By David McCracken - Livewire Digital

Turn on any high school or college sports movie and you’ll see a natural rivalry between the jocks and the tech nerds(…who I refer to fondly, being one of them!). Something in their DNA just can’t make these two groups get along. But in the case of sports Halls of Fame, life doesn’t seem to imitate art — jocks and tech geeks get along perfectly.

The hottest trends in sports Halls of Fame are digital signs, kiosks, and interactive software to organize and display the overwhelming amount of sports information available.

Baseball Hall of Fame

From the exhibits to the devices employees use to run operations, the Baseball Hall of Fame is taking tech to a new level. The Cooperstown landmark uses digital signs and interactive kiosks to give visitors a customized experience, no matter what they’re interested in.

The Baseball Hall of Fame has also started digitizing three-dimensional objects like documents and historic items to give visitors a hands-on experience, even if the physical item itself isn’t in the museum.

College Football Hall of Fame

Hot on the heels of the Baseball Hall of Fame’s tech success is the hall of fame for America’s #2 pastime: college football. You won’t see any plaques or busts in the College Football Hall of Fame — you’ll see movable touch screens instead. This Atlanta hot spot also incorporates RFID technology. Each visitor who enters selects their favorite team, and interactive video walls and other elements throughout the Hall are customized to reflect their preferences.

University of Massachusetts

At the UMass Football Hall of Fame, visitors use an interactive exhibit to explore the university’s 130-year-old football program. Kiosks and digital signs show visitors detailed historical information, current data and statistics, and engaging information on players, coaches, bands, mascots, and more. The digital directories allow every visitor using the kiosk to easily find something of personal interest through use of the touch screen software.

Stevenson University

The Stevenson University Mustangs were inspired by the All-Sports Museum at my alma mater, Penn State University, and wanted to use the same interactive kiosks as well as video wall technology to celebrate their own program. Visitors of the Stevenson Hall of Fame use the touch screen kiosk and ultra-high definition video walls to learn all about the students and staff of the Athletics Program. Livewire’s eConcierge Content Management System makes it easy for school personnel to update and change the information on a dime — and since sports are always changing and evolving, this ensures the most up-to-date information available.

Ultimately, this technology provides so much more than could ever be inscribed on a plaque in traditional Halls of Fame. Why share a small amount of information with plaques, busts, and photos, when you can share a limitless amount with kiosks, video walls, digital directories, and a content management system?

As a professional in the digital signage business, I've developed a habit of checking out digital signage deployment wherever I go. Airports, QSRs, retail stores, malls and electronics shops have more digital signage displays than ever before. Besides giving an appearance of a growing business, the presentation digital signage makes is always the key I pay attention to. The unified color characteristics across multiple displays, display-array or video wall always represent the major issue I am concerned about.

Average consumers might not be overly worried when color is off a bit on their consumer TV. However, that same consumer might get upset in front of a display-array or video wall with the same hodgepodge of colors. The adverse performance effects of poor colors on a digital signage display-array are worse than not having the display at all.

The point being that the viewer needs information right then and there, and those off colors aren't helping, but are greatly affecting buying decisions. Those bad colors are only aggravating his or her intent to capture the information they need.

The bottom line is that commercial video walls or digital signage must have the right colors all the time.

Therefore, color calibration is key when selecting LCD displays for display-array and video wall applications. Therefore, a handy tool to easily calibrate color is of utmost importance. Business owners can use the tool to help correct and maintain the right colors and color uniformity across all displays.

It's not only got to be the right tool, but an easy one to use without the bits and bytes associated with a technical gizmo. Something that only takes one click of the mouse, and all the displays in a video wall are automatically color calibrated is the ideal one for ordinary business owners.

The ideal calibration tool should be easy to operate and simple to process. For instance, during this process, all parameters of each display are saved for future reference as part of the calibration process.

The owner selects a single display to act as a central point.  Remaining displays in that video wall are then matched up with the central point display.  Once the mouse is clicked, color calibration is performed for the complete video array or video wall.

In addition to pricing, quality, reliability, and post-sale service, selecting the right display that comes with the ideal color calibration tool is a key part of doing one's major pre-purchasing homework.

By Jessica Glynn
Reality Interactive

Consumers may love shopping online, but that doesn’t mean that it’s right for all purchases. Sometimes, you need to try before you buy. This is where having a physical location comes in handy.

Retailers that began in an exclusive eCommerce format like Birch Box and Athleta have started opening brick and mortar locations over the past few years. Now even Amazon is opening physical locations.

Google may be thought of first as a search engine, but that doesn’t mean they don’t have their place in retail. After all they have products to sell; like laptops, phones, tablets and Chromecasts. In the future they may also have a reinvented version of Google Glass. With this in mind, they have opened their first “shop in shop”, called The Google Shop, in Curry’s PC World in London.

The Google Shop will allow customers to explore the different devices available from Google and to learn about how the devices work together.

Features of the Google Shop

Just because the Google Shop is a shop within a shop, doesn’t mean it’s a simple mall kiosk where you buy cell phones. The Google Shop experience is a unique, innovative and interactive one.

It features “Portal”, a surround-screen which allows users to explore Google Earth. The “Doodle Wall” lets customers use digital spray cans to paint their own version of a Google logo, which they can then share on social media. The “Chromecast Pod” is a spot for customers to watch movies from Google Play or videos on YouTube. The “Shadowbox” is positioned to be visible from the sidewalk to draw passersby into the store. It shows rotating digital art which highlights local London landmarks.

The Google Shop will also host public events and classes, including Virtual Space Camps which will teach children how to code.

 

by Dan Brown - RMG Networks

Have you ever walked into a corporate lobby, retail store, hotel or any venue and thought, “Wow, that digital signage display is too large!”

Humorous, but of course not.

Most of the time, if anything, displays are commonly undersized. Why? Well, while 55” seems large in the intimate setting of your living room watching the latest best-selling blu-ray, the affect may be lost in a different environment with a different purpose.

What do you need to keep in mind when selecting screen size for your business?

A 55” display is the viewable distance from corner to corner diagonally across the screen. Assuming a 16x9 widescreen display, this equates roughly to a height of 27 inches and width of 48 inches.

There are formulae from every TV manufacturer and standards committees such as SMPTE or THX to suggest screen sizes and are mostly geared toward consumer entertainment applications.

Don’t get confused if you start researching the web for the correct formula to use. Your specific application may differ. The important thing is to use a formula (or any formula) as a starting point, not an ending point.

Here are a few examples of different formulas and applications, and their resulting viewable distance.

General at-a-glance viewing or video

    4 x 55” diagonal = 220” (or about 18 feet) viewable distance
    8 x 27” height = 216” (or 18 feet) viewable distance

Reading text or data

    6 x 27” height = 162” (or 13+ feet) viewable distance

These examples assume you are using the entire full screen to display your content. Are you? Often the display is segmented to display multiple content items.

For example, on that same 55” display, let’s say we want to include a side panel graphic. Reserving 12 inches width for this content leaves us with 36 inches of width for our main content which is effectively the same as a 42” display.

This changes our viewable distance from the previous examples.  

General at-a-glance viewing or video

    4 x 42” diagonal = 168” (or about 14 feet) viewable distance
    8 x 20” height = 160” (or 13+ feet) viewable distance

Reading text or data

    6 x 20” height = 120” (or 10 feet) viewable distance

Even though you started with a 55” display, because of the content requirements and screen real estate limits, you are effectively limiting the viewing distance of the display by several feet and shrinking the content. This may or may not be a negative; but it is definitely something that needs considering during the design phase.

Likewise, why put the current temperature nestled in the corner of screen when its “real life” size on a 55” screen is nearly the size of your thumbnail and not truly viewable beyond 6 feet from the display. Is that the intended audience range? Probably not. This is another reason to make sure all content is viewable at your target distance.

Screen size is certainly only one factor of many to consider in your digital signage deployment. It works in coordination with screen placement, lighting, other environmental factors, and of course (and most importantly) content!

So you have a formula to determine display size, but how about content? How large a font should you use to get your message across and easy to read? As a general rule of thumb, it is recommended to have 1 inch of font height for every 10 feet in desired viewing audience distance.

Now you're ready to configure your optimal signage and content size.

But, even in our high tech world, old school methods still work.

I was with a customer once who used a properly sized cardboard cutout pattern of a TV they were considering and taped it onto the rich marble wall to get an idea of what it would look like and how much space it would occupy. They used white poster board and markers to write some sample content to understand what font dimensions were required to reach the furthest intended viewer. I thought it was a brilliant idea and was glad to see so much interest and consideration into making sure not only the correct display size was chosen, but more importantly, the proper content size. Well done!

Whether, you use a high tech online calculator or poster board cutouts, you have begun a very important process of considering what is important to you and your viewers.

When budgeting for digital signage displays, it is always easier to add more displays later, rather than try to “right-size” a set of undersized displays already deployed.

It doesn’t need to be a $63M, 362' x 62' behemoth scoreboard like the Jacksonville Jaguars, but definitely give thought to the size of screen required for your application (then maybe even go up one size). As you start the process of determining the correct screen size, here are some questions to ask yourself --

•     What type and quantity of content will be displayed?
•     Will the content be displayed full screen or on segments of the screens?
•     What is the smallest content to be displayed?
•     How far is the desired viewable distance?

Once you know the answer to these questions, you know the required content size. And, required content size should be the leading factor to your screen size decision; not vice versa.

Interactive Customer Experience Association (ICXA) will host its first annual ICX Summit in Chicago on June 29-30, 2015.

Louisville, KY (PRWEB) - Networld Media Group today announces the launch of the Interactive Customer Experience Association (ICXA), which will promote and accelerate the convergence of customer experience technologies and disciplines across all consumer channels.

“The need for ICXA reflects a rising emphasis among brands to create superior customer experiences through multiple technologies,” said Networld Media Group’s CEO, Tom Harper. “Our membership unites professionals from such disciplines as customer experience and service, loyalty, merchandising, marketing, sales, and retail operations.”

Technologies employed by these innovators encompass CRM, POS, digital display, self-service, e- and m-commerce, mobile payment, and much more. ICXA represents a broadening of scope to understand how various technologies can be combined to create unique and unprecedented consumer experiences.

ICXA will host its first annual ICX Summit in Chicago on June 28-30, 2015. Keynote speakers include Blaine Hurst, EVP of Panera Bread and Paul Price, CEO of Creative Realities.

The soon-to-be-launched ICXA.org website will feature a members-only education archive, including videos, webinars and podcasts covering the association’s educational activities. The site will also offer an industry blog and supplier directory.

To jumpstart its launch, ICXA is merging with and absorbing the full membership of the Digital Screenmedia Association (DSA), which had focused previously on the self-service, kiosk, and digital signage technology segments.

