There’s no question that digital signage in retail can provide big benefits for the businesses using it.
But despite the advantages that digital signage can bring to any vertical out there, many business owners are still wary of investing in the necessary technology.
Are these fears justified? Or are they simply an aversion to change? Digital signage is a cutting-edge way to market to retail consumers, and the process isn’t as complex as many business owners think.
Digital Signage Is Too Big an Investment
Commercial screens. Media players. Software. Custom content, templates, and layout production.
The CAPEX of digital signage is one of the biggest barriers to its use. Small businesses may not believe they have the extra capital to invest in digital marketing strategies. Larger organizations with plenty of money to spend are often subject to bottom-line focused decision-makers who may not be willing to invest in digital solutions. For business both large and small, digital signage fears often start with the bottom line.
While finances should be accounted for in any business decision, retailers focusing only on the initial costs of digital signage technology are taking a shortsighted view of its value.
Using digital signage in retail is more than just a fancy way to grab customer attention. Digital technologies are an important part of engaging and guiding consumers through the buying cycle. When eye-catching visual displays are used to bring prospects in the door and provide them with helpful information during the decision process, stronger retail sales come as a matter of course.
Research by Oracle on retail organizations shows that improving the cross-channel customer experience is the biggest challenge for retailers – a goal supported by integrating digital strategies in brick-and-mortar establishments.
Add in the cost savings of reusable digital displays compared to traditional signage and the boosts to efficiency that modifiable templates provide when creating seasonal displays, and the ROI provided by digital signage skyrockets. Fears about ROI are a thing of the past in today’s retail digital signage world.
Content Production Is Expensive
“Sure,” many business owners say after reading the above. “But what about the recurring costs of content production?”
It’s true that the investment in digital signage doesn’t stop with tech installation. After retail displays are up and running, custom content and layouts need to be generated and updated on a regular schedule to align with the retail establishment’s marketing goals. Given that these layouts must be designed specifically for retail digital signage screens (any pre-owned templates won’t do the trick), the fear of content investment is understandable.
Although money will need to be spent on content, the great thing about content production is that businesses get out what they put in and can invest at any level feasible for their budget.
Large retail corporations will have the extra overhead to create a variety of unique advertising displays to generate serious interest in products, but that doesn’t mean that mom and pop stores need to invest at the same level.
Digital signage in retail has lots of room to grow, and vendors know this. As they continue to develop and streamline their creative production, content layouts are becoming more affordable than ever. Even a basic template acquired on a budget can be customized and put to work for a small business with digital signage infrastructure.
Installation Is Too Complicated
Change can be frightening, particularly when it involves adapting a tried-and-true business model with new digital strategies. In particular, the process of turning an old-fashioned retail signage campaign into an integrated di