lot to think about when considering where your digital screens should go. There are actually several factors that can hamper the process and keep your in-store digital signage from living up to its potential.
Problem: No in-store digital signage experts are involved in the design process
With new construction or a renovation, the store design agency might purchase and place the digital screens before the digital solution provider comes on site. Though design agencies are top notch at their job, they’re not likely to be as strategic about creating an objective-driven strategy, choosing screens, or determining the best location based on the shopper journey. After all, their job is to make the store function properly and look good, not plan your in-store digital signage strategy. They may choose screens that look nice or place them where they can fill an open space rather than where they would be the most effective in achieving measurable business results.
For example, a store designer might place a screen high on a wall where it looks good and fills an empty space, but the screen turns out to be too high for customers to see. Now the content on the screens is illegible and keeps your in-store digital signage program from reaching its full potential. A mistake like this could have been avoided if a digital signage provider had been consulted about placement.
Solution: Involve your in-store digital signage provider early
Digital screens represent a large investment for any store, because an investment in in-store digital signage isn’t just an investment in the screens. There’s also hardware that needs to be
purchased and implementation that needs to be accounted for. So how do you make sure this investment is a success? By involving your in-store digital signage solution provider early in the process. Digital elements and their purpose have to be a part of the fundamental layout of the store. The signage provider isn’t looking to take over the store design—rather, they just need to see what’s planned so they can design the digital elements around the store.
A good provider won’t step on the toes of the store design agency, but will collaborate with them to integrate the digital screens. The store design affects the hardware used and where it’s
installed. By being involved in the design process, the provider can design digital content to fit each screen and its objectives and meet the brand objectives.
Without proper planning and early involvement, it’s possible your screens will fail because they aren’t optimized to complete their purpose. Get your digital screen providers access to the design and construction as early as possible for the best chance at a positive return on your investment.
In-store digital signage is a critical piece of providing an exceptional guest experience that links a store’s online presence with its physical location, and that’s something that shoppers repeatedly say they are looking for. We wrote a white paper that digs deeper into the topic, but proper placement of screens, in addition to the content on those screens, is critical to providing that experience. Placed in the right location, they can be an enhancement. In the wrong spot they are little more than a distraction.