“The DSA board is excited about this new direction,” said Bill Lynch, DSA president and new ICXA board member. “The emerging customer experience market encompasses all of our member industries and much more. Our research into market trends and member needs finds most DSA members either expanding into broader customer experience solutions or aligning with partner companies. It became clear that our association must evolve to better serve the expanding needs of our members.”

Existing DSA members will receive full membership in ICXA and enjoy increased benefits with additional learning, networking and peer groups. Technology innovators and suppliers will be invited to participate as instructors in a new online learning series.

Under the leadership of Executive Director Scott Slucher, the new ICXA will continue to expand and develop membership across such industry verticals as banking and payments, retail and restaurant, healthcare, hotel and entertainment, education and government. Slucher brings to his new role many years of professional experience in sales and marketing, digital media, and market research disciplines. His specialty is helping organizations make deeper connections within their industries.

About Networld Media Group

Founded in 2000, Networld Media Group is a leading business-to-business (B2B) media communications company specializing in digital media, associations and events in the mobile, self-service, digital signage, retail, food service and financial services industries. Online properties include ATMmarketplace.com, DigitalSignageToday.com, FastCasual.com, PizzaMarketplace.com, KioskMarketplace.com, MobilePaymentsToday.com, VirtualCurrencyToday.com, QSRweb.com, RetailCustomerExperience.com and ChurchCentral.com. The company produces executive summits in the fast casual, retail, ATM and mobile payments industries. Its custom media division develops Web sites, premium content and marketing services for associations such as the ATM Industry Association and the Electronic Funds Transfer Association.

David McCracken
President
Livewire Digital
 

Is it just me, or is virtual reality (VR) popping up everywhere? Whether you’re chowing down on pizza or waiting at a bus terminal, interactive VR technology is growing every day. Now, we’re seeing the first smart retail store using this technology.

You might think the Rebecca Minkoff flagship retail store would want the incredible technology it created with partner eBay to be the focal point of the retail space. But it’s precisely the opposite — they made it as subtle as possible.

Reflecting the Future

High-tech touch screen mirrors bring the online world into the physical retail space. At first glance, they look like regular mirrors, until shoppers tap to transform them into touch screen, virtual reality havens.

Shoppers select the pieces and sizes they want to try on and a sales associate will bring the items directly to a changing room. Shoppers receive a text message when their room is ready — hello, omni-channel networks!

One Step Further

The smart changing room takes it even further to enhance the interactive shopping experience. RFID technology allows the self-service software to recognize each item within the room. With one tap on the touch screen mirrors, shoppers can request different sizes, place items into virtual shopping carts, and purchase.

The software also attaches each item tried on and purchased to a shopper’s account. This allows it to make intelligent retail recommendations based on the customer’s taste in the future, further customizing the experience.

Touch Matters

The smart store understands that VR can’t replace the need to physically experience something. We’re seeing this with larger items too, like Audi’s virtual reality car showroom. For as amazing as this interactive technology is, Audi also incorporates samples of interior and exterior finishes for customers to touch.

Having physical samples is important for both large-item retailers and stores with mass customization options. A shoe store, for example, could have one sample pair of shoes with virtual images and physical swatches of all the different materials the style comes in.

Previously, we’ve always looked at an online store as an extension of the physical store, but the smart store flips this idea on its head. eBay views the physical items in the smart store as a manifestation of the online experience. Pretty crazy, right?

What do you think — would you want this technology in your retail experience? Or is this too much, too soon?

By Jason Shave
Sales Manager
RMG Networks

As a salesperson, I spend a lot of time traveling to the reception areas of numerous companies in various industries. I am constantly amazed at how ‘vanilla’ and unassuming many are – surely a reception area is the place to showcase the company’s attributes and act as the pulse of their professional significance. Should I not expect to be engaged, wowed or learn something during my visitor experience?  Do first impressions no longer count?

Cast your mind back and think about the last 10 reception areas you visited. My guess is that many, if not all, were slightly outdated from a technological perspective.  They probably had a tiny TV mounted in the most ridiculous place possible, showing BBC or CNN or possibly just a blank screen, which even if it was turned on would have given you neck strain anyway. So what did you really learn about those 10 companies whilst sitting in their reception area waiting? Would very little be a safe assumption?

Now visualize the same reception areas with a large, multiscreen intelligent signage video wall installed and split into different zones. This would bring the space up-to-date with color, graphics and information, rendering the reception area in line with brand image, identity and visitor expectations. Companies could display their own real-time data and information, share price, employee engagement messages, social media feeds, green credentials, case studies, customer facing messages and more. All of a sudden, the company goes from being the same old tired and unexciting corporate mogul to a relatable, current and zestful company that people want to work for and/or do business with.

Simply put, it’s a message. Compelling visual signage says this is a company that embraces advancements in technology and other future trends; that they’re an engaging company as seen by their employees’ messages and also by your own engagement as a bystander getting more acquainted with the company. Business decision makers could even perceive the company as being ahead of the curve and want to associate their own business with one like that.

I like to think of a video wall as being a canvas to the possible, a window into real-time information and eye candy, where the viewer is visually engaged through the clever mix of data and content. When done right, the return on investment is instant.

By Christopher Hall
Editor
DigitalSignageToday.com

The aesthetics of digital signage and design — and the intermarriage of the two — are in flux. The idea behind digital signage is now in many cases as much about providing a digital experience as about advertising a sale or delivering a message. And design, specifically the design of a physical space, is becoming more and more about connecting people to place with experiences — experiences that can be provided or enhanced by digital signage.

A look at how the two can work, and in some cases already are working, together brought Justin Molloy, the director of education for The Society for Experiential Graphic Design, together with Matt Schmitt, the president and co-founder of in-store digital media solutions provider Reflect, at the recent Digital Screenmedia Association Symposium in Dallas.

"We don't want to just throw technology at the wall," Schmitt said during the duo's presentation, "Connecting People to Place Through Digital Experiences," that looked at how digital signage can help create the built space as an integrated design element as much as bricks or mortar are. "[Designers] want to understand how it complements the environment."

Digital signage and screen media have changed, as have the perceptions of them by outsiders, Molloy said. They are becoming viewed by architects and designers as a key part of a tool kit for creating branded experiences, and have moved beyond being seen as useful primarily for wayfinding or dynamic messaging, he said.

"Where does the screen end and where does the drywall begin?" he asked. "The traditional silos that have existed for so long have blurred."

The SEGD is a collective that bills itself as a "global, multidisciplinary community of professionals who plan, design and build experiences that connect people to place," according to its website, and it includes a range of "graphic and information designers, fabricators, architects, exhibition designers, technology integrators, interaction designers, brand strategists, students, wayfinding specialists, teachers and others who have a hand in shaping content-rich, experiential spaces."

"People are creating experiences that connect people to place," Molloy said. "They're creating that relationship between content and space."

Molloy provided captivating visual evidence of that with several video case studies — including one from the Yale School of Management in Connecticut and another from the lobby of The Cosmopolitan of Las Vegas. Both showed digital signage technology as an architectural and experiential medium that had more to do with how people experienced the built space.

At the Cosmopolitan, the digital signage is part and parcel of the built space, it seems, covering lobby pillars and creating a sensualized experience for visitors.

And at the Yale School of Management, not only did digital signage become a key component of the building and the experience of the space, data itself became a key element of the signage and the experience.

Still, despite the changes, one key thing remains the same, and that is that the merger of design and digital signage or experiential technologies still needs to have and achieve a defined objective, Schmitt said.

Schmitt started off the talk by going over a project his firm did for upscale jewelry chain James Avery in which digital signage was a key component of the new store design from the start. The process "really drove home" the value of having designers take part in the same discussions with marketers and technology providers, he said. The designers too often work in parallel with, or in isolation from, the other two, according to Schmitt.

"They need to be at the table," he said, rather than just being told they have to fit a screen in somewhere. "So they can make it seamless and still achieve the objective."

By Julie Rasco
RMG Networks
 

Isaac Newton once said, “We build too many walls and not enough bridges.” Nowhere is that truer than in corporate environments.

Departments often operate in silos, even in small companies. From different procedures and policies to different software and working hours, organizational silos are part of today’s working culture. The problem with silos is when customers notice. A seamless transition between departments is a critical part of the customer experience.

One area where silos can impact customers is from back-of-house to front-of-house operations. Hotels, convention centers and large corporate campuses have to update their meeting room signage daily to make sure guests know where they are supposed to go. Imagine if this signage was not only automated, but the signs themselves were intelligent enough that a guest could walk up to one and search on it to see where they are supposed to be not only today, but also tomorrow?

This smooth flow of information doesn’t just impact external customers, but has implications for internal communications as well.  Have you ever scheduled a meeting room and found that when your meeting was supposed to start, another group was already there? Or, how about when you’re in the middle of an important presentation and there is a technical glitch and no IT person to be found? An intelligent door display would solve both of these issues by showing who had reserved the room and offering an audio dialing option for room help (more coffee needed STAT!).  

The new era of digital door displays is the perfect bridge for a seamless - internal and external - customer experience. With display sizes up to 21”, you don’t have to pull out your glasses to view the messages, and power over Ethernet designs make for easy installations that don’t require expensive electrical upgrades.

Where am I going? How do I get there? What’s going on today? To find the answers to these questions, today’s cutting-edge companies don’t rely exclusively on concierges, static displays or receptionists – they use the latest in digital door display signage!

Glen Young
Sr. Product Marketing Manager
Philips Signage Solutions

Can remote control apps damage your digital signage?

Smartphone technology continues to amaze with so many different features and functions. But the latest one is the one to be extremely wary of in certain situations. Among the most recent advancements coming from the smartphone is a TV remote changer app.  

This app can be downloaded into a smartphone, and all of a sudden, the person holding that smartphone has the power to remotely control a  TV just in case he or she misplaced the one usually found on the coffee table. Who knows? Maybe one of the kids may have picked it up for whatever reason.  

Not a bad app. Life is getting easier with apps like this one.  

However, there’s a downside to this TV remote control app, especially if a business has taken the low-cost route and is using a consumer TV and PC for its digital signage. There's lots of money saved there — but, boy oh boy, there are a multitude of pitfalls associated now with the smartphone remote control apps.  

Let's say it's a highly competitive business. Who's to say, anyone could stroll into a store, restaurant, fast food place, a small retail business or whatever business? With this new remote control app in their smartphone and a few quick strokes, a business's TV-based signage display could be turned off, switched to another channel, or the speaker volume, colors and contrast could be messed up.

It's one thing to take the low-cost route and incur a considerable number of potential problems associated with using consumer-grade TV screens and PCs for a commercial signage application. But it's another thing entirely to get sabotaged without knowing who or where the culprit is.  

