Is Interactive Digital Signage a Good Idea for Retailers?

By: Retail CIO Outlook | Friday, August 21, 2020

Interactive digital signage is enabling retailers to head towards a productive path.

FREMONT, CA: When digital signage was initially introduced, it was all regarding displaying valuable content to the apt audience in a static format. As technologies progressed, interactive digital signage became more noticeable, and now, interactive signage is common among retailers. Today, digital signage can be facilitated with interactivity, comprising QR codes, touch screens, sensors, social media integrations, and many more. But for retailers, making the shift from static, passive screens to communicative digital displays comes with difficulties, according to Forbes.

There are various factors retailers should take into consideration while deploying interactive signage. Before funding in digital signage, retailers should have a fair idea about where the interactive signs will be placed, which audience will be targeted, and what concerns may arise in the location they have selected. In case a retailer is making signage interactive by including audio segments, the retailer should not look for noisy places where shoppers will struggle to understand them.

Before implementing interactive signage, retailers must choose whether they want single or multiple screen display, whether to mount displays on the surface or give customers access to mobile tablets, and whether to include displays into tables that enable groups to collect and communicate. It is also important for retailers to think through how they will employ analytics obtained from interactive displays and what purposes they require to achieve through their analytics efforts.

Retailers must prepare to develop content for their interactive signage and how to possibly incorporate technologies like near-field communications, sensors, speech recognition, and the IoT. Finally, interactive signage can comprise data derived from user identification, interaction, and environmental factors. Integrating these data and taking things to retailers’ complete potential, offer tremendous opportunities for improving the business.

Undoubtedly, financing in interactive signage will put retailers and their businesses on the most prolific path in the years to come.