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Knocking Down Customer Roadblocks

(April 2014) posted on Wed Apr 09, 2014

How to address the four most common roadblocks customers use in their dynamic-signage protest.


By Beth Osborne

Although the prevalence of dynamic signage in retail environments has greatly increased, hesitation to adopt this technology is still persistent among many clients and prospects. Their objections can range from concerns of costs to fears of technology.

There’s often a need to convince customers that, despite their concerns, dynamic signage can yield results. Understanding their most common challenges and providing context – as well as the answers to their questions – can appease business owners, and increase the likelihood that you will land the deal.

Here, we’ll look at the four most common roadblocks that customers tend to come up with in protest to dynamic signage, and how you can address these.

The do-it-yourself challenge
Yes, anybody can put a flat screen on the wall and plug in a USB, but this is not dynamic signage. So to remove the challenge and convince businesses to re-think that trip to a big box store, talk specifications.
First, hardware used for dynamic signage must be commercial-grade, not off-the-shelf. Commercial-grade equipment is the only equipment that retains its warranty in a business setting. Manufacturers will void any warranty associated with non-commercial equipment that’s used commercially. These higher-grade monitors are also built for constant use and emit less heat; newer model monitors in this category also have the ability to reduce burn-in. In addition to monitors, mounts should be specific to commercial use as well.

You will also want to educate your buyer that certain states and cities – as well as certain industries – have codes related to monitor/display installation. For example, there are specific codes about distance between the bottom of the screen and sneeze guards in food service. Customers who are under the impression they can simply screw a mount into the wall and hang a screen will appreciate your insight and realize the importance of compliance.

Second, retailers should be utilizing software that provides an intuitive interface and easily allows for updates and scheduling. I highly recommend a cloud-based software, allowing users to log in from anywhere. The software becomes even more important when looking at scale: For multi-unit businesses, users need to be able to deploy content changes en masse rather than making changes at the local level. Without software, the only type of content that can be displayed is an image file, which would need to be edited, saved, and then reloaded (a very inefficient process).


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