Digital Signage: Location, location, location

Wednesday, December 3rd, 2008 at 1:26 pm by DigitalSignageBlog, 4 Comments »

Have you ever walked into a shop and incidentally spotted an LCD or plasma screen hanging near the back corner of the shop and you’ve asked yourself whether that’s the best location for the screen?

I’ve experienced this too many times and I often wonder whether there was any time spent by the installer to strategically position the screens in the most effective locations.

Our thoughts: Retail businesses with shop fronts need to come to a realisation that if the initial intention of installing digital signage was to engage and drive more customers into the shop, then installing the screen inside the shop will not achieve this. Our recommendation would be to install screens at the front of the shop were people passing by can actually see the specials your business is running, then with engaging content drive them into the shop. When they enter the shop, increase the chances of the visitor buying your products by using large screens with product videos and information.

We have also seen businesses installing and positioning small screens at “hot spots” for manufacturers to showcase and advertise their products. What we mean by “hot spots” is locations where the most traffic would pass at any given time – generally this could be in an area where the special or on sale products are located or at the front of the product iles.

Just as an example, here’s a couple of pictures of an install we completed for a Newsagency based in Sydney. We had two screens located right in front of the entrance to catch the attention of people passing by in both directions. Then inside the store, we had a large LCD screen located right at the magazine stand – this was a “hot spot” because people tended to hang around to read the magazines and pickup the newspaper.

Sometimes, you may also need to think “outside the square” and find locations where you think you can target a specific audience, e.g toilets – you can target your audience by gender (male or female).

Our question: Have you seen any screens installed in any interesting locations/areas?

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Tags: digital signage, lcd screens, location, plasma screens