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Why digital signage can work against you

digitalsignage realestate 1
Posted: September 4, 2009 at 2:13 pm   /   by   /   comments (0)

If your digital signage solution is not implemented correctly it may work against you. Let me explain…

On the weekend whilst walking past a busy street I spotted across the road a real estate company with several LCD screens located at their front window. This is what I saw: (excuse the quality of the pictures but it was late at night and I was using my blackberry):

Digital Signage Screen not working

Digital Signage Screen not working

Digital Signage Faulty Screen

Digital Signage Faulty Screen

Digital Signage Faulty Screen

Digital Signage Faulty Screen

Now, in Australia quite a number of real estate agencies have moved away from using the traditional static posters for displaying their property listing and have implemented some form of a digital signage solution (visual display screens or touchscreen technology).

What I was most surprised about this particular installation and setup was that 1/3 of their screens was either turned off or had a fault with the LCD unit. Does this mean that 1/3 of the properties were not displayed? How would the property owner feel knowing that they are potentially losing interested buyers.

So what I have learnt from this situation is the following:

1. If there’s a hardware fault fix it immediately

2. Always have a backup plan – don’t be afraid to revert back to the old method of using traditional posters when required

3. Use a mixture of digital signage solutions and traditional posters

4. It looks unprofessional and embarrassing for both the digital signage solution provider and owner if the solution fails

5. You will definately lose customers if the problem is not rectified in a timely manner


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