Also, it could be that particular business or restaurant is one of the unlucky ones with a commercial signage that lacks a lock against others' remote control ability. But now, a business owner is placing himself in a position where almost anyone coming into the shop can sabotage all the sales efforts promoted on that signage, and the business owner wouldn't be not aware of it until after the damage is done. When I say damage, I’m talking about incurring glitches in the business operations by altering or jeopardizing your sales displays.

While it's a bit more expensive, it makes good business sense to not only upgrade to, or start out with, a commercial-grade digital signage display, installed professionally, as well as making sure to have the key feature of a remote control lock in that new signage or video wall installation.  

A business owner works long and hard to get the business to a healthy level. The last thing he or she wants is to be a candidate for competitive sabotage or a victim of a prankster who'll do damage to a place of business's signage just for kicks via that smartphone remote control app.

By Dan Brown
RMG Networks

       

Less is more. It's a phrase that gets used often and one that came to mind recently as I heard about the results of a company's decision related to a digital signage deployment.

In this particular instance, the company's goal was to build out a digital signage network on three different floors of their office building. The company spent tens of thousands of dollars on server hardware, various server software licenses, digital signage software, media players, mounting brackets, video transmitters and receivers, cabling - you get the idea. The list goes on and on and the dollars added up to a large capital investment. Obviously the problem that needed solving was important, so an investment was made.

What could possibly go wrong?

This was an infrastructure install resulting from a move into a new building. In order to cut costs, the company decided to repurpose existing 32" flat panel displays from their old building. These displays were showing their age. I'm sure you've seen the type - the ones that have that have amber tint on the right half of the display like someone spilled coffee on it. Yikes!

The majority of the displays were mounted on a high overhang of inner perimeter hallways. Potential hallway viewers either walked right under the displays without noticing them or had to lean against a cubicle wall and look almost straight up (a la front-row-of movie-theater effect). The displays were also too small to see past the first two rows of cubicles, rendering them ineffective for the other 80% of potential viewers.

After thousands of dollars of investment, skimping on the final and most important part of the digital signage installation ruined the objective of the whole system.

What should have happened?

The company should have heeded the previously mentioned old adage and scaled back. Instead of servicing three floors, they could have deployed only the two most important floors at the onset and invested the third floor savings in larger and higher quality displays.

Hiring a professional digital signage consultant to help plan display locations in order to reach the most viewers (and right viewers) would have yielded a better result and a better ROI. The company's on screen messaging was important (no doubt) for employees to see. So it stands to reason that the greater the influence the message could deliver, the greater the measurable ROI. Had this influence and ROI been properly recognized, the argument to approve costs to extend the installation to the third floor would have become natural.

This all brings to mind another saying: the most brilliant book cannot be read and appreciated if it isn't opened. For our market, this translate to a digital signage system isn't effective if it can't be seen.

By Ben Johnston
RMG Networks

So you've decided what you need to satisfy that hunger is some good old fashioned digital signage.

Cooking Up Digital Signage

Nothing like using screens and software to motivate employees, shoppers, or whoever is coming over for dinner. No doubt you've put lots of thought into all the benefits:

•  Better performance from more engaged and informed employees or
•  Sales lift on items shown on displays in your store or
•  Better decision making from your frontline employees

Regardless of what appeals to you, your mind is set. You want Digital Signage. But you're not quite sure how to get started. Well, stay tuned my hungry friend and I'll share with you the ingredients for Digital Signage a la mode.

Basic Ingredients of Digital Signage

•  LCD Displays
•  A place to hang them (walls are great)
•  Media Player (basically a PC or computer that plays video)
•  Content (stuff to put on the screens)
•  Software to control the stuff you put on the screens
•  Some cables, mounts and other doo-dads

Step 1: Hang the displays on the wall. Don't forget to use a level and make sure the displays are at eye level. Oh, and lift with your legs when unboxing the displays - we don't need any injuries on the job.

Step 2: Connect that media players to the displays. Hopefully you bought nice ones that are easy to install and play nicely with the other devices in your technology pantry. Season with the cables, mounts and other doo-dads.

Step 3: Fire up your Digital Signage software. Once properly heated, import your content and schedule it to play on the displays.

Step 4: Head to 7-11 and pick up your favorite flavor of Ben & Jerry's (I had to work in that a la mode promise).

Step 5: Back in the office, enjoy the fruits of your labor as your company's productivity soars and all your problems vanish like the hunger you felt before you ate the pint of Ben & Jerry's.

Alas, if only Digital Signage were so simple. In reality, the recipe for digital signage really isn't much different than the list above. But like a good recipe and quality ingredients make a gourmet meal, the right hardware and a well crafted content strategy separate the successful digital signage deployments from the failed pilots. 

Tracy Robertson
ADFLOW Networks

With 14 years of experience managing complex digital signage rollouts for some of the largest retailers in North America, we have developed a few best practices along the way. Deploying digital signage is not just hanging screens – it is about integrating the digital experience into the DNA of a store’s design. From considerations around cabling to positioning media players and digital screens, here are some of the lessons we’ve learned that save time and money and ensure our clients get the most value from their investment.

1. A site survey streamlines the installation process.

Conducting a site survey before the installation identifies the right mount for the solution upfront. For example, in cases when a site survey isn’t done beforehand, the installer may not realize that the media player is going to be mounted on a cement wall, which requires a ceiling mount. The site survey also prevents problems with cabling; we’ve seen situations where clients must redo cabling because they didn’t factor in the impact of other electrical devices in the store and that can be costly.

2. The optimal location boosts the effectiveness of digital signage.

Attracting the attention of shoppers is key to a successful retail digital signage project. Unfortunately, when installing cabling the tendency is to just put the screen close to the power source which isn’t always the optimal location. Even if cables need to be changed or the power moved, it is important to take the time to determine the right screen location for the best impact. Understanding the goals behind the installation of the digital signage helps determine the proper placement. Before you install your screens, ask yourself “what behavior am I trying to encourage with these screens?” This simple question will force you to think through screen placement and store traffic patterns.

3. The right cabling set-up is critical.

When we arrive at locations where someone else has done the installation, often the cables are running here, there and everywhere and nothing is tied down. Cabling shouldn’t look like a spaghetti dinner. Taking the time to meticulously label and tie down each cable so it’s well organized will save time and avoid headaches in the long run. That way if you need to resolve a problem in the future, it’s easier to determine which cable is causing the issue.

4. Purpose-built media players enhance digital signage solutions.

We see people using a regular PC to deploy digital signage and then experiencing jittery content or issues with content that won’t play properly. Using media players that are purpose-built for digital signage and custom-designed for your applications provides greater reliability and better results.

5. All screens are not created equal.

Some people use consumer TVs for their digital signage solutions, however, home TVs are not meant to run 24/7 so they end up failing, which is costly. If you are serious about providing a superior customer experience, it pays to use commercial screens, which are designed to run continuously while maintaining a sharp, high quality picture.

6. Good communication is an essential part of the process.

We do a number of things to keep the lines of communication open including site surveys so everyone is on the same page about the project. Another critical activity we do on all installations is to create a wire diagram using a store layout and architectural drawings to detail the engineer’s designs for the mounting and placement of digital signage. When a technician goes to do the installation, they have a clearly laid-out plan of every engineered detail of the solution. In cases where a company has their own installation team, we provide instructions and direction.

7. A strong project plan helps mitigate risk.

Everyone involved should know what needs to get done, when, how and who is responsible. This will prevent problems such as components not arriving on time. If you are planning renovations, the project manager can coordinate them to dovetail perfectly with the digital signage installation to avoid extra costs. Perfect execution is critical. If a new store has a grand opening, sometimes there is a narrow window to get the installation done.

8. A support team is invaluable for resolving installation issues.

When you encounter issues, having access to a knowledgeable support team is critical. We have a remote online monitoring system that enables us to ensure the media player is working properly before the installation is completed. When issues arise, we can proactively reach out to resolve them before our customers even realize there’s a problem.

Ben Johnston
RMG Networks

Meet our fictious friend, Samantha. Samantha works in the People and Culture Department (formerly known as HR) of a mid-sized financial services company.

Meet Samantha

On any given day, Samantha and her department colleagues have a lot of information to share with the company's employees. They frantically spend much of their time organizing that information into emails, handouts, and meeting agendas in order to educate the employees on a wide range of subjects. But the problem is that the employees are very busy and distracted, and their calendars are full and their in-boxes overflowing with emails - many of the messages don't even get read or absorbed. And, these are important company messages that could help the employees be more productive!

One day, Samantha goes to a happy hour with her local metro-area "People and Culture Professionals" group to socialize and learn about trends others are using in employee communications. Over drinks, she shares her problem with the group. Then she hears Brian, a colleague from another company, talk about a great solution he has found called Digital Signage.

Brian explains to Samantha that he realized the employees at his company like looking at the TV screens in the break rooms, the lobbies and the conference rooms, which the company used to just play the news. Brian says he realized the TVs would be a great way to reach busy employees instead of clogging up email boxes and holding more meetings. He then tells her he found a company that showed him how to put his important People and Culture messages, company performance data, and even real-time production information up on the screens. They even showed him how to bring in sports, news and weather to keep viewers engaged. As a bonus, it turns out that publishing annoucements on the TVs is really easy to do, as simple as writing an email and dragging in an image in many cases.

Brian's company still uses email for some annoucements and hasn't eliminated the need for meetings yet, but his department's email volume is down and from surveying his employees, he knows their awareness of company events and their engagement with the company's goals has increased. Brian is happy with the results.

Samantha buys Brian a drink and asks him to tell her more. She thinks she just might have found a solution to some of her problems.

Submitted by Ashley Ropar
Marketing Manager
Industry Weapon

For that matter, nobody's reading those occasional emails, either.
Or the quickly-scribbled reminders on the whiteboard in the lounge. Yet those haphazard attempts at corporate communication aren't uncommon. In a fast-paced work environment, companies find it difficult to maintain strong communication amongst employees. There's always something new to report and there's no way to get that information out instantaneously. At least without digital signage.

It seems pretty obvious, right?
A digital platform allows you to constantly distribute accurate, useful information to each and every member of your team. More exciting and advanced than traditional fliers and emails - let's not even touch on the whiteboard - digital signage demands attention, meaning your message will be received, not ignored.

On Average, an employee receives 304 business emails per week. Lost within that overstuffed inbox important internal emails simply cannot get the attention they need. Trying to sift through emails is exhausting and a waste of employee time: In Fact, 10 IQ points are lost while constantly fielding emails, which is the same effect as losing and entire night of sleep. That guy's going to have some trouble focusing today.

