2018-04-27

Using Digital Signage successfully at the POS

Using Digital Signage successfully at the POS
 
Author:
Head of Marketing & Sales, Digital Media

Digital signage at the POS has become increasingly important in recent years. The necessary hardware has become significantly cheaper and the software for content maintenance and planning easier and more comfortable to use. Through these developments, Digital Signage has become affordable even for smaller companies. Digital Signage is a modern communications channel, which can offer the customer and visitor clear added value.

To implement a digital signage solution successfully in a business, the goals should be defined, which one wants to achieve with it. Do you want to promote products, entertain your customers, to draw attention to additional services, increase the retention period, or simply want to keep your customers entertained or create a better ambience? The objectives can be varied and thus also the solutions in the implementation.

When goals are clearly defined, it is easier to provide and prepare the appropriate content. A good preliminary planning of digital advertising messages facilitates implementation and operation. As in all communications, the content must also be created in a targeted manner. In the case of content planning, the costs for the procurement or creation of content must also be considered. Even the technically best-functioning digital signage solution is only as good and successful as the content, which it broadcasts. In this case, quality comes before quantity.

Digital Signage Example 
Digital Signage Example

Choosing the right location for digital signage is not negligible. Depending on the purpose and type of the content, certain places at the POS are more suitable than others. A digital signpost e.g. should ideally be positioned in the entrance area or on exits and elevators. At the cash registers, product advertising is less suitable, since the purchasing decision is was already made. Indicators regarding guarantees or services, which confirm the customer in her the purchasing decision, would be better suited. In terms of the positioning of digital advertising surfaces, the content plays a decisive role in addition to the visibility to the customer and the external influences such as the light conditions.

In summary, it can be said that digital signage is also a worthwhile investment for smaller companies. A good plan regarding the implementation is a prerequisite. It is important that the existing resources of the business are taken into account as well. Digital signage pays off in the shortest possible time and supports the stationary trade with a targeted and modern customer communication directly at the POS.

Digital Signage Example 
Digital Signage Example
 

Author:
Christian Schuler
Head of Marketing & Sales, Digital Media
Christian Schuler holds a bachelor`s degree in Computer Engineering and Computer Science and has been working on this topic for over 25 years. With his master`s degree in Sales and Marketing he complements this knowledge optimally for today`s market challenges. After studying, he worked for a long time in software development. He then became the managing director of a retail company and a trading and sales company. Today, customers at the Media Concept Group benefit from these years of experience. He shares his knowledge on this blog.