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Digital Signage: A Winning Solution for Business and Customers

Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America
Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America

Harry Patz, Senior Vice President and General Manager, Display Division, Samsung Electronics America

As we start a new decade, display technology will continue to evolve as a proven way for businesses to attract and engage customers. Businesses across verticals including retail, hospitality, education and more are turning to digital signage to enhance the customer experience and increase business efficiencies. From brick-and-mortar retailers to arenas and stadiums, digital signage is not only a branding initiative but also elevating the conventional viewing experience. From LED walls and cinema screens to LCD Smart Signage and beyond, there is a myriad of solutions to fit any business need.

A case in point: brick-and-mortar retailers. With the rise of e-commerce, retailers are focusing more than ever on improving the customer experience to drive shoppers into the physical stores. Next-generation technology such as Samsung’s The Wall showcases a retailer’s vision with an immersive experience with pure blacks and vibrant colors. This compelling powerful display commands immediate attention, from in-store customers to those passing by. Digital window displays (both indoor and outdoor) and video walls help enhance the in-store experience by providing customers information on promotions, new products and wayfinding to navigate efficiently.

These intelligent displays also provide retailers the opportunity to gather key insights through data and analytics for their buyer’s journey as they move through the store. In turn, retailers can leverage these insights to personalize the shopping experience for customers to tailor to what they are most interested in exploring. These informed insights lead to conversions, increasing the overall ROI and opportunity for upselling for retailers.

  In seeing how much digital signage transformed the last decade, I look forward to seeing how the next one unfolds  

In arenas, digital signage is improving the fan experience throughout games and events. Upon entering the arena, digital signage showcases wayfinding information to help guide large crowds in busy areas, smoothing the flow of traffic when thousands are pouring into the arena in short time spans. Digital menu boards at concession stands allow for easy menu changes based on inventory, time of year and events at the arena. Once at their seats, fans will notice spectacular and large digital signage throughout arenas showcasing statistics, play highlights and advertisements from brands. These displays help ensure fans don’t miss any of the action from other teams around the league, while the advertisements help boost revenue and promote upcoming events at the arena to drive ticket sales.

When it comes to the boardroom and the classroom, digital signage collaboration solutions provide an easy-to-use canvas for professionals, teams, students and teachers to come together to create great ideas. Interactive display technology such as the Samsung Flip 2 allows users to design and write freely, thanks to the smooth pen-to-paper-like writing experience, enabling up to four users to write on the display at a time. By leveraging an interactive display, it saves time and resources by allowing users to keep the content they create and export it for later use. This can be a great tool for the classroom to encourage students to connect their respective devices to the display to provide their perspectives with their peers. For the boardroom, Flip 2 can allow presenters to annotate and leave comments on slides, making the process for updating presentations and incorporating team feedback easier than ever.

We are only at the start of this amazing journey. In seeing how much digital signage transformed the last decade, I look forward to seeing how the next one unfolds.

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