Constantly struggling to convey the latest meeting and event times, as well as their dates and locations?
Relay that information on you digital screens, alerting employees and allowing them to organize their schedules accordingly. No longer will employees be uninformed about where to be and when, juggling layers of information jumbled up within dozens of emails.

Digital signage also serves as a motivational tool for employees to stay on-task.
Display the latest sales numbers and approaching deadlines to remind everyone of their responsibilities as well as the company's overarching goals. Recognize employees who have gone above and beyond by reporting their achievements, announce upcoming events and milestones, and share media coverage.

Internal digital signage is targeted specifically for your employees.
Broadcast it in lounges or breakrooms, hallways, conference areas, cafeterias - any place that employees typically visit at least once a day. External signage, such as media displayed in office lobbies can act as a PR tool. Visitors can view content customized for public consumption, such as image-enhancing company news, employee and company achievements and messages from business executives.

Incorporating digital signage into your office space carries across-the-board benefits. Improve company-wide communication, increase employee morale and motivation and share relevant, engaging information with visitors to promote positive company PR.

Allow digital signage to revolutionize how your company communicates.
The results will speak for themselves.

1https://www.atlassian.com/time-wasting-at-work-infographic
2https://www.atlassian.com/time-wasting-at-work-infographic (repeated)
3Northern Sky Resources, 2010 Global Market for Digital Signage 2nd Edition

Industry Weapon, Inc.© 2014 | more@industryweapon.com | 1-877-344-8450 | Industryweapon.com

Provided by Reflect Systems

Cedar Fair Entertainment Company, one of the largest amusement-resort operators in the world, is using digital engagement to thrill park goers and improve overall guest experiences.  Operating 11 amusement parks, three outdoor water parks, one indoor water park, and five hotels, Cedar Fair continuously strives to provide guests with an unmatched experience.  In fact, Cedar Fair’s Cedar Point Amusement Park in Ohio is consistently voted “Best Amusement Park in the World” in Amusement Today polls.

Cedar Fair amusement-resorts provide an ideal environment for experiential digital brand media.  Spanning across all 11 amusement parks, the digital experience starts immediately when guests arrive.  Entry gate digital signage is being utilized to help direct the flow of traffic, indicating which lanes are open or closed.  To add a touch of personalization, entry gate screens also designate lanes reserved for attending companies and groups.

Entrance Screens

Digital media engagement continues throughout the parks with screens strategically placed in ride lines and restaurants to entertain guests while they wait.  Multiple screens throughout the parks also provide guests with real-time weather information.  A custom weather app tells guests when to expect the hottest or coldest hours of the day, or inclement weather, allowing them to plan their day accordingly.

Additional screens located in the parks provide Cedar Fair with the opportunity to educate their thrill seeking guests on other attractions and rides, announce upcoming promotions, and provide entertainment with music, games, and videos.

Cedar’s Fair’s constant pursuit to boost the overall guest experience has led to its world renowned success and solidifies their reputation of delivering world-class fun and entertainment.

By Bill Bishop
Chief Architect
BrickMeetsClicks.com

Stuart Armstrong was pushing the boundaries of using POS data at IRI to understand shopping behavior when I first met him. Today he’s pushing the boundaries of using digital screens to communicate with shoppers inside stores at ComQi.* In between, he developed multi-channel marketing strategies for the consumer goods and retail industries.

I think he has important things to say about where we’re going with the technology-enhanced shopping experience, which changes in the retail environment are most transformative, and how retailers and brands are using interactive screens to build customer relationships.

You’ve spent a long time at the intersection of retail and communications media. How would you describe where we are today?

A lot of the things we’re doing today with omni-channel, big data, technology, millions of dollars, and many hours are taking us back to the future – back to something retailers used to know how to do very well. It’s taking us back to the intimacy of customer service that retailers used to offer.

Back in the day, Sam the grocer might stand on the sidewalk beside his nice-looking produce. When Mrs. Smith walked by with little Patty, he knew what she’d bought, what she liked and disliked, and even that what flavor of penny candy her daughter preferred. It was a great customer relationship. It was personal. He knew her needs and he met her needs. And she talked with her friends about Sam the grocer, the original social media.

Then we moved to the other end of the spectrum with individual consumers. Broadcast media came on the scene, and we went through a bubble. Brands and advertisers developed a theory of reach and frequency, and they built a whole economic structure around mass media: Bombard enough people with messages and the small percentage of individuals that responds will be enough.

Today, we’re trying to get back to the level of intimacy we used to have with individual customers. We may be using technology to get there, but in the end, retail is a high-touch story, not a high-tech story.  We’re using purchase histories and data analysis to re-establish relevance and recency. The more we can relate to consumers at a specific time with relevant information, the greater share of mind we gain and the greater the opportunity to influence purchases.

Which recent developments in retail strike you as most important?

There’s been a tsunami of change in the past 5 years. I think these three are important to recognize.

1. BYOD (bring your own device). Smartphones have spread far and wide in the last 5 years, and 40% of shoppers want to use their device while they are in the store – to compare prices, to scan QR codes, to look up alternatives. It’s changed the in-store experience, and now that people can shop anytime, anyplace, retailers and brands need to be present in the digital space as well.

2. The endless aisle concept. Retailers are trying to do more with less – offer more variety, greater selection, better experiences, but with less square footage. This means smaller on-site inventory and fewer back shelves. The endless aisle enables retailers to say “Sure, we can get that for you” and deliver fast.

3. The potential for technology and data to underpin greater levels of customer service. Frequent shopper programs have mostly delivered a sea of discounts. It degrades the brand and takes away the intimacy. There’s huge potential to use technology to improve customer service.

Powerful synergies arise from these developments. Check-in, for example, is a huge opportunity that touches on at least two of them. Say you go to the big electronics store to buy a smartphone and check in by swiping your device. And say check-in triggers the ability of the sales associate to call up your purchase history. The associate will understand your needs better, and you’re going to get much better service. Using technology and data to deliver customer service like this can bring retailers closer to the kind of relationship Sam the grocer had with his customers. Using it just to push promotions doesn’t create the same kind of intimacy or trust, and the more our customers trust us, the more information they will be willing to share.

What do these changes mean for product brands?

Brands are building stronger presence in stores using the “store within a store” concept. Fashion brands have done this for years in department stores, and CPG and cosmetics brands do it in grocery and drug stores mainly with displays, but brands are branching out into other venues now.

Remember that smartphone purchase? The last time I bought a smartphone, my sales associate walked me over to the manufacturer’s display and introduced me to Sally. “Sally will show you how to use your phone,” he said, and for the next 20 minutes Sally did exactly that. Sally works for the manufacturer, and she was servicing, not selling – but because she was servicing, she was selling.  (Sometimes brands are delivering this kind of service via kiosk or screen.)

Brands used to print and send out mass mailings and figure that ½ to 1 percent of people would trip over them and buy.  Now they’re starting to target stores where they have particular opportunities to grow sales and investing larger amounts of money in those locations. 
 
You talk about the importance of screen-rich environments. What do you mean?

Screen-rich environments are playing a big part in the increasingly interactive store shopping experience.

•     “Public screens” deliver one-to-many messages. You find these on the aisle, over the aisle, or even worked into the décor as part of the millwork; they don’t have to be a screen on a stick.  
•     “Private screens” deliver one-to-one messages and are the best vehicle for customer service. These are the mobile phone screens of individual shoppers, where they can download information and receive personalized offers, support or instruction.

Some screens can do double duty. My company recently helped roll out a digital price board in the automotive service sector that doubles as a “video on demand” screen. Remember Mrs. Smith? Imagine she comes in for an oil change and notices the price difference between synthetic and regular oil and asks about it. Her sales associate might or might not know the answer, but now he or she can use the same sign to show her a 90-second video that explains the difference. Now Mrs. Smith gets the answers she needs to make a decision from a credible source. This would be a powerful tool for many areas within grocery and drug store environments such as health/pharmacy, organics and even the wine department. By the way, it's important to note, that supporting sales in this manner has dramatic effects in increasing sales and trading up the purchase.

Finally, screens can now interact with each other – which means that Mrs. Smith can download the video explaining the difference between synthetic and regular oil to take home and discuss with her husband, and not just in English. If the household is Hispanic why not furnish the information in Spanish? Another example of delivering better customer service that results in increased sales and shopper loyalty.

Which retailers are doing the best job with screen interactivity?

Burberry’s High Street store in London is one of the best. They’ve created an entirely new shopping environment. They can even create a rainstorm to inspire shoppers to buy a raincoat.

There’s a similarly great use of digital screens in the Victoria Secret Harold Square store in New York that includes a 3-story video wall and screen synchronization following the shopper up and down the escalators. (In the interest of transparency, that’s our technology.)

What do you see on the horizon?

More wearables. Google Glass is a prototype, but heads-up display will evolve and wearables will become more common. And more augmented reality, where you can place your phone over a digital or static menu item and it will tell you about calories and nutritional value. Digital signage will serve up targeted content and mobile with will deliver a lot of the information people want without having to print it on a label or a menu or a shelf tag.

*ComQi is a global leader providing a cloud-based Shopper Engagement Technology that influences consumers at the point of decision, in-store, using all digital touch-points: digital signage, mobile, video, touch, web, and social networks. ComQi’s mission is to deliver an end-to-end solution that is tailored to engage consumers by optimizing communications and marketing strategies that provide the best ROI. Learn more about them at comqi.com, follow them on Twitter and Facebook, or visit their YouTube channel.

By Stein Soelberg
Director of Marketing
KORE
 

Digital display advertising and digital signage is undergoing a technology revolution.  With electronic billboards and displays being deployed in more diverse and sometimes even hard to reach places, service providers are transitioning – from hard wiring displays to wireless connection via cellular networks – for content management on these displays.  While the use of cellular (and satellite) to connect and manage these displays (also called machine-to-machine or M2M communications) presents some challenges, the new market and revenue opportunities afforded by untethering digital display technology are not to be ignored.

As the largest global service provider for M2M connectivity, KORE predicted that M2M would shift dramatically in 2014 to richer data transport, with applications like digital displays coming online that yield a much higher bandwidth profile than our market has ever seen. Five factors have come together to foster this transition:

1.     A monumental drop in cost per connection and cost per MB or GB of data consumed;

2.     Smaller and cheaper devices that require less power to communicate wirelessly;

3.     General ubiquity of cellular coverage (given the availability of multiple network options);

4.     The trend towards single, predictable rating and billing due to eliminating roaming costs; and

5.     The ability to pool or share data between multiple devices to reduce operating expenses

Contrasting the digital media industry with another bandwidth intensive application provides an apt analogy. Until this year no one in his or her right mind would have pegged cellular as an option for business continuity applications such as router back-up. Historically, using cellular to back-up enterprise routers (replacing an extra, expensive T1 line) would have been, simply, cost prohibitive. The connection itself, not to mention potential overage charges associated with data bursts, was just too much to swallow. But with today’s rate plans, many of which account for the ebb and flow of device usage by “self-adjusting” month-to-month based on the volume of data used – combined with plans that allow data to be pooled and shared across devices – makes cellular much more fiscally feasible.

