We're all aware of the digital revolution — most of us are a part of it. We also all know that the Internet has changed the path to purchase. Unlimited information at consumers' fingertips has shifted how goods are researched; add smart phones into the equation and the shift increases. Consumers are more empowered than ever and traditional point-of-purchase displays (POP) do not have the power they once had.
When it comes to POP, why is digital the new path to purchase? There are so many reasons, some consumer based and some retailer or brand based. Here are the Top 5 five reasons we're convinced that digital point of purchase (dPOP) is the new path to purchase.
1. It's effective
Digital signage is an uncluttered, technologically up-to-date way to convey brand messaging. From Web to smart phone to the point-of-sale, maintaining a dynamic digital presence is the future of brand advertising, and digital signage provides a vital link in the digital message chain.
2. It provides creative alignment
Digital signage allows agencies to ensure creative alignment and continuity of brand messaging from TV and Web right to POS, keeping the consumer informed.
3. Consumers expect it
In a world where almost every consumer is channeling more and more buying information via computer, tablet or smartphone screen, a digital sign aligns more tightly with consumers' expectations of where and how they are going to receive product and service information.
4. It ensures dynamic messaging.
While traditional POP is passive, digital is active, interactive and provides value to the consumer. Without having to reprint messaging for specials and seasons, dPOP is also flexible to any messaging needs. The freedom from printing and reprinting also makes digital cost effective — and environmentally friendly.
5. It increases incremental revenue.
With a digital sign, retailers find measurable increase in incremental revenue associated with products and services displayed on the digital signs — even more so than traditional printed POP displays.
The new path to purchase includes dPOP — whether we join that revolution or delay; it has been mandated by the consumer. While printed POP displays still have a role at retail, these static and often dated displays simply cannot compete with the animated, full-motion messaging of a digital signage program.
Digital Signage Certified Expert Ben Stagg, director of R&D for Vital Media Inc., is responsible for the technology solutions and deployment infrastructure for Vital Medias digital signage solutions. Stagg started his own digital signage company in 2004, before selling it in 2007 and joining Vital Media.