Nothing is worse than a screen in the shop window or in the store that either displays nothing or irrelevant content. "Many retailers still shy away from using digital signage solutions because they assume it is very complicated to provide and manage content," explains Sabine Hausauer of the Bütema AG. She adds that this is relatively easy to do with the right content management system.
Images can be uploaded by the retailer himself. Using a timeline, he can create special themed playlists and specify when and how long the images are meant to be displayed. This lets retailers manage what is shown during opening hours and when the store is closed for example.
Via software, content can also be directly linked to the inventory management system, where the stored product images can be separated by product categories and displayed on the digital signage monitors – of course only those images of products that are actually in stock. "This alone creates a dynamic impression.
Retailers are able to respond to current trends or even the weather in a very flexible manner," adds Hausauer. This also virtually expands the sales floor, since retailers are able to offer products that are not available in the store but are available for delivery.