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4 Challenges for Retail Digital Signage

Digital signage has the potential to produce some undeniably cool retail experiences. Using digital signage in retail isn't something you should rush into, especially if your budget isn't limitless. Mistakes make for higher costs and poor results.

Here are four common problems for you to identify and avoid.

1. Planning
Many of the biggest problems retailers run into have the same issue at their root: Incomplete or rushed planning.

2. Poor integration
Retailers expect their digital signage to be more than just a glorified PowerPoint presentation. They want integration with multiple systems present in the retail setting. They want to be able to use the screens for training after hours. And for digital signage to be connected with the inventory system so that specials can be offered based on what's selling and what isn't.

3. Producing enough content
One of digital signage's greatest advantages over traditional signage is that it isn't static. Even with the content playing on a loop, the image on the screen changes frequently. This means that even if a customer has seen a particular piece of content before, they're likely to give it a second glance. Paper signage might as well be wallpaper.

4. Localizing messaging
While the ability to make your content local is one of the top reasons to adopt digital signage, retailers often have trouble doing so. Like most of these issues, this one is most easily avoided by doing some planning in advance.

If there's one takeaway here, it's that in retail, planning is everything when it comes to implementing digital signage. You need to consider everything from who to put in charge, to what hardware to use, to how you plan on making your signage work with other systems you already have in place.

Marketing Manager @trudigital