Digital Signage in a Printed Sign Universe
Tags: Customer Experience, Display Technology, Retail, Video, Video Media
Source: Scala, Inc.
Type: Case Study
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This document defines the various sources and workflows of in-store Visual Merchandising (VM) materials in the modern retail store. The retail system framework can be relied upon to provide a common data infrastructure for each VM technique. It should therefore not be necessary to create a new system infrastructure or "business silo" purely for Digital Signage.

In the retail store there are a number of sources of Visual Merchandising:

  • Printed at the corporate headquarters either in-house or at a third-party print provider
  • Printed in Store with distributed print networks
  • Printed at the local third-party print organizations
  • Supplied by vendors
  • Output to Digital displays
The implementation of a digital signage network should not be viewed as an independent or new operation within the retail environment. It should be viewed as an integral part of the visual merchandising infrastructure of the modern retailer. Employing the store’s existing infrastructure provides a shorter route to a successful digital signage network initiative.