Introduction Getting started with retail digital signage
Chapter 1 What is retail digital signage?
Chapter 2 Building a retail digital signage strategy
Aspect 1: Content strategy
Best practices for retail digital signage content
Choosing content management software (CMS)
Aspect 2: Dwell strategy
Unique features of digital signage networks
Aspect 3: Placement strategy
Aspect 4: Dayparting strategy
The four basic principles of aesthetics
Aspect 5: Call-to-action strategy
Chapter 3 An implementation checklist
Working with the creative team
Chapter 4 Measuring the results
Making a good impression
Playlists, loops and layers
People who have dedicated themselves to a physical fitness program know exactly how hard it can be to determine the right steps to take. Once someone has decided to get in shape, she heads to the bookstore or the library, and once there, is confronted with dozens of experts telling her exactly how she needs to reinvent herself. Of course, no two of those plans are identical.
Retailers deploying digital signage might find themselves facing a similar overload of information. A lot of strategies are available for planning and deploying retail digital signage, and while most of them have similar intent and overall themes, they differ in the specifics. They differ in how they weigh the importance of each aspect. They differ in timing, in syntax, in tone.
And while some diet and fitness plans are best avoided, if one is chosen intelligently and followed faithfully, success will follow. There is no one correct program. So too with digital signage deployment plans, one of which is outlined in this guide. It’s not the only way to do it, but it is one way to do it, and it will work if the deployer is committed to it.
Our plan, developed in conjunction with our sponsor, NEC Display Solutions, takes a five-tiered approach to digital signage. Each of the five strategies — content, placement, dwell, dayparting and call to action — represents a manageable chunk of information and decision making. Put together, they create a holistic strategy that can be managed with relative ease.
Those who follow the plan also will have confidence that their decisions are sound, and that they are based on sound choices that are right for their company.
As with dieting, what matters is not so much how it’s done but rather that it’s done at all. Retail digital signage is similar. It’s worth doing and it will reap big rewards in the long haul.
We wish you all the best with your endeavors. And a special thank you to NEC for making this guide possible and enabling