Retailers recognize the important role IT technology, including digital Signage, will play in their continuing success, but many say they are not utilizing technology to its full potential. These are two major findings of a recently released survey from CompTIA, a non-profit association for the IT industry. The report Retail Sector Technology Adoption Trends Study, finds that 72 percent of retailers surveyed see technology as important to their business -a degree that is expected to grow to 83 percent by 2014. However, only 7% say they are exactly where they need to be with using technology. Twenty-nine percent state they are close to their ideal application of technologies. The study also shows that digital signal technology is seen by retailers as a significant part of the IT mix.
The CompTIA analysis finds a third of retailers said they now use digital signals, and 20 percent intend to start doing so soon. Seventy-one percent of respondents said the most popular application of electronic signage was for statements of earnings and other promotional offers. Given what is digital signage survey findings regarding satisfaction with how well Technology has been used and the significance of electronic signage to retailers, the need for some tips about the best way best to get the most from digital sign technology appears to be apparent. These five tips should help put retailers on the right path. First, digital signage technology is irrelevant without good content. Evidently, it is not enough to hang flat panel screens and install digital signage players. Care has to be taken to engage clients with intriguing, appealing content. Secondly, digital signage material must Stay fresh, particularly in a Retail store where lots of people would see repeatedly over time. Don’t forget to mix it up. Playing back the identical content day after day soon grows stale and might actually drive customers away.
Third, digital signal technology requires someone to take responsibility for it, both in terms of technology and content. Granted, these probably will not be the exact people, but that makes no difference. The most important thing is that digital signage is not just another in a long line of duties some IT person has on a checklist. Fourth, digital signal technology should provide consistency of messaging Across multiple places but still allow for an element of control. For large retail chains, centralized control over hints at different locations from a corporate network operations centre will help ensure messages remain consistent at all locations or groups of places. But it also is important to offer some local control to fulfil fast-changing communications needs at different store locations. Fifth, digital sign messaging must match the overall Communications strategy of the merchant.