Digital signage has become a staple feature of retail stores. From delivering personalised and dynamic advertising campaigns to enticing people to walk into a store, retailers are recognising the significant value of digital displays over the cost of deploying and maintaining the screens. Of course this is not to mention the (literally) dazzling benefits it provides to enhancing the customer experience and aligning with modern digital expectations.
But to truly achieve an impactful and shining customer experience, there is also a difference between bolting digital signage onto retail spaces as an afterthought and actually integrating it into the physical architecture from the outset – the stores that have built digital signage ‘from the ground up’. In this light, it is not just an essential part of retail stores, but the very architecture they exist in.
Laying the foundations
It’s never too late to adopt digital signage. But its inclusion at the very start of the architectural and interior design process can elevate a store to a new category altogether: it’s the difference between a space that has digital signage that sticks out and one where screens are woven into the structure of the building. With the latter, structural and digital signage plans fit together, creating a seamless look that maximises the use of space.
From a business perspective, this alignment is crucial to creating digital experiences that shine through: the smart, integrated placement of signs can entice customers to enter the store, transport people to different areas of the shop, and build overall brand awareness. In this way, the store functions as a physical and digital space simultaneously. For the brand, they can also integrate sensors into the architecture to understand the impact of content on consumer activity.
From a construction perspective, this early consideration means the building can work with, not against, the signage. Any surface, whether it’s a wall, ceiling, even the floor, can be designed to incorporate digital displays. But for this to work, the building needs the appropriate positioning of electrical, networking and ventilation components to power the screens. Without this early planning, a brand’s options start to become more limited (without extensive renovation later down the line).
But what are the key steps and considerations to achieve this?
Putting it into practice
Designers, tech providers and audiovisual (AV) installers must work together to understand the realms and limits of what is possible.
Where digital signage is located can play an active role in the aesthetic of the brand and in engaging customers. So, construction teams need to be aware of where screens are visible, what obstructions could get in the way, and ensure they don’t emit too much glare. As mentioned, is there sufficient power and robust connectivity to allow for the uninterrupted and manageable flow of content?
This is also where customer experience and sustainability can work hand in hand. It’s common to see stores where they have clumsily bolted on signage after construction. Consequently, there is an inefficient use of many screens, which can subsequently harm the customer experience too. But if screens are integrated into the design and cleverly positioned, then their ‘reach’ can be maximised from fewer screens, creating an efficient use of both energy and content.
What’s more, by embedding screens into the store’s architecture and sourcing sturdy sustainable materials, brands can minimise the need for repairs or upgrades and increase their lifespans. To truly create efficient processes, construction teams can include real-time environmental controls found with the latest digital signage technology. How often have you seen digital signage on full brightness inside a store when no one is there? If retailers can adjust factors such as brightness and temperature in response to real-time events (like customer footfall or weather) then they can optimise their performance and sustainability.
Future-ready spaces
Once brands have included digital signage in their store’s design and then practically integrated it, they now have a vast range of possibilities for how and when they show content. By building digital signage from the ground up, they have future-ready spaces that can deliver immersive and impactful customer experiences.
The influence of e-commerce has re-emphasised the value of creating a shopping experience, not just the transaction of buying products. You can really spot the difference when digital signage is considered in a store’s architecture from the outset, forming part of the windows, pillars and corners of the store to take customers on that journey. In that sense, it becomes a part of a brand’s identity, not just a method to promote it.
Digital signage is the bridge that connects the online and physical worlds. The real-time adaptability and flexibility provided by the screens opens up avenues for promoting brand awareness and drawing in customers.
And it’s not just a way to promote products and discounts – a brand can show off collaborations, host events and explore all kinds of interactive engagements and partnerships. So as well as enhancing the customer experience, it can also act as a stimulus for wider business activities.
The mission now for retailers is not to incorporate digital signage into their stores – that value is already recognised. It’s to embed it as an essential part of their retail architecture. These are the spaces fit for the future of retail.
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About Author
Ross Pedgrift
UK Business Director at M-Cube
Ross Pedgrift is the UK Business Director at M-Cube. Ross joined M-Cube from Clevertouch Technologies, having worked in the digital signage industry for 15 years. During his time working in digital signage, he has worked across almost-all industry verticals.