Which brings us back to using M2M to control digital signage and advertising. Content managers and their applications can now track the performance of digital signs in real-time, ensuring they are operating properly and don’t require repair.  They can update messaging and advertising in more granular fashion, which allows for more campaigns to be shared among a wider pool of advertisers on the same sign. Same asset – now more revenue. Signs can be modified based on unplanned weather conditions, traffic conditions or, in the case of mobile billboards, proximity to a given business. As it drives by the Subway shop, for example, maybe the commuter bus billboard displays a code for 50% off a foot-long sub, good for the next 30 minutes.

In short, the opportunities for advertisers to get content in front of consumers at the right time, and for sellers of advertising to create customized programs for said advertisers expand exponentially once cellular gets involved.

Critically, centralized management systems also exist that allow companies to manage all of their signage from a single interface. Managers can track the performance of digital signs in real-time, ensuring they are operating properly and don’t require on-site adjustments. These systems help reduce operating expenses, increase customer satisfaction among advertisers, and propel the application service providers forward in terms of innovation and additional revenue streams with higher profit margins. The ultimate benefit is scalability.

On April 2, KORE will lead a Webinar on this topic in partnership with the Digital Screenmedia Association. Owners and operators of digital signage networks can register here for a chance to learn about current and future landscape of digital network management, including a primer on global cellular platform capabilities and intelligent network scaling to find the right balance between signage ROI and the customer experience.

Photo: czarcats

By Richard Ventura
Director of Sales – Vertical Solutions for NEC Display Solutions

 

While digital screens have been deployed in a variety of retail applications such as menu boards in restaurants, digital end caps in electronics stores, directory boards in malls and digital mannequins in clothing stores, the true power of digital has yet to be fully tapped.  You may ask, what is that true power?  It is the power of full engagement via interactive digital signage.

Traditionally, retailers have used digital signage as a way to run advertising of products and goods with very little integration into store systems.  Those that have integrated focus mainly on inventory databases and their point of sales (POS) systems to capture customer data that can be mined to better align with customer preferences.  Further, many retailers utilize traditional kiosk systems to allow for online ordering, guest registry access and even for hiring future employees. 

What many are missing, though, is how to utilize their systems and capture customer interactions in order to create a full engagement between the brand and the consumer. When looking at interaction and engagement, there are three types:  passive, active, and mobile.

In the restaurant space, many brands have deployed customer-facing kiosks where people can place their orders and learn about specials without any human interaction.  This is an active way for the brand to interact with the consumer, and increase sales and efficiencies.  Following more of a passive way to interact with the consumers, others have deployed “order-ready boards,” where patrons are informed when their meals are complete.  While guests wait for their food, they have become a captive audience, a fact not lost on these businesses, which are cross-marketing and up selling various services and goods to them.

Interactive wayfinding kiosks in malls, hotels, airports and other retail businesses let consumers print maps and coupons, make dinner reservations, and purchase goods and services.  This creates an engaging experience, even if for only a few seconds, that allows the consumer to fully experience the brand(s).

Forward-thinking businesses also are letting consumers use their smart phones and tablets to interact with digital screens, kiosks, store end caps and video walls.  Many top restaurant brands have created iPhone and iPad apps for ordering food selections and counting calories – and through Near Field Communication (NFC), enabling interaction with digital screens themselves for scanning QR codes, downloading coupons and making purchases.  Also, many retailers are utilizing these applications to create a virtual store-within-a-store concept.  A consumer can pull up reviews, check inventories, place orders, and in some cases, test-drive a product all via their smart phones and tablets.

Research firm DisplaySearch says the market for public displays across industries is showing strong growth, set to push near 12 million units sold in 2018, an increase from just under 3 million in 2011.  DisplaySearch’s Jennifer Colegrove asserts, “Touchscreen penetration is rapidly increasing. Over the next several years, touchscreens will undergo strong growth in large-size applications.”

Through these devices and technologies, retailers gain opportunities to engage customers and build relationships.  But as the phenomenon of interactivity grows, the question about customer service looms large.  Is customer interaction with machines better for brands than dealing with company employees?

From my perspective, the answer has more to do with customers and supplying them more options than to say that human interaction is always better.  Interactive digital screens can empower customers to bond with a brand in ways that they choose and in ways that enhance their retail experiences.

As we’ve seen more and more, some people would rather shop online than walk into a brick-and-mortar store.  When these types of people do step into stores, they prefer to shop on their own, peruse in-store kiosks for more information, make their purchases and leave as soon as possible.  Salespeople won’t impact what they want to buy or have the opportunity to upsell additional items.

But there are others who want that personal attention.  The upshot is that the retailer can match the demands of a variety of consumers where and how they want to interact with the brand.  These options give retailers a better chance to capture more of an audience.  Interactive technologies introduce a new dynamic to selling.

Some stores are availing themselves of this new dynamic.

Best Buy, for example, has introduced interactive kiosks in airports to sell iPods, headphones, game cubes and other technologies.  It’s the “big box” retailer’s way of meeting the needs of the marketplace by giving people options on how and where to buy.  At the same time, it continues to offer its bricks-and- mortar department stores and the Best Buy Mobile stores.

Apple has done a phenomenal job of making sure that before a buyer can close out a sale online, in a store, or through its IOS application, that options for cables and extended warranties appear and are part of the sales equation.  That breeds additional sales.
While these are some of the best practices, the retail industry still has to make progress, according to a recent study.  SapientNitro’s Insight 2013 Report indicates that most retailers are failing when it comes to deploying digital signage and interactive technologies.  Just 22% were rated as truly interactive with a value-add beyond just merchandizing or a display.

Here’s how to make the interactive experience relevant:

• Deliver the right content and messaging  
• Design a technologically sound kiosk that people will be drawn to
• Deliver a meaningful experience. 

If the interaction with a kiosk or digital screen is “bumpy,” or if consumers have to scroll through too many products to place an order, they will walk away.  There needs to be a way to guide them through the process with a series of questions and interactions, and their time must be respected

An interactive system built on good design, tied to other sales channels and offering a solid customer experience will increase sales.

Here are the questions retailers need to ask themselves before deploying interactive digital signage:

•     What are our goals and strategies?
•     How will we execute the plan?
•     How will we measure results?
•     Who will support our interactive system?
•     How will we expand the deployment?
•     What types of technologies will be used?
•     Who will manage the content?
•     How do we keep the content fresh and impactful?

The question is not whether to deploy interactive technologies, but when, and to have the plan in place to do so.

Watching young children interact with technology is a particularly noteworthy barometer.  Whenever they encounter a computer screen, their expectations are that it is interactive.  A touch mentality is so ingrained in this generation that it should give retailers pause.  These little patrons are the formation of a digital interactive society.

This article was originally published in Retail Merchandiser magazine.

 

 

By David Anzia, Frank Mayer & Associates, Inc.

Two big motivators are pushing retailers to transcend walled-off commerce and implement omni-channel strategies.  The first is connected consumers who have expectations of both individualized and seamless interactions with retailers. The second is the pressure certain retailers are feeling from shoppers engaged in showrooming and the unrelenting competition from online retailers like Amazon, who are the beneficiaries of that behavior.

You need only to attend a retail conference or engage a few retail executives in conversation to understand the need for speed in overcoming infrastructure hurdles to erase the barriers between consumer touchpoints. More than half of respondents to RSR’s 2013 Cross Channel Benchmark survey feel consumer expectations outpace their ability to deliver on a consistent retail experience.

On the consumer-facing side of this retail upheaval, continuity of experience – enabled by engaging interactive merchandising, a choice of self-service options and informed assisted selling – will be the driver for garnering the loyalty of digitally savvy Millennial shoppers. Those are the shoppers that will account for nearly a third of retail sales by the end of the decade.

As an in-store merchandising company whose projects often involve bridging retail channels, it is clear to us that omni-channel retailing offers benefits that transcend the challenges of implementation. Beyond the infrastructure changes and organizational realignments required is a vision for attracting and retaining high value customers and driving greater sales.

Improved Customer Perception

Customers expect integration and will become impatient waiting for it to become a reality. The blurring of channels isn’t just a retail phenomenon. It is advancing into other aspects of consumers’ lives like entertainment, where two-screen viewing is becoming a behavioral norm. Retailers are in a transitional time where speed of implementation can be differentiating and brand-building or slow response can be frustrating and damaging.

Increased Sales

Retailers who have inventory visibility and availability in the customer’s channel of choice have a better opportunity to complete the sale. The proof of this tenant is in the success of department store shopping kiosks and category tablet kiosks that give shoppers access to a wider selection and provide multiple points of access to complete the purchase. Consumers who shop across channels are actually spending more with their favorite retailers.

Better Data Collection

Visibility across channels means a more customized experience. Retailers that can track customers across channels and understand preferences can better serve their customers.  They also gain insights into crafting offers that motivate customers to get out from behind their screens and engaged in store, where the likelihood of impulse purchase is greater.

Enhanced Productivity

An omni-channel strategy can arm store associates with tools that increase access to information and promote efficiency. Tablets have become the front line of defense against customers armed with more information than store employees and a great offense for turning customer data into loyalty-building service.

There are benefits and best practices involved in the use of technologies – tablets, smartphones and touchscreens – that are the face of omni-channel retailing for consumers. The Convergence of the Connected Consumer and Omni-channel Retailing is a new resource we’re offering. It examines how retailers can take advantage of these tools to carry out their omni-channel strategies.
 

The Digital Screenmedia Association (DSA) has announced the winners for the DSA Crown Awards, which recognizes excellence in digital out-of-home content.

The DSA Crown Awards ceremony was held aboard the Duchess Yacht, which cruised around Manhattan, New York on Nov. 7 following the first day of Customer Engagement Technology World.

The categories for the content awards were Point of Sale, which is all about content on screens in store catering to the shopper; Point of Transit, which is all about reaching people are on the go, such as at airports and with digital billboards; and Point of Wait, for places where people have dwell time such as banks, elevators, and doctor’s offices. New sub categories based on budget were introduced this year.



The awards ceremony was co-hosted by Marcy Patzer of Scala and Keith Kelsen, author of Unleashing the Power of Digital Signage.

