Digital Signage Litmus Test: Is it Right For Your Store?

When we’re young, the pressure to keep up with the in-crowd is one of which few of us escape. And as adults, the pressure remains – but instead of emulating the hairstyle of Susie Q., captain of the cheerleading squad, we now work to emulate the white picket fence lifestyle of the Jones’ across the street.

Retailers are not immune to this innate drive to gauge against what is accepted in the industry to be accepted, savvy and profitable. Only now it’s called benchmarking. And there’s nothing wrong with it… most of the time.

When it comes to deploying digital technology in retail, however, it’s not one-size-fits all.

Recently, a very prominent clothing retailer (who shall remain nameless out of respect to this archetypical brand) revealed interactive storefront windows. Passerby’s can come up to the window, and with a stroke of a finger, digitally “paint” on the pane using infrared light technology. A stick figure, a star, a handprint, haiku poetry – it all goes. Anyone is an artist. It’s really cool. Definitely “wow” factor technology.

But guess what? It has nothing to do with the brand. It’s great to be “cool”, but you’ll need more than that in order to execute a successful digital venture. This is not a form versus function debate – this is a lesson in relevancy. If your retail brand is considering any new digital technology, first ask yourself this single question:

Can the technology help us make meaningful connections with shoppers that ultimately tie back to brand relevance?

If you can’t answer “yes” to this question, the digital technology you are considering may be better suited for another retailer. If you are able to answer “yes” then you are well positioned to create engaging content that will increase brand preference and ultimately purchase.

Digital technology is trending for retailers. It’s got a cool factor right up there with the Fonz. We get it. But if enacted for the wrong reasons, you’ll find yourself with budgetary dissonance and brand disconnect. Discover the technology that is your perfect brand fit, and you may find that instead of keeping up with the Jones’ – the Jones’ are working to keep up with you.

- Cassie D’Arpino, contributing author for The Brand Show and project manager at Two West, Inc.

What retailer uses digital signage in-store the best? Share your thoughts below or on our LinkedIn Group.