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‘Adaptability is critical in retail environments’

By Sakshi Sanghavi | June 26, 2024

Catering to a price sensitive market without compromising on quality can be a challenge for anyone in the digital display segment. Gaganpreet Singh Malhotra, Director, Wybor, talks about how the company manages to do this, while being focused on customisation.  

Gaganpreet Singh Malhotra, Director, Wybor

The digital display industry is rapidly evolving, driven by advancements in technology and the growing demand for dynamic, high-quality visual communication. This has driven versatile solutions that cater to a wide range of environments, from retail spaces to corporate settings. Key trends include the development of slim, high-brightness LCDs, the integration of interactive software, and the ability to customise displays to meet specific spatial and functional requirements. As core manufacturers with the deepest backward integration in the country, Wybor exemplifies the importance of customised solutions to cater to different settings.

In a recent interaction with Retail4Growth, Gaganpreet Singh Malhotra, Director of Wybor, shared his insights into the dynamic digital display industry and how Wybor tailors its solutions to meet the unique needs of various environments. 

Optimising Space for Maximum Visibility 

Digital Display manufacturing and installation comes with its own set of challenges, over which capturing attention of people in a crowded area adds more difficulties. Addressing this concern, Gaganpreet said, “A prime example of our deployment in a high-consumer area is our collaboration with Killer Jeans. Our digital displays are integrated into their shop-in-shop formats, where space constraints are a significant challenge. By providing customised solutions, we ensure that displays do not waste space while offering maximum visibility for advertisements. This adaptability is critical in retail environments where effective use of space directly impacts customer engagement and sales.”

Differences Between Large and Small Formats

Indoor and outdoor require different sizes of displays with tailored needs. Explaining this, Gaganpreet said, “The installation and creation of digital displays vary significantly between large and small formats. Smaller displays, often used for products like jewellery, mobile phones, and Bluetooth speakers, are typically placed on countertops. These are plug-and-play solutions, requiring minimal setup. Conversely, larger displays might be ceiling-mounted or floor-mounted, and require more complex installation processes, including grouting. Each customer has unique needs, and our solutions are designed to accommodate these differences seamlessly.”

Price vs. Quality in the Indian Market

India is a price sensitive market. Many consumers rank pricing over quality. Sharing his thoughts on this, Gaganpreet said, “The Indian market's price sensitivity often brings up a debate between cost and quality, especially in the transition from static print to digital displays. As core manufacturers, we manage to balance quality with competitive pricing. Clients are increasingly recognizing the long-term benefits of digital displays. For instance, one client managed to update content across 100 stores within 15 minutes, demonstrating the efficiency and flexibility of digital signage over traditional methods.”

Bridging the Hardware-Software Gap 

Digital display has two sides to it - hardware and software. While many manufacturers are masters of hardware, the software technology part often remains a pain point. Wybor address this gap, as Gaganpreet pointed out, “We also provide proprietary software solutions for our digital signage, ensuring that clients can manage their content efficiently. For interactive software needs, we partner with external providers, supported by our in-house IT team. However, our primary focus remains on the hardware and software aspects, leaving content creation and advertising strategy to our clients.”

Merging Innovation with Legacy

Further talking about Wybor and its history of 4 decades, Gaganpreet shared, “Although Wybor is a young brand, we draw upon the 45-year legacy of MAPL Group, renowned for being an OEM to numerous prominent brands across the country. Founded in 2017, Wybor emerged from a commitment to introduce the finest technology to the market, continuously pushing boundaries with innovative products. Our dedication to innovation extends beyond digital displays; for example, our creation of a future-proof 7-star energy-rated air conditioner for EESL highlights our commitment to cutting-edge technology and sustainability.”

Well, here is another example that points to the importance of customization, understanding of client needs and affordable technology in the digital signage industry.  

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