The winners are:

Category – Point of Sale (content budget of $10,000 or more)

• Gold: McCormick - Guess That Spice, submitted by 5th Screen Digital Services and HP
• Silver: Sprint - Green Mountain Bike LCD, submitted by Two West
• Bronze: Sprint Studio Holiday Grand Moment, submitted by Two West
• Honorable Mention: McCormick – Flavor Print, submitted by 5th Screen Digital Services and HP

Category – Point of Sale (content budget less than $10,000)

• Gold: Mercedes-Benz “Visualizer,” submitted by Scala and Pro-Motion Technology Group
• Silver: Sprint - Need For Speed EVO 3D LCD, submitted by Two West
• Bronze: Cedar Fair - Digital Menu Board Optimization, submitted by Allure Global Solutions

Category – Point of Wait ($10,000 or more)

• Gold: BBVA Flagship, submitted by John Ryan
• Silver: Sprint - Trail of Destruction, submitted by Two West
• Bronze: Sprint - Buyback Virtual Queue, submitted by Two West
• Honorable Mention: Loews Don CeSar Hotel - Concierge Board, submitted by JANUS Displays

Category – Point of Wait (less than $10,000)

• Gold: Sprint - Total Equipment Protection, submitted by Two West
• Silver: Family Dental Care, submitted by Digital Clinic

Category – Point of Transit ($10,000 or more)

• Gold: Monterey Bay Aquarium - 150 Feet of Awesome, submitted by Inwindow Outdoor
• Silver: Tesco - The UK's First Interactive Virtual Grocery Store, submitted by Monster Media
• Bronze: McCarran International Airport Digital Signage, submitted by Four Winds Interactive

Mark Lopez and Lou Thurmon of Two West with their six Crown Awards.

Judges for the DSA Crown Awards included Michael Chase of St. Joseph Content, Pat Hellberg of The Preset Group, Jim Kealy of 2hemispheres, Keith Kelsen of 5th Screen, and Anne White of HypeHouse.

Each of the entries were scored independently by the judges, who took the following into consideration:

• Did the content meet the objectives?
• Was the content engaging?
• Did the content fit the environment?
• Did the content fit the audience?

After all the judges submitted their scores, the scores are tallied and the highest average score in each category were chosen as winners. Judges who had entries in the competition recused themselves from judging their entry.

"The spectacular thing about this year's awards were the amount of entries featuring interactive engagement,” said Keith Kelsen, judge and co-host. “Looking at this year's gold winners shows that interactive content is a significant trend for the industry. For retailers, interactive engagement helps make their stores a digital destination.”

• Content – The most effective deployments use micro-targeted content strategies with dynamic broadcast quality content. But with the cost of a 15-second spot in the $1,500 to $2,500 range for content created in a traditional fashion, most budgets find it hard to fund the required volume of content. The solution can be found in the new cloud-based content development tools recently hitting the market. By using the cloud, professional templates, easy-to-use techniques (i.e. you don’t have to be a graphics designer), a layered construction approach to allow for constant previews before rendering, and a large library of micro-stock clips and graphic elements, users can effectively bring the cost of a 15 second spot down to the $250 to $300 range. The economies are obvious. At these prices, users and brands can aggregate the volume of broadcast quality content to enable the targeting needed for maximum results.  

• Technology – Just looking at the flat panel display as one example over the past 10 years, you can see a favorable cost curve that will continue across all aspects of the technology for the application. These price / performance curves will continue if not increase at an increasing rate. 

• Advertising – Ad dollars follow buyer behavior and measured results. With consumers spending more time out of the home, and with the measured better results of digital versus traditional media, the ad dollars will continue to grow for digital.  

• Mobile – Over the past few years, mobile and in-store digital have been addressed as two independent segments. Over time, mobile, together with social and online, will merge with in-store to enable a brand to seamlessly reach consumers in their out of home lives.   

• Measurement – Analytics tools are improving and DPAA has leveled the playing field via standards for digital as it relates to traditional media. Getting users to use the tools and incur the expense is the next hurdle. WalMart's Smart Network is setting the tone and it is inevitable that others will follow. 

Jim Kruper
President
Analytical Design Solutions Inc.

The self-service industry has another new technology to absorb: mobile devices. These devices, such as the iPad, have become more functional and are available in a broader range of products. As companies seek new technology opportunities, usage has expanded from the consumer, the original intended user, to self-service. Unfortunately, this change in usage causes security issues similar to kiosk self-service applications. Security issues are mostly unavoidable in the iPad; however, the good news is that these issues can be addressed in Android devices.

Why deploy mobile devices as self-service apps? There are a number of factors. Mobile devices are easy to connect to Wi-Fi or cellular data networks. They have mature and intuitive touch screen interfaces. They also have the flexibility to be mounted in a fixed kiosk pedestal or to be deployed as a true mobile device. Since mobile devices were designed for consumer use, and therefore not made to last as long as higher-quality OEM devices, mobile devices usually cost significantly less.

What applications are well suited for mobile devices? The sky is the limit, within the constraints of the hardware, including hospitality, retail, health-care and even construction. For example, health-care providers have begun offering paperless check-ins and hotels have used mobile devices to display all of their services electronically within each room.

The Apple iOS iPad was the initial breakthrough tablet device, but since its introduction there have been many Google Android tablet devices announced. Despite being first to market and such a success that it opened the self-service industry to the possibilities of mobile devices, the iOS operating system is surprisingly not well-suited for self-service. Self-service imposes many demands on an operating system that are far different from the standard consumer use of the device; unfortunately, by having a closed operating system, Apple has tied the hands of anyone wishing to write robust self-service applications. On the other hand, Android has an extremely open operating system that is well-suited for self-service. When Microsoft ships Windows 8, which is planned to target mobile devices, then it too will be a viable platform for self-service.

However, similar to the difference between a PC used in self-service and one used in a consumer environment, the mobile device needs to be protected from abuse, negligent or not, by the self-service user. The user’s personal information needs to be similarly protected, since the device will be used next by a complete stranger. This protection takes many forms.

Protect the desktop/launcher
It is critical to prevent the user from accessing the desktop/app launcher. The user should be allowed to run the specified application, but prevented from configuring or executing any other applications as well as downloading and installing any new applications.

Browser lockdown
If the application uses a browser, and most will, it is important to ensure the user is limited only to the domains or pages allowed. In addition, if displaying Internet Web pages, then links such as mailto tags or file downloads need to be blocked. When the user has finished, all traces of that user’s presence on the device must be removed.

Remote monitoring
An important aspect of any self-service deployment is the ability to remotely monitor the device to determine its current status. Is your application running? Are any components reporting errors? For a mobile device, the requirements can expand to include also the physical location of the device and the battery life remaining.

Device security
Mobile devices have one major drawback: they are mobile. It is important for the user to a) know the device needs to be returned, b) indicate to the user when the device is about to leave an approved operation area and c) lock down the device and provide retrieval information to the deployer when the device has left the approved operation area.

Mobile devices have great promise to improve the self-service experience; however, there are challenges to mobility that must be addressed. Today, Android OS is the best platform for self-service.

Jim Kruper is president of Analytical Design Solutions Inc., developers of KioWare kiosk software.

Anna Kuzina
Public Relations Manager
DigiSky

 

 


About 10 years ago, digital signage first appeared in the Russian market. Currently, digital signage systems are widely used in metropolitan cities and are being actively introduced in regional areas.

Digital signage advertising networks in the Russian Federation are similar to those in the United States and Europe, but there are differences and varied features. The networks in Russia are mostly from the old generation, in reference to general concept and installations. The majority of the retail and corporate digital signage networks do not use content management systems; instead they utilize USB flash drives or CDs for upgrading and managing the systems. This method appears to work, due to the smaller size of retail and corporate networks compared to Europe and the United States.

The first digital signage advertising network in Russia appeared in the retail sector. Scala’s digital signage network was integrated in the Ramstore retail network. The Ramstore chain features shopping centers, hypermarkets and supermarkets throughout the Russian Federation. Multiple screens were installed throughout stores, displaying advertising content along with entertainment to shoppers. Now, digital signage appears in a variety of retail stores.

The extent of the digital signage expansion also can be seen in the corporate, information and safety sectors. For example, DigiSky, a digital signage network provider, launched a pilot project for the OBI franchise center, a home improvement retailer in Moscow. The OBI deployment included a display with corporate content, Bluetooth capabilities and touch screen kiosks.

In Russia, the main focus of digital signage is in the implementation of interactive technologies and audience measurement tools. Also, there is a clear interest in the innovative information medium, such as interactive kiosks and digital shop windows.

Satellite content distribution systems are another widely used feature in Russia. Due to the country’s massive size, the use of remote access helps minimize operational costs. For instance, DigiSky and City Fitness, a chain of fitness clubs, worked together to develop a content distribution system that is managed remotely from the headquarters in Moscow. Each fitness club has portrait-shaped digital posters and two channel audio devices. The content is then distributed remotely, so every club, even those thousands of kilometers from Moscow, feature the same content.

Digital signage deployers in Russia are eager to learn about the newest technologies and systems. The key Russian industry players include:
• Captivate Media
• DigiSky
• Dismart
• Magitel
• Polymedia
• Screen Media

The interest in the digital signage industry in Russia is rapidly developing and more international players are planning to start activity in the market, such as Harris, Haivision, XPlace and others.

Furthermore, digital signage events are starting to grow in popularity in Russia. The fourth annual Colours of Digital Signage show, organized by the AV Club, takes place on Sept. 6, 2011 in Moscow. For the past four years, this has been the only show held in Russia dedicated to the use and innovation of digital signage and audio-visual informational systems. In 2010, the conference was attended by 189 industry specialists; representatives of more than 15 companies, including both the world leaders of the market; and well-known Russian companies specializing in digital signage. The first day of the conference was aimed at the corporate sector, and the second day was dedicated to the issues of using digital signage systems in the advertising sector. Lectures presented at the conference described all the aspects of digital signage industry development.

The Colours of Digital Signage is the main Russian conference in the digital signage sphere. For now, there aren’t many digital signage shows or exhibitions in the Russian Federation. This year, Out-of-home Video Advertising Bureau (OVAB) Europe is scheduled to begin hosting seminars in Russia on a regular basis. In November, the Digital Signage Conference (DiSCO) will be a part of an Integrated Systems Russia show.

The digital signage industry is a small world – but it stretches across the globe.

And that global community is pulling together to do what it can to help relief efforts for the still-developing catastrophe in Japan.

Organized by digital signage expert consultants Dave Haynes and David Weinfeld, DOOH4relief is "a collective, voluntary effort to drive fundraising for the still unfolding tragedy" in Japan, according to www.dooh4relief.com.

Spurred by a Weinfeld tweet over the weekend recalling a similar effort for the Haiti earthquake last year, the two Daves started working on rounding up help.

"The idea is you've got literally hundreds of thousands of available screens out there in North America, and globally and virtually all of them will have some available media inventory time ... between us (Haynes and Weinfeld), we kind of got the word out that this is going on, we can help, who wants to pitch in?" Haynes said via telephone this morning.

