Digital signage vs print in brick-and-mortar retail
Although print communications have proven their worth in the past, digital signage is progressively taking over. And as the world around us rapidly embraces digital technology, so too must the retail brick-and-mortar space. This article will explore how digital advertising could benefit your retail brand and why you should consider making the transition from print.
Digital signage uses the power of technology and good content to advertise products, or anything else for that matter. Digital signage gives more freedom and flexibility to retailers, while seamlessly enhancing consumer engagement with your brand. Printed communications have evolved for years, and today digital signage is a part of the evolution. Traditional forms of print communications used in the retail space are POS posters, catalogs and billboards. These types of media may continue to be relevant for some brands, but for most it is time to push past the traditional boundaries and truly engage with consumers via digital signage.
There are endless benefits to going digital in-store, each offering different value to different brands. Below are a few of the key benefits that retailers today are already experiencing with digital signage:
Higher cost savings
Digital signage may incur more expense initially compared with printed materials; however it will present long-term savings. Printed in-store POS material requires time and money for design, admin, printing, distribution and setup. Digital signage requires a one-off cost and installation, with minor ongoing costs for support and maintenance. This saves both time and money for your brand and employees. Plus, these costs invariably increase over time as prices for each service increase. POS posters need to be put up and taken down, printed material in magazines or flyers that are easily overlooked or discarded must be printed over and over to be reinforced, all representing significant on-going costs. It is this minimal continuing expense that makes digital signage the more cost effective option.
With the ability for digital signage to be seamlessly updated with new content anytime at the press of a button, the savings continue to mount. After all, it all comes back to the old adage, "Time is Money." In just a few clicks new content can be displayed on your digital signage in-store, across one or multiple locations around the country or throughout the world. This means you can instantly update your campaign materials effortlessly, tailored to whatever time, day or date you wish, whenever you want, ad hoc or on a predetermined schedule. With digital signage, the possibilities really are endless.
Truly engaging content
With good digital signage content, you can guarantee enhanced engagement with your brand, which in turn can lead to increased sales. Digital signage is capable of handling multiple messages at once. With dynamic content and motion graphics, you can display content to a particular audience when appropriate, and numerous ideas can be communicated together without becoming lost or overcrowded. This is something that often makes printed material confusing to understand and generally overloaded in style. Good content enhances engagement, by informing, educating, entertaining or inspiring your audience. Unlike print, which is static, digital signage has the ability to be ever changing, with moving content that is eye-catching and demands attention. Think about when you've seen something move out of the corner of your eye, you immediately look to see what it is — using the same idea, digital signage draws attention. It makes you want to see and discover what it is, to know and absorb this new experience.
Digital signage is becoming a standard for retail brick-and-mortar stores, as it can truly engage, inform, educate, entertain or inspire consumers. Every retailer wants their product to be the best, to be effective, to stand out from the rest and be noticed — well, digital signage will help you achieve this.
Emily Carroll Emily Carroll is the Marketing Manager of Prendi Pty Ltd. Prendi is a full-service digital solutions provider, specialising in the integration of a wide range of technologies, content and interactivity into physical environments. www