Making instore displays
pay their way
We have all seen them, a lonely television screen mounted on the wall in a store playing the
same message over and over. Nothing new appears and the looped message eventually fades
into insignificance. Rather than attracting attention, it simply disappears into the background
noise of the store and is forgotten.
T
o counter this, many shops or brands try putting the displays in positions
where they think they will achieve the greatest quantity of views, the
queue. Even here, once the absent-minded shopper has heard the same
sales pitch twice – or more, he stops listening and the message is forever
lost. The problem for the brand owner is that changing the content on these
displays is time consuming as it generally requires someone to physically load
the content using a flash drive. Therefore, the content, although changed,
soon becomes the same thing over and over in a loop. The required solution is
something a bit more dynamic, both for the viewer – who is a potential customer
– and for the brand owner who needs to find new ways of attracting customers.
IR Digital is a Johannesburg-based company which has a solution to meet the
needs of the brand owner in terms of attracting attention to otherwise bland
displays, while at the same time providing viewers with more dynamic and
interesting content. Using the IR Digital system, content can be loaded to the
display via the web, all that is required is an active internet connection. These
uploads can be done at any time, thereby allowing for special offers and other
important information to be announced or inserted during programmed content.
This gives brand owners the ability to change content according to specific
in-store activity.
A wide spectrum of possible content can be uploaded to the display including
full HD video, high-resolution images and web-based content. It can also include
live content such as newsfeeds, weather, sports scores, web-based syndicated
content, social media and dashboard content. This means that there can always
be something new and interesting on the screen in addition to the marketing
message. This helps to keep potential customers engaged while at the same
time getting the brand message across.
The service from IR Digital includes the complete display unit ranging in size
from 7-inch through to 55-inch, the ability to have content managed and
scheduled according to requirements, nationwide support and full reporting
of the functionality of the unit. Each unit comprises the display, a secure
enclosure for safety and the right connections for content uploading.
Commenting on the system, IR Digital founding partner Werner Fettke said,
‘Although the units we supply are based on standard monitor sizes, the displays
can be almost any size comprising full LED walls and wall-projected images as
long as the device can accept an HDMI connection for their device to plug into.
We can also design and build custom enclosures according to the needs of the
brand owner.’
Co-founding partner Lionel Smith added, ‘Through our content management
system we are able to upload information to the device and have it play
instantly or as scheduled. This makes it possible for specific content to be
played, when appropriate. Using the same system we can see when displays
have not been switched on. This allows us to report back to our clients, enabling
them to take corrective action. The entire system, including the content upload
and management is handled as part of the same monthly rental fee.’
With this system, tired and boring product displays can become a thing of
the past. Fresh and live content can be uploaded as an when required, thereby
ensuring that viewer attention is maintained for longer and therefore, brand
awareness is increased. Get your message across.
