Shaping the message
It may seem like all retailers have already gone digital, of course, and the day may soon come when dynamic displays outnumber their static counterparts in many retail environments. It is therefore becoming important to stay ahead of the pack by investing in ‘outside-the-box’ display styles.
This represents a major opportunity for signage providers to work with retailers to choose the best technologies to convey their brands and to stand out from the competition. Smoothly curved displays, for example, are naturally eye-catching and engaging, as curves are always more intriguing than straight lines.
It is even possible today to wrap a digital display in a cylindrical shape around a building column, adding branding to an in-store surface that previously went unused. One of the primary advantages of such an installation is 360-degree viewing angles, helping the retailer’s message reach more customers at once.
There has also been a trend toward narrowing screen bezels, so there are no visible ‘seams’ in video walls.
Controlling the challenge
Even with the current popularity of digital signage, some retailers are daunted by the expense and challenge of implementing a new network of screens. The degree of these burdens will depend, however, on how the signage provider offers to integrate the technology.
Wrapping structures allows for greater viewing angles.
In many ways, digital signage can prove simpler than printed graphics. When static ads are replaced as retailers introduce new products or as the seasons change, after all, retailers have to pay to produce, distribute and install the graphics. With digital signage, on the other hand, it becomes possible to simply send out a file and have it uploaded to the network. The style, design and focus of the retailer’s message can be changed without asking an employee to climb a ladder and even without incurring additional costs. Rather, the signage provider can charge one upfront fee to manage the network, updating it whenever needed without any hassle. This gives a retailer a sign that changes with the sales.
There will be some maintenance costs, which is where the choice of technology becomes crucial. In addition to being bright, LEDs are highly energy-efficient, allowing a large-format display to be operated with the same amount of power as a hairdryer, and durable, requiring very little servicing. In fact, some of today’s digital signs will run 24-7 for more than 10 years straight, without ever being turned off, and will display a bright, crisp image throughout their operating life. Further, LEDs produce almost no heat, so there is no need to increase the level of air conditioning to accommodate them.
Comfort and excitement
By changing in-store environments, sign shops have the opportunity to help retailers battle their perceived threats, including showrooming and competition from other bricks-and-mortar shops. Today’s digital displays can allow stores to remain familiar and comfortable to their customers while simultaneously surpassing their expectations with highly engaging content. Both of these accomplishments are key in keeping them coming back for more.
Katherine Moore is marketing content manager for NanoLumens, which manufactures flat, curved, thin and flexible digital displays. For more information, visit www.nanolumens.com.
