Platt Retail Institute: Digital Signage Integration – The Perfect Marriage
Commentary by Justin Greenfield, Research Associate, Platt Retail Institute
Through a special arrangement, presented here for discussion, is a summary
of a current article from the Platt Retail Institute’s Journal of Retail
Mobile devices and digital signage complement each other by shoring
up the other’s
weaknesses and amplifying their strengths.
Mobile devices can provide consumers
with engagement and selectivity of products and services, something familiar
because of web advertising and online shopping. They also permit operators
to measure consumer interactions such as the number and type of individual
interactions and point of sale (POS) transactions.
An example of how mobile/signage
communication could work is coupons delivered from the sign to the device,
which can be scanned at the POS terminal. Consumers will appreciate the perk
of saving money for simply interacting with a sign. Digital signage network
owners will enjoy more accurate and profitable ways of charging advertisers.
is also one advantage that digital screens have over mobile devices – size!
This further benefits the engagement experienced by the consumer. By offering
a viewer games, polls, and other creative interactive content, digital signage
can increase engagement and run advertising seamlessly within the content.
challenge is how to initiate contact with the mobile device without infringing
on the consumers’ privacy rights. This means it may be wiser for digital
signage owners to allow the consumer to make a conscious decision to opt into
mobile/signage communication rather than sending them unnecessary messages
when the target is within certain proximity of an outgoing signal. It should
be the signs’ responsibility to capture the audience. This means enticing
content and creativity on the part of the digital signage network owners.
the consumer has been attracted, direct them to their mobile device for further
interactivity. The cellular device can now take over and maintain the viewer’s
attention. Using this form of pull messaging will help digital signage avoid
being compared with spam.
Technology and synchronicity variances among various
mobile devices leave digital signage network owners feeling somewhat helpless
for now. This however does not mean that they are unable to make smart strategic
decisions regarding how they deliver the interactive experience and how they
reward the consumer for opting in to this experience.
Discussion Questions: What do you think of the potential of reaching
consumers in store by integrating mobile devices and digital signage? Where
do you see the greatest opportunities for merging the two technologies?
Retail Institute: Digital Signage Integration – The Perfect Marriage – Journal
of Retail Analytics