Thursday, July 18, 2019

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Look what’s playing in store!

By N Jayalakshmi | July 11, 2019

This issue of VM&RD presents a close look at the dynamics of digital signage and other technology led in-store brand communication, through the perspectives of industry players/experts and brands over the next few pages. Read on…


digital signageEver wondered how some brands attain cult status? Like say an Apple for example? How does it come to be seen as a symbol of a certain lifestyle, an icon of success? Of course, the product itself has a lot to do with it. But it’s also the narrative that’s built around it. Today with social media reiterating this brand narrative, the brick and mortar store space is where the same brand narrative can actually be experienced and the cult position established. Besides a great store design, ambience and service, what really adds edge to the brand experience in store is the digital signage that includes motion graphics, moving images and video walls.

A Nielsen research study quoted in a white paper says that 4 in 5 brands experienced a significant increase of up to 33% in sales from their digital signage. Also, a 3-month study by Intel reportedly showed that digital displays capture 400% more views than static displays.

A survey by FedEx called ‘What’s your sign?’ also found that 8 out of 10 consumers entered a store they had never visited before based primarily on the signage and that 7 out of 10 consumers actually bought something because a digital signage promoting it caught their attention. While these numbers may be a bit far removed from the Indian context, they do hold some significance and point to the direction in which store experience may be headed in future.

As industry experts point out, digital signage is one way of positioning the brand in the higher echelons of consumer aspiration, of engaging with them. It is a way of beating competition by offering a value added in-store brand experience, one that the shopper takes back for brand recall later.

Read the full story in VM&RD Digital Signage Special Edition also do check out what a few brands have shared regarding the digital display experience in the July Edition.

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