Sony's Digital Signage solutions give retailers the power of persuasion

Visitors to the Sony Business stand this year will get an insight into the unique benefits and rewards for both the retailer and consumer with the implementation of such a solution. Until recently, retailers had to make do with limited means when it came to communicating information to the consumer.

The full power of targeted rich media messaging to consumers, when and where it counts most still remains a largely untapped opportunity. With 'Digital Signage' solutions Sony Business has a very specific objective in mind; revolutionizing the way that retailers communicate with consumers giving them the 'power of persuasion'.

Imagine being able to communicate the latest in-store offers, trends, brands and much more plus where to locate them to customers without invading their personal space!With Sony's 'Digital Signage' solutions this becomes a reality, as content is no longer fixed or out-dated instead it is easily adaptable and updated to communicate up to the minute offerings.

The days of regular sales tools used by retailers, such as promotional DVDs and videotapes are numbered. These represent an inflexible and fixed form of content that cannot be adapted or packaged to suit regional or seasonal interests, lifestyle trends or buying patterns. The result is a generic message that conveys no personal communication or feelings to the consumer.

'With a 'digital signage' network solution the possibilities for capturing and focusing the consumer's attention are endless,' said Heidi Rohm-Hurford, Marketing Manager, display solutions, Sony Business. 'Customizable and automated, digital signage solutions can communicate rich personalized promotional messages that feature graphics, text and moving images, helping the retailer to connect with the consumers on both an emotional and needs based level. Resulting in customers being able to make smart buying decisions.' The great advantage of such a 'digital signage' solution is the flexibility it has to stream eye-catching content, which can be refreshed anytime.

Sony's digital signage solutions have been proven to have a direct positive impact on retail sales. Point-of-Purchase Advertising International research has shown that specific brands that advertised on this solution experienced a 30% increase in sales, while overall store sales experienced an increase of as much as 12%. 'Sony's 'digital signage' solutions are a natural evolution of tried and tested retail strategies as they become powered by digital technology,' added Rohm-Hurford.

The networked digital solutions can be shown on plasma display panels or on the latest holographic screen to blend in with the environment they are put in. Simple IP addressing technology allows Sony networked digital solutions to plug in to a LAN or WAN network and be accessed remotely, saving both time and money. Sony 'digital signage' solutions can be used effectively in various industry segments including retail, hospitality, banks, pharmacies, in-store exhibitions, concept stores, reception areas and showrooms.