A Display Rarely Comes Alone — The Trend of Digital Signage in Retail: Perform Better With Screens.

Guest contribution in medianet ••• By Michael Buchacher

"Online and offline worlds are increasingly merging into a seamless brand experience in retail — the buzzword is phygital. Digital signage — the use of screens in brick-and-mortar retail — is a key trend in this transformation.”

If you happened to stroll (or rush) through Vienna’s Mariahilfer Straße or one of the city’s larger shopping centers on an evening during the Advent season, one thing likely stood out:

"Large, colorful displays — mostly animated and at times interactive — lighting up their surroundings. Why? Because digital signage enables brands to communicate phygitally and interactively — a perfect fit for modern retail."

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In short: Digital signage allows animated and interactive content to be delivered via screens directly at the point of sale. And the number of screens is steadily growing.

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“Digital media applications have finally taken hold across the board in brick-and-mortar retail,”

says DMS CEO, Michael Buchacher.

That’s the “homework” many retailers — especially banks and telecom companies — have now completed:
Parallel online shops (more or less integrated into the overall brand presence), social media activation, and the use of data mining and big data tools are becoming standard practice.

All well and good. But is that enough for the years ahead? More about the three trends in the MediaNet guest article (24.01.2020).

About DMS.

Digitale Mediensysteme GmbH (DMS) was founded in 2004 and has since developed into a leading digitization partner for wow experiences in retail operations in the DACH region - always with the aim of inspiring: making digital matter. From its location in Vienna-Ottakring, the company is also active on a project basis in Italy, Slovenia and Hungary, a total of 13 countries.

A team of around 25 employees ensures that multimedia content in retail and service companies at the POS reliably reaches people where it brings concrete benefits. Digital signage, in-store radio and corporate TV solutions provide relevant information and contribute to a comprehensive brand experience. DMS works with the best technology providers and acts as a full-service agency that can offer everything from conception, development and implementation to ongoing editorial and technical support: always with a hands-on mentality and a team that works reliably to perform even better.

We make digital matter. www.digitale-medien.at/en