Signing Up for Digital
Retailers have no reason to fear digital signage
So says Joe Michaels, vice president of new product development for Tebo Store Fixtures, one of the
leading companies in the digital signage field and
a firm that is clearly leading the way into the future
with the technology.
Whether using Tebo or one of the other major play-
ers in the field, Michaels is clear that retailers need
to revisit the digital technology segment again. The
result, he says, will be more visibility of a retailer’s
message, greater sales, and of course, more profits.
“Our pitch is quite simple,” he says. “We tell retailers
that within four weeks of having digital signage up
and running they will see an increase in sales. They
Digital signage has been around for years, but a
number of factors, including high cost of creating
meaningful and memorable ads and reliability issues,
prevented the technology from taking off.
That is all yesterday’s news, Michaels says. New
technology and passion by the leading players in the
field, including Tebo, have brought the digital format
a long way. “Today, we are teaching retailers how
to create and manage their own content,” he notes.
“They don’t have to use us, just pick a digital signage
company they trust and get going. It is time they pay
attention to digital signage.
Micahels says that Tebo’s products come in a
package for retailers. They can pick from a commercial grade 49-, 55- or 65-inch screen that features
a PingHD signage software package. The product
comes with a 3-year warranty and three years of
software support and toll-free technical support, plus
two one-hour web-based training classes.
He says that once installed, the retailer’s marketing team can control screens in single or multiple
stores from a central point. Store personnel can also
make changes from any web-enabled device.
SCANNING THE STORE
Abdo says that “Scan-It” technology—giving customers a
scanning device to scan groceries while walking through
the store—affects the shopping experience in a positive
way by increasing personalization and eliminating the
time standing on long checkout lines. Kroger has been
testing its “Scan, Bag, Go” program in a few stores.
In the larger sense, technology may be the key to true
personalization as it relates to store layout and design.
“Today’s grocers are looking to revitalize store layouts
to enhance the shopper experience,” says Guy Amisano,
CEO of Horseheads, N. Y.-based Salient Management
Co. “By connecting all sources of internal and relevant
external data into a single view, grocery stores can bet-
ter understand localized customer needs and behaviors
to make data-driven improvements to store design. This
allows grocers to capitalize on trends in food and bever-
age in a way that reflects the needs of the surrounding
He gives the example of hot foodservice, which
has become a profitable area for many grocery stores.
“However, when determining how to effectively imple-
ment this trend into their layout, grocers shouldn’t look
at behavior on a national scale,” says Amisano. “Rather,
they’ll need to understand how important this trend is to
their customer base to determine what role, if any, it can
play in enhancing profitability and customer experience.”
“Leveraging sales insight doesn’t simply provide an
accurate picture of customers,” he says. “It also allows
grocers to better understand the value of shelf space. By
making correlations between store layout and sales, gro-
cers can maximize revenue and profit per square foot. In
other words, store decision makers can use this informa-
tion to ensure the most profitable items—depending on
specific customer preferences—are placed in the most
valuable areas, optimizing allocation of space and ulti-
mately driving more customer purchases.”