The digital signage sector is rapidly growing. Last 2015 it reached a value of $ 16.88 billion and is expected to reach $ 27.34 billion by 2022. The use of digital signage is a hotly debated issue among many of our customers. Fashion distribution sector, but has not yet taken off as expected for something that promises so much to so many.
Studies tell us that digital signage captures 400% more attention than static signals and 80% of brands using internal digital signage experienced up to 33% additional sales, according to a Nielsen Consumer survey.
Control and costs drive current decisions
These two factors seem to be the two key pillars when it comes to making a meaningful investment decision across the company about digital signage for fashion and distribution.
The ability to ensure solid internal experiences with the latest looks and promotions around the world is a huge advantage. Many global distributors are concerned about having a consistent brand presence in stores, and digital signage offers the ability to centrally or regionally control the content displayed in the establishment. This reduces dependence on human intervention to eliminate or update the visual merchandising of the store.
In addition, the cost of those responsible for the visual presentation and the time it takes to change traditional signage may end up being a major business case, as a fast food chain discovered when it decided to go digital. They based their case on the time and money they would need to replace their menus and prices in their thousands of locations around the world.
While control and cost are important, the real opportunity is to allow immersive digital experiences. Customers love to live a personalized trip and digital signage can help retailers offer their customers an authentic all-around experience.
The integrated opportunity to achieve better experiences
Retailers recognize immersive store experiences as an increasingly important element for online retail and especially mobile retailing, according to the Fashion Retail Report of 2014. In addition, given that the average fashion consumer currently uses up to five channels to make purchases, it is important to think beyond store and control and cost when reflecting on the opportunity of digital signage.
Showcases are the next great advertising opportunity
The fashion industry spends more than $500 billion a year on advertising. Most large chains own thousands of square meters of high-quality advertising space: their own shop windows. And many do not make the most of them. Most fashion retailers still use traditional mannequins to attract and seduce.
Digital storefronts are the next big advertising opportunity for fashion retailers. Not only to attract consumers to their stores but also to strengthen brand recognition, create involvement and be relevant.
Relevance is profitable
Using contextually relevant advertising improves results. That’s what Adshel and Neuro-Insight discovered in the first global neurological study to demonstrate the effectiveness of contextually relevant advertising on digital media outside the home. They concluded that it was up to 19% more effective than non-contextual advertising.
Digital signage as a substitute for the traditional showcase offers a fantastic opportunity to “be relevant.” Integrating digital signage content programming with the time of day, the day of the week or even weather sensors can provide contextually relevant advertising. For example, when it rains you can show the most recent video on waterproof clothing instead of the same recording regardless of time, time of day or day of the week.
Intimate and personal
As more and more retailers incorporate RFID tags into garments, the opportunity for contextual relevance for digital signage in stores continues. For example, digital signage can be used in locker rooms to give instructions in using accessories to items tested by customers.
These are just some of the reasons why digital signage is rapidly growing and becoming more popular. What other reasons can you think?