Mistakes to Avoid During Your Global Digital Signage Deployment

Jun 19, 2019 7:00:00 AM | Retail IT Mistakes to Avoid During Your Global Digital Signage Deployment

With effective planning, you can avoid these key mistakes during your digital signage deployment.

Did you know that the cost of a digital display is, in some cases, less expensive than physical signs and frameworks? Hence, many retailers are starting to use digital signage in place of physical signs. Kinettix went to the Digital Signage Expo in March of this year to explore the latest in retail IT, and we learned that the market for this technology is expected to reach $29.6 billion by 2024.

This now begs the question: is your organization prepared for this rising trend?

Digital Signage Deployment & Implementation

Don’t underestimate the importance of in-depth planning; strategic deployment and implementation play a crucial role in any rollout. By taking the time to understand the site’s specific needs — including everything from electrical capacity and space restrictions to the signage’s intended audience and the digital devices themselves— you set your project up for success.

Likewise, it’s helpful to know what challenges to expect, so your team can plan around them.

Common Deployment Mistakes & How to Avoid Them

1. Forgetting about lighting.

Lobbies are popular locations for digital signage, but they also tend to be full of sunshine and fluorescent lighting. Too much bright, overhead light can wash out the colors and images on digital signs, as well as overheat the electronic components inside the displays.

The best way to counteract this issue is to spend some time in the space and identify problem spots before the technicians arrive. Could you use a device of a different height to avoid direct light? If sun exposure is inevitable at a particular site, consider signs that are designed to withstand heat and potential color distortion.

2. Thinking that effective digital signage stops at installation.

Once the displays are installed, it takes more than just pressing an “on” button to take full advantage of this technology. For starters, retailers should develop a comprehensive content strategy to effectively communicate with consumers. Whether you want to make periodic announcements or use real-time data, you should have some idea of what you want to display.

Create content as soon as possible and separate it into logical groups. However, don’t publish all of your messages at once. Be strategic. Having a new piece of technology can be very exciting for retailers, but rushing into adoption may overwhelm consumers.

Also, remember that retail IT is always evolving. Staying on top of the latest digital signage trends can help you make the most of your displays. Facial recognition, for example, is changing the way retailers meet customers’ unique needs.

3. Not creating a big enough team.

A digital signage deployment is a major undertaking. From the initial planning stages to the final rollout and testing, the project can pass through many different hands. For example, while marketing personnel might be developing a content strategy, they’ll likely be relying on IT for technical support.

Build a team of representatives from each department that could be impacted by the deployment. That includes marketing personnel, IT support, customer service reps, and more. The earlier you can establish your team and get everyone on the same page, the more likely your digital signage deployment will be a success.

At Kinettix, we have a worldwide Partner Alliance that can work with your team to complete your digital signage deployments within the right timeframe and budget. We also provide a quality workmanship warranty, no matter how complex your deployment may be, and offer other types of support, including break/fix and ticket management. Reach out today to see how we can help you navigate the complex world of digital signage and retail IT.

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Chad Mattix

Written By: Chad Mattix

A global IT executive experienced in establishing strategic partnerships for large U.S.-based organizations, Chad Mattix specializes in managed services, contract pricing and negotiation, and the startup and growth of technology services companies. Chad has spent the last 15 years helping large U.S. retailers and U.S.-based IT service providers expand their capabilities across the globe to follow their clients’ expansions. He has developed and completed full entity formations in Brazil and China and has worked with sales pursuit teams in messaging and client-facing presentations. He has also established global alliance and partnership models for multiple global IT organizations. Chad travels around the world to develop and maintain long-term relationships with employees, clients, vendors and partners, which are critical for success.