6 October 2006

Customer-centric digital signage in retail environments

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“A retail executive who is considering a digital signage system shouldn’t let the tail wag the dog,” writes Peter Vrettas in Extended Retail Solutions. “Content, rather than hardware or software, drives digital signage. And the best digital signage systems are focused on customer-centric content – messaging that puts your customers first by telling them what they want to know, delivered in a way that they enjoy. If you can communicate a relevant message and allow customers to control their shopping experience, you’re more likely to gain their loyalty and ultimately their business.”

“Using RFID and other technologies, digital signage systems can be designed to work at the department and individual levels, targeting specific customer profiles with the type of product information they want, delivered in the way they want to receive it.”

“Today’s digital signage systems have also transformed customer communications into a two-way street. They also allow retailers to receive important information on customer preferences and buying patterns that can impact vendor selection, buying, inventory and other supply chain decisions.”

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(via the NEXT retail experience, a blog of Alexander Wiethoff)

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