Interactive (Touch) screens – Is it still a hype or does it create real business value for Retail ?

Interactive (Touch) screens –
Is it still a hype or does it create real business value for Retail ?

Interactive screens – creating dynamic content via touch, gesture, beacons, etc – are receiving a lot of attention as a must have part of a Retail Digital Signage infrastructure.

Interactive screens – creating dynamic content via touch, gesture, beacons, etc – are receiving a lot of attention as a must have part of a Retail Digital Signage infrastructure. It sounds like common sense. Surely, interactivity will have a positive effect on customer engagement and creating a dynamic in-store ambiance. In reality we have seen a lot of implementations that did just the opposite of that.

One common mistake is to use touch screens to allow customers to browse through a catalogue (or web shop) of products. This might seems appealing if not everything is on display in the store. Reality is that this type of activity is perceived as private. Few consumers will engage in this type of activity on a big screen – with strangers watching over their shoulders.

Touchscreens are also being implemented to provide additional information for products on display. This might be interesting for first time visitors. Returning customers tend to stop using these screens and turn back to consulting the staff for information (or go online). This type of information sharing is just too static – or too complex if information is provided for many products.

The things you need to know about effective content management

The things you need to know about effective content management

A Digital Signage solution is nothing without dynamic content. A range of Content Management Systems are available on the market, ranging from basis SaaS solutions to in-house software suites that offer extensive content management as well as content development functionality.

It is logical to think that investing in a comprehensive software suite makes perfect business sense. I pay a little bit more, but I am sure that I have the flexibility to create my dynamic content the way I want it – now and in the future.

Unfortunately, the reality turned out to be different. Many companies found out that for the majority of their dynamic content, they just need a flexible template that can be easily updated and incorporated in a playlist. Within a full flexible CMS system, such a simple update can sometimes be a complex endeavour, with a potential risk of low quality content or brand issues.

Many frustrations have been the result of this decision. Some companies solved this problem by hiring dedicated personnel, others outsourced their CMS. Some decided to reduce the “dynamic” content and ended up with traditional static content.

When evaluating which CMS solution best fits your specific needs, it is important to have a clear understanding of the scope of the dynamic content you need to create, to accommodate your marketing and/or communication strategy.

If your strategy requires frequent complex content development, an extensive software suite (and associated operational capabilities) may be the best solution for you. If your company has a brand or communication refresh cycle that is less frequent, it might be better to have well developed brand templates that are easy to adapt without any technical complexity.

Effective content management – which means having the ability to create and manage content according your specific needs and at the lowest possible costs and effort – is the best guarantee for a successful Digital Signage deployment.

Centomedia approach to Digital Signage

Centomedia approach to Digital Signage

Centomedia has years of experience in deploying, integrating and maintaining Digital Signage solutions for all types of businesses. Our success is based on providing stable solutions, that are easy to operate and allow our customers to focus on what Digital Signage is supposed to do for their business. more info…

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Our success is based on providing stable solutions, that are easy to operate and allow our customers to focus on what Digital Signage is supposed to do for their business

We are on top of the rapidly changing developments and are ready to support our existing and new customers with proven technologies and functionality

Have a look at some of the functionality we can integrate for you.

Centomedia provides Digital Signage solutions that are efficient and fit to be used in dynamic governmental environments.
These environments often exits of many service areas with each of them a specific set of information that needs to be communicated. This information is also typically coming from various sources within the organizations.
Centomedia offers an intelligent Content Management System that support multiple departments to deliver their information to dedicated (or shared) screens. No central content management is needed to secure high quality dynamic displays. No complex user management and access control, but an easy-to-manage single sign-on approach.

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