Ask the Board – December 9, 2019 | JOSEPH McQUEEN

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“Could an in-home digital network have ads or is that sacred territory?”


It depends on the business. Some companies sell other companies’ products. In this case, it makes perfect sense to add revenue streams by offering to promote them for compensation. Companies like Walmart and Dick’s have both done this in their stores. However, this is usually an augmentation of other non-digital advertising and is symbiotic in nature.

In some cases though, this is a sacred territory. If a company stands on its own, it doesn’t necessarily want to dilute the brand. Rather, digital signage is another messaging tool used to educate customers, create brand recognition, and set the mood of the space. These brands tend to want to connect directly to their customers and have a relationship.

There are still some opportunities in back-of-the-house digital signage, even in sacred territories. These aren’t just to promote the brand, but to educate the associates and provide a place to connect associates with business partners. These may be anything from benefits to credit companies. It’s also an opportunity to promote products from partnering companies.

About Author

Senior Manager of Network Services
American Eagle Outfitters

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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