Digital signage video walls have become an increasingly popular tool for retailers and Quick-Service Restaurants (QSRs) to immerse customers and showcase their products and services dynamically as it appeals to consumers’ desire for engaging in-store experiences.
Kevin Bierman, Head of Digital Signage at Moving Tactics, the leading digital signage solutions company in South Africa says, “Large-format video wall screens, arranged in symmetrical or asymmetrical configurations, have become the norm for high-impact visibility in-store. With LED technology becoming more affordable, we have seen a greater uptake from clients in both the retail and QSR industries. Aside from the reduced cost, the improved pixel density in LED technology allows for clear digital imagery, making it the preferred option for clients requiring high detail, such as nutritional information in QSRs and product details in retail. LED technology also offers more ingenious installation options, like convex or concave configurations, for unique digital branding customer experiences”.
In retail and QSR environments, video wall technology serves as a powerful tool for high-impact communication, particularly when strategically positioned at points of purchase. The use of unique configurations and placements allow for a more creative approach to delivering attention-grabbing visuals for effective in-store digital brand communication. “Much like assembling ‘lego blocks’,” explains Kevin, “video walls and LED technology are highly configurable, allowing brands to easily tailor the screen to match their specific needs. With the introduction of new innovations such as bendable and transparent screens, the ideas are endless.”
These screens which serve as focal points in retail and QSR environments, allow brands to direct their audience’s attention to the visual communication, capture their audience’s attention and deliver compelling visual communication. Moreover, content developers can also fully unleash their creativity by designing high-impact visuals that effectively utilise the screen’s configuration to deliver a captivating message.
“A successful application of this approach can be seen in QSRs like Steers, Debonairs, and Fishaways, where we’ve utilised a four-screen menu board as a video wall, allowing promotions to be flighted across all four screens for a high-impact marketing takeover. In a retail environment, such as Edgars, we’ve consolidated commercial screens into video wall configurations to enhance visibility in customer-focused areas at the point of sale.
“Video walls and large LED installations provide ‘eyes on brand’ high impact communication. When integrated with audience measurement tools, we’re able to extract a high level of customer data, such as OTS (the opportunity for a customer to see your brand), engagement duration and timing, gender preferences and age groups, etc. By using these metrics and conducting further A/B testing, brands can tailor content of the video wall or LED screens to the specific customer demographics and geographic location, enhancing the delivery of digital communication, leading to a positive impact on the retailer’s bottom line,” concludes Kevin.
By embracing the potential of video walls and LED technology, retailers and QSRs can ensure a consistent and engaging brand experience with their audiences, stand out from their competition and remain at the forefront of visual communication – an imperative in today’s digital landscape.
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