90% industry professionals believe retail display technology can increase retail spending
90% industry professionals believe retail display technology can increase retail spending
LG Electronics (LG) said to day it had uncovered a major interest in digital signage as one of the catalysts helping to lift the retail industry out of recession, according to a recent poll.
As part of its participation in Integrated Systems Europe (ISE) 2010 – Europe’s largest exhibition for professional AV and electronic systems integration – LG conducted a survey amongst a sample of the visitors at the show to explore views on digital signage developments and their likely impact on town centres and the retail environment in particular. Some 79% of those polled believed digital display technologies would be very important or vital to revitalising the high street in the year ahead.
Extending customer service proposition
LG’s survey also revealed support from 32% respondents for the resurgence of town centres, with most believing it will be driven by retailers finding new ways to deliver better customer service. They also believe customers will choose service over convenience. A smaller but significant 17% believed town centres will increasingly become social hubs, driven by ‘lively and imaginative displays’ that attract good business.
Recent developments in simple, cost-effective and powerful digital display solutions packages were seen by 81% as being able to improve customer service (if used appropriately) and over 90% believe that digital signage can actually increase retail spending – which has strong implications for small-to medium-sized business (SMB) retailers looking for innovative yet affordable routes out of the downturn.
While the survey confirmed strong support for digital signage in the retail sector, the respondents did believe that some of the perceived barriers for adoption included concerns over the creation of content, no clear understanding of the return of investment, and the difficulty of incorporating new systems into their existing IT infrastructure (all at 16% each).
Broad regional and market potential
“These figures underscore widespread belief in the power and impact of digital signage in the High Street,” said Luc Grare, director of LG Business Solutions for Europe. “They also confirm what we have thought for some time – that in a tough retail environment, digital technology that can inform, advise and entertain their customers is going to give that retailer a competitive edge,” he adds. Grare went on to explain the significance of these findings for SMBs that make up over a third of the European digital signage market.
“These smaller retailers need the same quality, reliability and ease of use from their displays as larger organisations but at lower costs. LG’s long understanding of this market is behind the development of the simple, powerful and cost effective display tools we have introduced,” said Grare, whose Business Services division was behind the launch of LG’s SuperSign total digital signage solution at ISE 2010.
