Ask the Board – February 5, 2018 | JOSHUA GOODWIN

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If you could magically ask the digital signage industry for anything at all, some new innovation that would dazzle and amaze your clients and peers, what would it be?”


It’s no secret that the driving force of any digital signage system is revenue and brand recognition.  The retail industry is always looking for new and innovative ways to get their product to the consumer, and technology is the vehicle to do that.

As we grow more and more dependent on our smart phones, I would like to see the communication of digital signage and personal devices become seamless.  One day, I hope to see the exchange of information between these two devices as commonplace as making a phone call.  What better way to get your brand out there than being able to share content immediately from the display to your personal device.  Imagine the ability to walk into a retail space and interact with the display through IR, wireless or Bluetooth, to search for and purchase goods and sign onto loyalty programs and other incentives.  Consumers can securely upload their email and preferences to a database that will then recognize their device at all retail locations.  This information can then be used to communicate future sales, events and promotions as well as to push your brand in ways that is unique to that user.  Directed content can also be deployed passively to influence purchasing.  In other words, a repeat customer would be recognized by software in the display, the display would then play content relative to that customer’s past purchases, content searches and website activity.

This would all have to be implemented in such a way that it’s a simple process for the user.  It should take very little time and be easy to understand.  The idea would be to create a personal relationship with the consumer and your brand.

As technology becomes more commonplace in retail, the industry can increase brand recognition, consumer loyalty and strengthen sales as well as create a personal relationship with the customer through digital signage.  Digital signage needs to be less passive and more interactive to propel your business into the future.

About Author

Digital Media Specialist
Eileen Fisher, Inc.

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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