It’s not just what you put on your digital signage – it’s where you locate your screens that’s just as important. Smart digital signage placement can be the difference between making an impact and your calls-to-action going unnoticed – both inside and outside the store.
Where content remains king is in drawing high street shoppers in to a retail store. Studies have shown that digital window displays are more than 40 per cent more effective than traditional window dressings at driving footfall. By creating a sense or urgency in the display content: ‘Today only’ and immediacy ‘In stock today’ bound within a sales offer can be the crucial driver that coaxes passers-by to enter the shop, while directions and icons can help guide shoppers towards the store’s entrance.
Where in the store
Retail stores and high street shops have what is known as the ‘decompression zone’. This is the area immediately inside the entrance where customers pause, consider the environment, and decide where to move on to. Digital signage is least effective here – somewhat conversely, as they’re the busiest areas of a store. Digital signage is more effective in ‘zones’ of a shop – areas that stock a particular category of goods, for example a DVD zone or men’s casual shoe zone, so think carefully about your digital signage placement.
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Think about customer journey
Customer journey is a digital phrase that holds true in the retail environment. As your customers navigate the store, your goal is to convert them from browsers to buyers. You can do this effectively with digital signage by calling to attention particular sales items and offers within a set zone. For example, if a store is promoting a particular laptop range within a computing section, you can also use the digital display space to point out carrying and protective cases and other peripheries in other areas of the store.
While size of your digital signage is important – there’s greater impact the larger the display area – height is just as critical. The optimum height for a display is dependent on the viewing distance, and a general rule is that for every 1.5metres distance from viewer, a display should be within 50cm of eye level. Typical eye level is between 155cm and 175cm, which as an example means that if a viewer is 5m away, the display should be no higher than 4.5m above the ground, and no lower than 50cm from the ground.
Avoid lighting – if possible
Modern digital signage displays are bright – super bright in fact, with typical contrast rations of 1400:1 and brightness levels of around 350 cd/m2. This means that content is still visible in highly lit areas. However, to get the most impact from your signage, it’s important to take into consideration environmental elements, such as overhead lighting and direct sunlight, and position your signage where each display will ‘pop’ the most.
Content dictates positioning, too
The maxim that digital signage content needs ‘to be relevant, in the right place at the right time’ is worth remembering. There’s little impact in broadcasting a sales offer at store tills: your customers have already completed their shop. Therefore it’s important to map your content offerings and messages to the most relevant part of your store. And even taking in to account the ‘decompression zone’ discussed earlier – there’s a lot to be said to thanking your customers for visiting on the way out and reminding them of up and coming offers.
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