The EFMP German partners HTW-O are keeping ahead of the pack when it comes to providing clients with market-leading digital signage solutions by working closely with Michael Telecoms. Digital signage uses technologies such as LCD, LED, projection and e-paper to display digital images, video, web pages, weather data, restaurant menus, or text. The increasing demand for brands to have a presence at the point of sale, both visually and interactively, combined with the decreasing costs of the technology has resulted in a surge in demand for this cutting-edge medium.

Digital signage can be found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants and corporate buildings, to provide maps, exhibitions, marketing and outdoor advertising. They are used as a network of electronic displays that are centrally managed and individually addressable for the display of text, animated or video messages for advertising, information, entertainment and merchandising to targeted audiences.

Digital signage can be extremely useful and can solve many obstacles in a relatively cheap, efficient manner. Product information such as pricing, photos, raw materials or ingredients can all be clearly displayed in a fun, interactive way.  Suggested applications and other product information can also be displayed, which is especially useful in food marketing where signage may include nutritional facts or suggested uses or recipes. Products and services can be promoted or advertised, based on the location of the sign or using the screen's audience reach for general advertising. In-store digital signs can be used to promote the brand and build a brand identity. Signage at the point of sale is designed to influence product and brand choice. Signage can help shoppers to choose dresses inside a fashion store or help locate products, check prices, access product information and manage shopping lists. Interactive digital signage allows end users to interact with digital content via touchscreens, body sensors or QR codes via smartphones. Digital signs can interact with mobile phones using SMS messaging and Bluetooth. SMS can be used to post messages on the displays, while Bluetooth allows users to interact directly with what they see on screen. Smartphone users interact directly with the digital signage screen, for example, participate in a poll, play a game, or share social network content.

Engaging consumers in unexpected ways which helps to connect them to your product's unique value proposition, while giving them an enjoyable experience in-store, can really set your product apart. Displaying your product using digital signage is an effective way to improve product visibility as well as offering interactive and sales talk capabilities. This seems to be an under-tapped opportunity as consumers are often known to complain about the lack of product visibility in-store. Equally, incentivizing consumers at the point of contact with the product is proving to be more effective than print advertisements, further consolidating the case for digital signage. Point of sale hereby retains its importance, as consumers continue to be swayed by what they learn by means of the digital information available at the point of sale, and this, in turn, influences their decision making.

HTW-O’s wealth of digital signage knowledge will be shared among  EFMP members. This sharing of knowledge and expertise has helped the EFMP members to maintain their marketing advantage by being innovative and by preparing for future business challenges. This cohesive growth of information sharing creates a federation of innovative, forward thinking, superior field marketing organisations that can offer customers an edge.