‘Turnkey solution maximizes the value of investment in digital signage’

Investing in the right digital signage for your store is a matter of taking into account multiple factors – the hardware, content, maintenance, the store environment, among others. Bhavin Kothari, CIO & Head - Supply Chain & Logistics, ace turtle, who comes from a background of making business and technology merge seamlessly, shares more insights regarding this, in this exclusive interaction with Retail4Growth as part of our series ‘Tech Talk @ DDX Asia’.    

In the context of digital signage, is there a basic checklist that a retailer should have while choosing or buying the right screens for their stores? 

• When choosing digital screens for in-store signage, retailers should consider a key checklist to ensure optimal performance. This includes:

• Determining the type of content (static video or dynamic) 

• Frequency of content updates, and any audio/video requirements 

• The environment plays a role too. While consumer-grade displays are suitable for controlled temperatures, industrial-grade options handle wider temperature ranges. 

• Content delivery methods should also be considered, with options like Wi-Fi, USB ports, or local networks. 

• Screen orientation (horizontal or vertical) and size with resolution needs are crucial factors. 

• Interactive features like touch or gesture controls may be desired for specific applications. 

• Security measures and placement considerations are important, along with choosing a content management system that offers easy control and potential portability across different display setups.

In your observation what's the most common challenge that retailers face when it comes to finding the right screen for their products? 

I think the most common challenge that retailers face is finding screens that are both flexible and future-proof. Ideally, retailers would want displays that can be moved around the store and accommodate various content types (portability and content agnostic screens). However, manufacturers tend to focus on specific functionalities, making it difficult to find all-purpose displays. Additionally, keeping up with the fast pace of technological change can be expensive. Leasing or renting screens can be a solution to both these challenges, as it allows retailers to access up-to-date technology without a large upfront investment and provides more flexibility in terms of content type and placement.

Once they find the right product, what's the next step in making sure they are making the best use of their investment in screens? 

While finding the right digital signage hardware is crucial, maximizing your investment involves optimizing content creation and management. Here's the key: avoid siloed content. Instead, utilize integrated solutions that offer templatization features and leverage technology to streamline content creation. This ensures consistent branding, simplifies updates, and ultimately, guarantees 100% screen utilization, getting the most value out of your digital signage investment.

What kind of after-sales service and other offerings should retailers look for in a digital signage screen supplier?

When choosing a hardware supplier for your digital signage, I think one should look for a company that goes beyond just selling screens. The following points should be considered.

• Open Partner Ecosystem: The after-sales service should be agnostic to different screen manufacturers (OEM players). This ensures you're not locked into a specific brand for future upgrades or repairs.
• Nationwide Support: Look for a supplier with a pan-India presence and a clear Service Level Agreement (SLA). This guarantees prompt and reliable service no matter your location.
• Screens-as-a-Service: Move beyond traditional sales and service models. The ideal partner offers a comprehensive "Screens-as-a-Service" solution. This includes hardware installation, repair, and maintenance, along with content creation and management – a true turnkey solution that maximizes the value of your investment.