"It's just kind of steamrolled from there."

The effort already has garnered several spot ads soliciting donations to Red Cross and Red Crescent relief efforts that have been made available for download at www.dooh4relief.com. Some of the ads were already in development independently by companies such as rVue, Haynes said, but the site is now providing a central clearinghouse for the public service announcement content.

DOOH4relief has been a catholic effort, with agencies and firms from across the world offering to help out. Insteo, headquartered in California, is hosting and managing the site. And according to Haynes' 16:9 blog, Cineplex Digital Solutions and Groupe Viva in Canada are working on spots, and a U.K.-based associate of Montreal-headquartered Ayuda is working to spur efforts in the United Kingdom.

Belgian firm idKlic has contributed a spot that references both the Red Cross and Red Crescent societies – that is already up and running in 600 Belgian pharmacies.
Al Barq Digital in Abu Dhabi/Dubai has joined in and is working to get the ball rolling in the Middle East region.

According to Haynes' blog, "ScreenScape has asked its SMB user base to run spots, the Canadian Health Media Network is poised to run spots on its member networks as soon as they come available, and RMG Networks in the US – has already started running spots on its large New York Times and fitness networks."

"We are also in touch with the Canadian and US digital out of home/place-based member organizations, and OVAB Europe via Al Barq."

Spots developed by rVue and Context Media also are available, according to Haynes' blog.
Also according to his blog, "the files will be 15s and 30s and will conform where possible to the DP-AA content guidelines for resolution, bitrate and file type."

There are now four PSAs up on the site, and there should be several more coming in today, Haynes said this morning. There are more in development for the French-speaking parts of Canada, he said, and he's hoping a company will soon step up to develop spots in Spanish aimed at Latinos.

Also, Haynes is "taking great pains" to make sure that this effort is not used in any way "as a back-patting exercise," asking networks and others to not alter the spots beyond tweaking them for formatting.

Return on investment, or ROI, is a critical consideration for any technology investment. With digital screenmedia networks (digital signage, kiosks, etc.), the need for calculating and considering ROI is especially important, given the capital costs of many networks and the ongoing expenses required to maintain them.

The Digital Screenmedia Association’s task force on ROI was formed with the goal of providing an ROI framework to be created and maintained by a cross-functional team comprising industry analysts and consultants, vendors and association members that represent end-users.

ROI considerations reflected in the framework:

• Type of venue (retail, corporate, healthcare, transportation, etc)
• Type of screenmedia (digital signage, kiosks, multipurpose displays)
• Goals of the network (sales lift, customer experience, advertising, self-service applications)
• Scope (number of locations, number of displays per location)
• Content strategy
• Deployment model (on-premise, hosted, managed services)

ROI task force members:

• Chair: Matt Schmitt, Reflect Systems
• Sean Andersen, Six Flags
• Michael Chase, St. Joseph Content
• Bill Collins, DecisionPoint Media
• Paul Flanigan, The Preset Group 
• Scott Francis, PRN
• Rocky Gunderson, SeeSaw Networks
• Pat Hellberg, Kaicon
• Janice Litvinoff, Cisco
• Bob Michaels, Magenta Research
• Mike Parkinson, LG Electronics
• Mark Webster, Rollouts

We have gathered data from respective organizations and industry sources, discussed the scope and the approach to be used in the ROI framework release cycle and plan a near-term introduction of the first deliverable. The current plan is to introduce a first-version ROI document and calculator package October 1, 2010. This first version includes an introductory document outlining the assumptions and considerations used, along with instructions on how to use the included ROI calculator to easily input relevant information and arrive at a simple ROI model. This version of the framework is most useful for "passive" digital signage implementations and does not yet dive into some of the elements specifically related to interactive kiosks or self-service applications.

Future plans of the committee (certainly to be influenced by association membership and feedback) may include considerations for multiple analysis models based on network types and goals of the organization. It's well understood that it is difficult to maintain a single ROI input and calculator model that will work accurately for all types of screenmedia projects. Based on feedback on the first version (which is document- and spreadsheet-based) the committee may then work with the DSA to launch an online tool that uses a wizard type of approach to reviewing the ROI models.

It's exciting to work on such a critical project. There is no doubt it's a challenging endeavor – not because ROI is difficult to explain, but because there are so many flavors of digital screenmedia deployments and business models. But I'm confident that with the committee members, their respective organizations, and the DSA and association members we'll provide some beneficial tools and information for the benefit of everyone.

The committee could greatly benefit from member input on a number of things, including:

• opinions on the most critical ROI elements
• most important measurement criteria (sales lift, ad revenue, cost savings, etc)
• realistic cost savings criteria when using digital (over static signage, non-networked digital solutions, etc)

This type of valuable input is always appreciated and will greatly help the ROI task force deliver the best information possible.

Feel free to forward any feedback, ideas, or questions to me at anytime.

Matt Schmitt is CEO and founder of Reflect Systems, a leading provider of digital media solutions. He also serves as chairman of the DSA's task force on ROI.

See also: DSA's webinar on Digital Signage ROI

In the ongoing battle to attract and retain consumer mindshare, retailers are increasingly turning to innovative marketing mediums to engage and stay top-of-mind with consumers. Gone are the days of unlocking the door and turning on the radio; today’s retailers are pressing fast-forward to fully customized soundtracks. Paper POP table tents and static signage are being replaced by sophisticated digital media networks.

Smart companies are implementing ways to take the in-store experience beyond the lease line to extend brand affinity, drive consumer behavior and provide relevant lifestyle content to the consumer. All these advancements aim to enhance the shopping experience, lifting it to more than just a trip to a store, but rather a theatrical experience where purchasing merchandise is only part of the journey.

Not only are these solutions successful at engaging consumers, but they have also been proven to extend dwell time and increase brand awareness – key factors in ongoing loyalty and long-term buying relationships. Keeping consumers inside the store is even more important today than it has been in past years. The current economic downturn has meant a loss in revenue, so on those days when consumers are out and about, it is imperative that a retailer attract them, keep them in store, and close the sale. Just as important is that, as your customers go mobile, so must your brand.

A recent Retail Systems Research report ("Walking the Razor’s Edge: Managing the Store Experience in an Economic Singularity," June 2009) states 70 percent of retailers surveyed said they use in-store technologies to maintain or improve the customer experience and extend that experience past the lease line. According to the same report, two-thirds of the retailers surveyed said they have reduced their payrolls in the wake of the economic slide, but those same two-thirds of retailers surveyed have not changed the expenditures devoted to in-store technology.

So, what are some key elements of the "store as theater" retailers can take advantage of to increase mindshare, and stay connected and engaged with their customers?

The eyes have it

Digital signage is becoming the fastest-growing segment of retail media and advertisers are taking note; a 2007 Forrester survey found 72 percent of advertisers are looking at in-store media as an alternative to traditional advertising. In-store digital signage has the power to effectively relay brand messages to consumers by providing the message diversification needed to captivate shoppers in a new way.

With digital signage networks, advertisers can target consumers in different parts of a store, in different locations, in different ways, at different times of the day, delivering some of the most target-specific visual marketing yet. For example, signage content at an athletic retailer might run footage and/or related product advertising in the footwear section of the store, while the exercise equipment section highlights an instructional video on a specific piece of equipment. According to industry research, in-store messaging drives a 40-percent uptick in sales. It does this because it has the ability to be personal and connect with a consumer on a different level.

Digital signage increases traffic, which in turn increases the capacity to capture the consumer. Gaining a shopper’s attention by placing that consumer into the messaging is a key factor in increasing brand awareness and sales. For instance, a person who is passionate about surfing may see themselves as the focal point of a sign on display at their local surf shop. They connect with the image and are therefore drawn to that store, creating a more loyal following.

They’re all ears

Much like digital signage has the ability to draw a shopper’s attention through visual elements, music attracts consumers through emotion and sound. Customized playlists that put brand to music have the ability to focus on specific demographics, catering to a certain genre and style while staying true to your brand essence. And with choices ranging from commercial satellite subscriptions and pre-arranged "mixes" to regularly updated fully custom programming, there is an option to fit every environment and budget.

In-store music is another area that has benefitted from technology. While many retailers still opt for their programming to be delivered via CD, more and more are choosing to have their tunes delivered over the Internet. Internet delivery has a number of advantages, including ease-of-use and fewer requirements of the on-site store employees. More sophisticated systems/services even allow for track selection and message insertion right from a Web browser.

In selecting a music provider, it is vital to make sure their service enables a level of customization that will fit your current and future needs. Things like day-parting — arranging music for different vibes to coincide for different times of the day — and a true understanding of how to convey your brand via music can make or break the in-store experience. Finally, make sure your chosen provider is current with their licensing agreements. In-store music is "public performance", and leading providers can handle all licensing so you know you’re legal.

Brand on the run

It is more important than ever that retailers implement strategies to take the in-store experience to consumers, wherever they are, to extend brand engagement beyond the lease line. This "anywhere concept" truly extends the lease line of a retailer by allowing consumers to be exposed to branded entertainment media at any moment, whether its an hour or a week after the consumer has left the store.

Mobile, Web radio, branded podcasts, artist promotions and compilation CDs are powerful vehicles for reaching consumers. They provide the means to remain engaged with consumers across multiple touch points, while delivering personalized content that extends brand visibility and affinity. Whether cooking dinner in their kitchen, out for a jog, or sitting in their cubicle at work, an entertainment media campaign keeps your brand in front of consumers on their terms, making sure you stay top-of-mind.

Retailers that can target consumers with multiple touch points at various points of the day and week, in various locations and regions, with branded content and messaging are the retailers who become most successful. These retailers have learned that, for consumers, the shopping experience is not just about selling products — it’s about creating a shopping experience which is fun and exciting, and establishes a true brand connection.

Craig Hubbell is executive vice president of media services for PlayNetwork Inc., where he is responsible for all media services, including music services, video display, and advertising and entertainment services.

Product packaging is a powerful and effective means of communicating a product’s potential, promise and desirability to consumers. There’s no argument about that. However, product packaging is a little overworked these days — a package must clearly list ingredients, nutrition facts, instructions for use, safety information, consumer hotlines, and make room for a bar code. And all of this is before the important stuff! It must also do a stellar job of displaying its brand, attract consumers and make them desire the product — and do this better than every other product package within view.

Until recently, product packaging has been pretty much up to the task of delivering all that is asked of it. But, with bigger stores carrying ever-larger assortments, packages need to shout louder to be heard over the competition. Compounding this problem is the admirable drive to reduce packaging, which finds manufacturers with less package ‘real estate’ to use for messaging. In some cases, there is no package to use for messaging (think bicycles or car tires) — just a tiny shelf tag to tell the story. And if your product package can’t tell its story, your product won’t make it into the cart. Consider that a recent Miller Zell study shows that 60 percent of purchase decisions are made right there in the aisle.

