Digital Signage Display

Knowing that you have the range of products to meet customer needs is not enough, if there is a way that allows us to interpret those needs and channel them to the best deal.


And this case of implementing digital signage solutions teaches us that if you can build a system where the client discusses his desires and shop gives you a stock answer of possibilities that fit those desires or needs. And all this will result in the maximum level of customer satisfaction.


Digital Signage

The signage is the essential instrument of Merchandising at the point of sale animation. Over the course of time has been the subject of many studies and has undergone many transformations, but without losing its laminar and printed. It is not until the early 70’s, with cheaper and popularization of video tape players, companies begin to use TVs in their commercial establishments as a means of encouragement addressed to their clientele. However, its contents were pre -recorded and broadcast on closed circuit. Currently , the availability of broadband Internet , the decline in handset prices and audiovisual support programs and the need to address , in an increasingly customized to consumers, have made known as “Fourth Screen” onset, with increasing force, on the shelves of local retailers.

Digital Signage (Digital Signage) has been defined by the Digital Screen media Association1 as: “The use of appliances or electronic displays, such as LCD, LED, Plasma or projections, to bring entertainment, information and / or advertising in public spaces private away from home.” Moreover, the Interactive Advertising Bureau Spain, in the thirteenth volume of white papers, entitled “Digital Signage The fourth screen”2, specifies the following:” The Digital Signage (Dynamic Digital Marketing) is the digital revolution outdoor advertising (outdoor advertising) and advertising at point of sale (POS). We can define it as a media and interactive digital content at the point of sale and in public places, through emission devices such as screens, projectors, totems or touch panels.”

We will refer to Digital Signage, our object of study, such as: “The signage made by electronic means as used in point of sale, to deliver content and messages more personalized and interactive.”




Trade today, faces stiff competition, so that differentiation is a relevant factor in front of consumers. One way to achieve this is by improving communication with customers through the use of digital signage systems that empower merchants to deliver the right information to the right people, at the right time and in the right place.

As we have already stated, you understand Digital Signage displays and using digital content retailers controlled through an electronic network that allow you to transmit their own messages in their establishments. The adoption of such digital signage systems brings some advantages to the retail sector, among them are:


Expansion of sales opportunities : The video images have great power to attract and retain the interest of consumers, up to 60 % more than the posters printed according Kinetic3, so digital signage to attract attention and drive customer towards the establishment promotions helps sell the goods. This system is especially recommended to sell those items with a wider margin and generate greater profits.

Personalization: Another important aspect of digital signage is that it allows traders to customize the content to make it more attractive to the consumer. So, can adapt their messages to the circumstances require. For example, you can issue ads beers after work hours, or to emphasize the benefits of their stoves in winter, in order to adapt to the contingencies that may influence consumers.

Interconnectivity: digital signage systems have the ability to interface with other information systems available to the community setting. It may be the case of connecting the local surveillance systems with digital signage, to study the behavior of customers against certain messages or you can link radio frequency systems (RFID) with digital signage, for it shows the additional parts or accessories of an article, to detect that the client has taken a certain product. In order to establish any mechanism to communicate with other networks that are deemed appropriate to achieve the objectives of the digital signage network to interconnect.

Staff Training: Staff turnover and seasonal hiring are a common occurrence in the retail sector, which creates the need for flexible and appropriate training. Some users have used their digital signage network to provide training to their employees, communicate corporate messages or inform about new promotions and products, before the store opens or during idle time.

Income Extras: Another advantage of digital signage is that establishments can sell their suppliers or third parties, advertising space on your network and thus gain directly from their electronic signage system.


Whether your objective is to build a brand, influence customer behavior or simply provide information, the dynamic visual experience created by digital signage end positively contribute to increased sales up 14% as reported by Nielsen4 . But to achieve this it is necessary that the system design is appropriate for the type of facility in question, as well as, you should be aware that the content is the lifeblood of digital signage, so it is important to update with sufficient frequency to ensure that the information provided is consistent, attractive and useful for customers.