Dynamic point-of-sale advertising, much more than classic point-of-sale advertising

While point-of-sale displays are becoming ever larger, the possibilities offered by digital signage solutions are still under-utilized.

An excellent complement to traditional billboards, they also open up a whole new world of possibilities in terms of marketing at the point of sale thanks to interconnections with third-party services (thermal, motion, weather sensors, etc.). The challenge for communicators : reveal the full potential of their screens !

Spearheading the digitalization of the point of sale, screens have become a medium in their own right. They have flourished in the vast majority of retail outlets as support communication tools. Taking over from traditional signage, digital signage, otherwise known as digital signage, enables contextualized, flexible communication. In fact, displays can be programmed according to the parameters selected by the manager: location, times, duration, schedule, etc. However, screens remain controllable in real time toadapt to any change in context.

Digital signage solutions offer a multitude of possibilities for point-of-sale advertising

These solutions are based on open technologies that can be interconnected with any service (weather, news, cultural events, but also checkouts, stock levels, product information, etc.). More dynamic than simple images or videos, this content is updated automatically and in real time, providing customers with the information they are looking for (product information, availability, comparisons, popularity...). What's more, this content is constantly up to date, as its updating is triggered by key events such as stock updates, a checkout, or the release of a play. We can, for example, display the week's top 10 sales in real time, or trigger a synchronized sound video on all screens when the 1000th customer arrives. It's all possible!

Far from being an inaccessible technology, digital signage is well within the reach of all point-of-sale managers, regardless of the number of stores or the size of the chain. A key application, and one that's easy to set up, is to give the consumer control over the screen via a smartphone, button or tablet, which can be used to trigger content on demand. This principle can enable a customer to view content that is truly relevant to them from a playlist, to access a product sheet or demonstration, or to take part in special operations. In fact, theinteractive possibilitiesof digital signage make screens real pillars of point-of-sale dramatization: gamification (games of chance, collaborative games...), satisfaction (surveys, voting...), loyalty (contests...), etc.

Interactivity, on-demand content, audience measurement, facial recognition... Brands have access to a multitude of possibilities for unlocking the full potential of their screens. Imagination is the only limit to revitalizing the point of sale.

Discover the Etam case study on a European deployment in all Etam and Undiz stores: the screens are an integral part of the Etam group's brand concept.

Explore the possibilities of digital signage and contact us for a demonstration.

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