Interactive media systems bring products to life. Video games locked in display cases are replaced with on-demand trailers, searchable extended inventory and instant pre-ordering.

It’s no surprise then that we’re seeing an increasing number of retailers and brands using in-store interactive media systems to help their overworked product packaging. Interactive touchscreens offer near-infinite real estate in a compact space, which makes it possible to provide in-depth technical information, to show product demonstration videos or simply tell a product’s story. The feel-good origins of Ben & Jerry’s ice cream or the quest for innovation that led to Dyson vacuum cleaners make for compelling "aisle theatre," and are sometimes just the things that cement purchase decisions.

Another retail trend I see is the inclusion of extended inventories — products which are merchandized in the store, but only available online or via ship-to-store delivery for later pickup. This trend brings the best of web shopping to the brick-and-mortar store, but often comes without all the great sorting and filtering tools the web provides to make sense of all this choice.

Think of digital cameras, or other technical products that require some consideration like golf clubs, laptop computers or even baby carriers. Without a knowledgeable sales associate and only a shelf tag to do the talking, retailers are increasingly turning to in-store interactive screens. These assistive shopping systems guide consumers through the selection process and provide independent user ratings, product reviews, and even price comparisons. The trend toward these systems is growing, as it is preferable to maintain a single, accurate product decision tree, than to train thousands of store associates on the intricacies of a dozen or more high-touch product lines.

Looking to the future of in-store interactive systems, it’s clear the gel has not set — retailers are still discovering new ways of mixing packaging and interactive technology to connect with consumers. Decades from now when computing is truly ubiquitous, and packages are literally alive with moving images, every container could be in itself an interactive experience. Until that future arrives, in-store interactive systems may be the best way to think outside the package.

There has been a great deal of talk over recent years that the digital signage industry is finally “crossing the chasm” of early adopters and pioneers into the mainstream. We believe that this process is now underway and that the growth in the industry that has often been predicted is materializing.
 
We believe that this is based around five key factors:
 
a) Clearer understanding of the benefits of digital signage by sector.
 
When any new medium arises, it tends to use paradigms from old media to launch the new medium. For example, television borrowed from theatre and the Internet borrowed from magazines. This continues for a while until the new medium begins to create its own vocabulary and changes things in line with the way consumers use the new medium.
 
Similarly the DOOH space initially used the paradigms of billboards and television when it first launched. While these paradigms may be appropriate in certain situations, it is only now beginning to re-invent itself as its own medium meeting the specific needs of consumers in a place-based way.
 
There is now a much clearer focus on understanding the role and objectives of the network it is an advertising, merchandising and information network with clearer metrics on measuring the ROI.
 
This also spills through into understanding how the signage network will work in different environments and how the customer should be addressed. Advertising has classically gone through four phases: interruption, entertainment, engagement and dialogue. In the first phase, the ad interrupts what the consumer is doing and often forces them to watch the ad. This was the classical television advertising model of the seventies where consumers had no choice but to view the ad.
 
The eighties marked the start of entertaining advertising where the consumer wanted to see the ad and received a payoff from it. The Internet moved things along in the nineties towards an engagement model where the consumer focused on ads that interested them and they became more engaged with the products. Finally in the last few years brands have realized that advertising is about a dialogue with the consumer. Mobile and social networking technologies facilitate this ongoing dialogue.
 
Digital signage can also use these models effectively in different environments. For instance, in environments with a fast moving audience (outdoor, transport hubs, malls), the interrupt model still dominates the out of home space. In areas with a higher dwell time (cinemas, beauty salons), you start seeing more of an entertainment and engagement model while in other specific areas of healthcare, some retail environments and food services you can now move towards an engagement and dialogue model.
 
The dialogue model is being used effectively by some digital signage providers. For example, EnQii partner with Ping Mobile, who link the digital signage software to their mobile marketing infrastructure. This allows viewers of digital signage ads to respond and interact using their cellular or mobile handheld technology.
 
This type of strategic analysis of the networks allows the operator to ensure the best content is delivered in the most appropriate fashion to get the desired result.
 
b) Maturing of the technology and content
 
Another area that is driving the industry forward is the maturing technology. Historically, the industry has moved from unconnected DVD based networks to simple connected networks to more complex networks with sophisticated advertising scheduling.
 
Going forward, it will be important that the network owner has technology that utilizes the basics – it needs to be scalable, reliable and secure. But it also needs to be an open platform that allows third party and internally developed applications to link to it to provide cost and revenue benefits. EnQii, for example, has always been a believer in open API’s (Application Program Interfaces), which allows customers to create front ends that link to the software so that they can link into their own workflows. This also allows linkages to “best of breed” systems such as ordering systems for digital menu boards, wayfinding, ePOS and queuing systems on an as needed basis.
 
Finally, the technology needs to be easy to use, but complex enough to perform all the key tasks needed. This is no mean feat, as the software has to be used by marketing professionals as well as systems administrators. The wrong design fill frustrates both types of users, whereas the right design will ensure neither of them notice the complexity.
 
The content has also matured. Initially networks often put up TV or stills that they had available. However, current networks such as Footlocker, Care Media, Harley Davidson, and the WHEN network are realizing that ultimately what matters is that what is seen on the screen and a deep understanding of customer behavior will allow the networks to get the best results.
 
c) ‘Serious’ companies beginning to invest in signage networks
 
As is typical for companies “crossing the chasm”, network operators have gone from an entrepreneur with a dream and some family funding to large multinational companies beginning to invest as well as financial companies putting serious investment behind networks.
 
This is important because a lot of early failures in the industry’s experimental years have been from entrepreneurs who secured a good estate and some financing, but they made the mistake of assuming that they could build advertising revenues as they rolled their network out. Typically ad revenues come in on a stepped basis over time. Ideally, networks need a certain critical mass which is dependent on the advertising strategy (national, regional, local) and the desirability of the demographic before receiving any revenues. Hence, there is a need for adequate funding to bridge the gap to that critical mass as opposed to assuming ad revenues will flow as soon as just a few locations are installed.
 
In the last six months we have seen companies like McDonald’s and well-financed companies like Care Media and Zoom all invest in the space. These rollouts bode well for the industry, especially in recessionary times. The food services sector, healthcare, hair salons and a few others continue to do well in a soft economy as the network operators realize the importance of staying close to the consumer and influencing their purchases when dollars are tight.
 
Finally, the ad agencies have also started to set up dedicated divisions for digital out of home with Kinetic and Posterscope taking the lead in this area.
 
d) ‘Serious’ suppliers providing a full service
 
The flip side of serious network owners is that of serious suppliers. Historically the digital signage industry was a bit of a cottage industry. Over recent years this has changed and EnQii was set up specifically to create a leadership position in the space. The focus moved from hardware to communications – having a deep understanding of what signage works and what does not and how to get the best return. Operating as a global player and being well funded became the focus in order to be able to invest in the best technology for the customers. It became about creating the best partnerships and offering a full service solution to large networks. The idea is to let the networks do what they do best – monetizing their customer by offering the best service and content while allowing the service provider to do the rest and minimize the risk of the venture.
 
e) The view from China
 
Finally, the growth of DOOH in the Chinese market has proved that there is a real business there. Focus Media is generating close to $400m a year in revenues and has bypassed many of the agencies to go directly to advertisers for a large portion of this money. AirMedia had revenues of $119m and Vision had revenues of over $100m. While some dynamics in China are different – for instance, there is a higher propensity for out of home consumption – it proves that there is real money to be made in these businesses.
 
In summary, optimism remains about the growth of the DOOH sector and the belief that it will continue to accelerate as all involved learn more about the medium and how the consumer interacts with it.

• Stay focused on vertical markets and geographic coverage. Leverage committed financial resources to maximize the screen count and audience reach.
• Ensure content quality and relevance.
• Choose technology partners carefully. The cheap solution may not necessary be a good choice.
• Partner with peer networks and established media companies in sharing the resources including viewer coverage, contents and sponsors.

• Securing funding and appropriate technology for the project.
• Gaining complete organizational support, from senior/executive level buy-off to employee acceptance.
• Improving the customer experience.
• Creating relevant and engaging content, and ensuring your content is presented in the right context.
• Providing ROI metrics to purchasers and advertisers.
• Increasing revenues with the deployment while reducing operational expenses.

1. "Consumers need the promise of relevant information if they are going to engage a kiosk” — Bill Lynch, Source Technologies.
2. "Whoever is championing the deployment of digital media must get buy-in from, and work in tandem with, IT." — ISM Retail.
3. "The goal with of integrating any systems with your digital media network should be consistency — removing pricing discrepancies or avoiding the advertisement of non-stocks, for instance." — Ken Goldberg, CEO, Real Digital Media (RDM).

My five-year-old son and I were walking through Wal-Mart the other day, when he noticed the "Wal-Mart TV" screens for the first time. We've spent plenty of hours in Wal-Marts before, but the screens had always escaped his gaze (perhaps because they're mounted at heights that give an adult a neck-ache).

But today, he says to me: "Daddy, that's the TV channel that only shows commercials."

An exclamation mark appeared in the air over my head. Why yes, son, that’s right – it's a TV channel with no programs, only commercials.

Now honestly, how many of you would watch such a channel if you were at home? A few of you might have just raised your hands – marketers and ad-men and ad-women and connoisseurs of the art form of the commercial – but for most of us, a network of all commercials, all the time is a nightmare that sends us scrambling for the big, friendly TiVo button.

But there is no TiVo button in a store, only a growing number of screens that the shopper cannot get away from.

In-store media is a powerful tool, and when it is properly done, consumers love it. When the content is entertaining and place-appropriate, it feels like a benefit to the shopper. When the content is nothing but ads, it feels like an intrusion into the shopper's privacy.

Blame the all-too-human nature to be pennywise and pound-foolish. Many retailers, having just written the not-insignificant check for the screens and the software and the installation of their new digital signage program, turn to face the content beast and say, "Oh, wait, we can save some money here by using ads we're already running on television or the Web."

And yes, you can. You can also hire terrible customer service people to save a few dollars in the short-term. How well does that strategy work?

• Re-direct traffic away from full-service
• Increase number of customers using self-service options (APCs and vending machines)
• Increase awareness and usage of alternate access channels for purchasing stamps and other simple transactions

The shift to alternate access channels was the most successful result in the test. The Post Office Channel had a positive impact on redirecting customers to in-store self-service options. Customers who saw the Stop and Turn screen were more likely to use vending (8.7% vs. 6.5%) and the APC (7.4% vs. 3.4%).