More and more businesses, especially those in the retail business with brick and mortar stores are using digital signage systems as the technology has provided opportunities for creating better customer engagement that gives the cutting edge in competition. To carry your business in front of clients, you must have the channels of communication open to impress them. To achieve this, there is hardly anything better than business signs that allow you to cut through the immensely noisy market place and position your business in the right way in front of customers. Once you can connect closely with clients, the horizon of business suddenly opens up. The signage system when used correctly can influence in-store customers to make a purchase while it can drive outsiders to stores who get attracted by the outdoor display of your brand.

Not all digital signage systems are alike, and it is crucial to select the most appropriate one that will work well for your business. However, it far from easy to know which system would be suitable because there are so many different systems with as many different features available.  Since you must take a decision, prepared with information to build knowledge about the different systems will help to make a well-informed decision. In this article, you will come to know about the way to set out on your journey of selecting the digital signage system that is right for you.

Set the goal first

Before you embark on the project of installing digital signage, which could either be LCD or LED displays, you must set the target for its use. You might need the system to facilitate brand building, you might use it for communicating with employees, you may simply use it for advertising and entertainment, or there might be some other exclusive use specific to your business.  The purpose of use points to the features that the system must have and this is the point from where you start your journey.

Things to consider

Among various features that the system might have, you must focus on three particular features that act as the pillars of the system. Since content is the lifeblood of the system, you must ensure that the system has proper tools to create content.  As you want to engage customers, the playback quality must be highly attractive. Lastly, the system must be flexible enough to allow creativity.

Digital signage Tools for creating content

You need quality content to communicate with customers and to create quality content you need two things. At the back end, you must have access to the right intellectual resources to generate ideas about content that would be highly and you need the right technological tools to create content for display. The system must provide content creation tools that are flexible enough to translate the ideas of content creation so that you create the most appropriate content.

Since you would like to create content by using in-house resources as it gives complete control and flexibility while reducing time and cost, the tools must be easy to use so that changing content is easy and fast. The tools must have features that allow adding add filters, effects, and movement to the content,   so that there is no need to spend on postproduction studio cost.  There must be provision for creating charts and graphs based on real time data for display.

 High-quality playback

The quality of visual presentation of the message during display has a significant role in creating the right impact on viewers. Just imagine how you would feel if the video stutters and jerks when you see it?  Would you have the patience to go through the remaining part of the clip? How much attention and importance viewers attach to the display depends on the quality of playback.  If the picture quality is poor, the impact on viewers will also be weak who would likely not remember what they have seen.  Synchronized display and supporting high definition are the essential requirements for digital signage today.  Screens must have multi-display capabilities, and there must be complete viewing clarity of content that plays upon multiple displays. The content must be pixel perfect without any distortions.

Openness and interactivity

The system must have the features of openness, interactivity, and customization that provide the flexibility necessary for designing a digital signage solution that is highly effective. For keeping viewers immersed in the display many signage systems offer interactive touch screens that create closer engagement. Some even have gesture tracking and SMS facility included in it to increase the level of interaction.

Scalability and distribution

The system must have the features of integrating with and external systems and other interactive sources so that it can accommodate dynamic feeds. It must have the capabilities of establishing a networked digital signage system and provision for scaling up the system when required as well as the facility to transfer content to displays effectively. Some systems are equipped with multi casing performance even on networks that are not the multi casing.

Workflow and scheduling

Getting the right message in front of viewers at the right time is of utmost importance for any digital signage system.  There must be provision of scheduling messages in multiple ways.  In rule based scheduling, the rules of scheduling are set about keywords, demographics, types of media and other criteria and playlists are automatically generated according to the pre-set rules.  In web based scheduling, you manage content via the internet.

System management

How efficiently you can manage the databases and digital assets adds value to the system as you can add new images and text to existing graphics on real time basis by using predesigned graphic templates. This you can do in-house, and it saves the cost of doing it in a photo studio.

Look for enhanced control and monitoring capabilities of the system that ensure minimal downtime and smooth operation.  By networking the system to a centralized control center, you can remotely make changes and updates on your own.

About the author: Harry Melillo is a web designer who has later moved into Business signs marketing. He is a devoted artist who takes up the brush and easel whenever he finds the time. Another thing that attracts him is to write on topics related to his profession.

Tom Parillo

Tom Parillo

I am interested in all things technology, especially automation, robotics and tech that helps change how society will live in the future.