Digital Signages

Hmmmm...let me talk about a coool concept called Digital Signages

As mass markets continue to fragment and retail and consumer brands seek more targeted communication, the drive toward new, more precisely targeted and effective media becomes apparent. The ability to influence consumer behavior is the justification for a Retail Digital Signage network. In this section, various methods to measure the influence and to test the effectiveness of a retail digital signage
system are explored.

The effectiveness of a digital signage system quantifies the extent to which the goals of the deployment are being met. The evaluation process is somewhat easier when the expected benefits are tangible. For example, in the case of an advertising network model, the network's goals may be limited to generating advertising revenue and merchandise category lift. In this instance, the measurement of advertising revenue and sales impact is relatively straightforward. In the captive business model, the expected benefits from an implementation of a retail digital signage system may include direct benefits such as product trial, brand sales and the like, as well as indirect benefits associated with communicating about the brand and store image. As with all forms of media, communications that have a direct impact on purchase behavior are much more easily evaluated, while indirect effects are more elusive.

The process to assess the performance of a program can be divided into three parts. The first part consists of understanding a retailer's business strategy and understanding how a digital signage system enhances that strategy. In the application context, retailers may adopt digital signage systems for a variety of reasons including generating revenue from the store medium, improving sales, enhancing the customer experience and/or improving customer loyalty. These objectives form the basis for establishing the metrics that will be utilized to assess the effectiveness of the digital signage system that are consistent with the communication objectives.

In the event that attaining more intangible goals is desired, such as enhancing the customer experience, then measures of customer impressions, store and product education, and/or brand perception should be established. If influencing customer loyalty is a desired goal of a retail digital signage system, then measures that involve the store/brand promise, product perceptions, and customer lifetime value should be considered. Once the measures are established, the final step in the evaluation process consists of data collection and analysis to assess the impact of digital signage on the measures of interest.

Bye for now....I hope ,I have given some insight about Digital Signages.