Russell Dalbey - Your Digital Signage Merchandising Team

Recently, we addressed the responsibilities of your sales and marketing team. You might remember, in the context of an ad-supported digital signage network, they are tasked with finding advertisers, filling the ad pipeline, and working with venue managers. Today, we're going to shift our focus to your merchandising team. When deploying your screens throughout a venue, their job involves having an understanding of floor plans and foot traffic. They're also responsible for creating content, and managing the use of sound and light around the signs.

In this article, we'll explore these areas in more detail. We'll take a look at the unique challenges that your merchandising team will need to confront as well as how their efforts improve the success of your signage network.

Understanding Venue Floor Plans And Traffic

The average consumer might be surprised to learn that the direction in which he's walking throughout a venue has been the focus of years of analysis. So, too, have experts closely studied which items are most visible (for example, POP displays and promotional end caps) given traffic patterns on the retail floor. Knowing where your digital signs have the most exposure to passersby is an important part of your merchandising team's job.

They should work with the venue manager to identify the best positions for the screens. For example, a sign suspended from a ceiling mount may be more appropriate than if it were positioned atop a floor mount. Furthermore, some end caps are better positioned than others; having a limited number of screens to deploy will require knowing where the best opportunities lie. The venue manager will know how to maximize your screens' exposure throughout the floor.

Content Creation

Creating content for your signage network involves using your screens to their best potential. Your merchandising team will need to consider the proximity of people walking by as well as how closely advertised items are located in relation to the signs' positions.

Even though signage displays can be segmented into several parts, and separate pieces of content distributed to each part, it may be a bad idea to do it. For example, imagine having a 20-inch shelf-mounted display that will be seen by shoppers at an average distance of 15 feet. Splitting the real estate into four equal parts would make each portion - and its content - extremely difficult to see.

If the content is promoting an item that is nearby, its role is to draw shoppers closer and direct them to the product. This can only be accomplished if the content is easy to see and compelling enough to watch.

Appropriate Use Of Audio

The use of sound on digital signage has oddly divided network owners into two camps. Critics complain that sound damages a venue's effort to create an atmosphere. For example, a mall may send soft music wafting through the air in order to make shoppers feel comfortable. On the other hand, proponents argue that screens without sound cannot do their job. In truth, using audio on your signage network will depend upon the circumstances.

Your merchandising team will need to determine whether sound is appropriate given each screen's position and proximity to other audio sources.

Working With The Light

The light which surrounds your signs can have a major impact on their impact upon viewers. Certain types of ambient light may cause a glare which will make your content difficult to see. Or, viewers will be able to see it, but the light creates a washed out look. Keep in mind that the potential problems light can cause might be easy to resolve. For example, a slight tilt of your screens may remove the glare. Your merchandising team will need to work closely with the venue manager to position your signs so that the lighting doesn't hamper their impact.

As you're learning, there are a lot of critical tasks which need to be handled thoughtfully when deploying your signage network. If the scope of your project is minimal, you may be able to these things on your own. However, if your budget allows, consider delegating these responsibilities to a separate merchandising team.

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Four Winds Interactive is a leading provider of digital signage networks and software, check us out online at www.fourwindsinteractive.com

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