Dipu Digital Signage for Retail: Lift Sales and Enhance
Brand Value

What You Will Learn

Today, more than ever, retailers are challenged to provide a shopping experience which engages
consumers on multiple levels – visual, auditory, informational, and entertaining – in a relevant
manner. At the same time, retailers are under constant pressure to improve sales and build
customer relationships while driving costs down.

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The Dipu Digital Signage for Retail solution enables retailers to transform their business by
improving communications and interactions with customers and employees in a very cost-effective
manner. Learn how this solution can help retailers:

1.  
   Increase retail brand value by improving the in-store experience
2.  
   Improve sales through targeted, localized and relevant offers
3.  
   Reduce costs associated with producing printed materials and signage
4.  
   Inform and educate customers on products and features without pressure
5.  
   Deliver on-demand employee training before and after store hours
6.  
   Broadcast live content and communications from headquarters

Introduction

Retail shoppers today are more sophisticated and technology-savvy. They are accustomed to
digital media content across channels and devices. Customers expect a visual, informative,
consistent and entertaining experience when they visit a store. As a result, retailers are increasingly
turning to in-store digital displays and dynamic content. Digital signage can complement current
marketing and merchandising strategies to further enhance the shopping experience, build loyalty,

and increase sales. Companies that deploy digital signage solutions have clearly demonstrated
higher brand awareness and sales uplift by targeting relevant information to an audience near the
point of purchase.

Manufacturers Seek Direct Customer Contact

In the past, manufacturers have turned to broadcast television and printed publications to advertise
their products. Today however, traditional media markets have fragmented into hundreds of cable
and HD radio channels, consumer websites, blogs, print ads, sport and entertainment venues,
mobile communications, and outdoor channels. A plethora of media alternatives, combined with
technologies such as DVRs, which enable consumers to delete advertising from their media diets,
have made it difficult for advertisers to reach their audiences cost-effectively. Consequently,
manufacturers, brands, and vendors are looking for new ways to market themselves. Digital
signage offers another way for them to reach customers directly at the retail level, nearer the
decision point.

Trend Toward Customization

Consumers expect a high-quality “in-store experience,” and often that includes being able to
receive personalized or customized information. Digital signage can deliver content tailored
to customer demographics, time of day, day of week, geographical location, or other attributes.
For example, a department store can target offers to mothers in the children’s department, feature
the latest teen fashion lines in the teen department, or highlight new music releases in the music
department. Stores can promote their own brands of cooking utensils during the week and feature
a renowned chef’s food demonstration on high-traffic Saturdays. Centralized control and
customization make it easier to target content and correlate sales with that content to evaluate
effectiveness. With digital signage, retailers can even change content based on current events
or breaking news.

More Cost-Effective Than Ever

Technology advances have brought down the costs of large, high-definition screens, media
management systems, and bandwidth, making digital signage systems more affordable. In addition,
new data center technologies such as WAN optimization, quality of service (QoS), and best-path
routing make it more cost-effective to deliver rich media services and applications to all store
locations over broadband data networks.

Business Benefits

Dipu Digital Signage for Retail is part of the Dipu Digital Media System solution, which enables
retailers to deploy highly versatile digital media content over their existing networks without the cost
or complexity associated with deploying and integrating dozens of point solutions. Beginning with
the Dipu Digital Signage for Retail solution, retailers can easily use and extend the technology to
add Dipu Desktop Video and Dipu Enterprise TV, all part of the Dipu Digital Media System suite
and managed from a single interface.

Improve Advertising, Promotion, and Merchandising Reliability, Speed, and Effectiveness

With Dipu Digital Signage for Retail, promotions and marketing messages are reliably
delivered to their intended audiences on time. In contrast, approximately 60 percent of paper
signage does not reach the selling floor on time, if at all. Digital signage eliminates the need for
printing paper-based signs and avoids the inevitable waste when the promotion is over.
Promotions also can be created, tested, and tailored quickly, giving retailers a competitive
advantage over slower-moving competitors.

Dipu Digital Signage can help retailers:

 
Reinforce existing television, radio, print, and event marketing messages to build on
brand value
Promote new products, product lines, or product categories
Up-sell, cross-sell and drive traffic to particular areas in the store
Advertise discounts, special pricing, or other timely messages
Educate customers about services, new features, and how products work
Customize content based on store location, time of day, customer demographics, and
other attributes

Enhance the Shopping Experience

Digital signage is already being used in stores to build brand value by enhancing the shopping
experience in several important ways:

 
Improve customer service by helping customers easily find locations within the store, such
as fitting rooms, customer assistance, or various departments
Entertain customers waiting in line to reduce perceived wait time
Deliver content tailored to customer demographics
Visually and audibly enhance the store ambiance

Improve Corporate Communications

Retailers can communicate directly to employees through digital signage. Most retail employees do
not have permanent offices or desks, making it difficult to communicate through email or voicemail.
Retailers can use Dipu Digital Signage on the sales floor during non-store hours or install signage
in a break room for:

 
Direct communication to store managers and associates of company information
and updates
Live broadcasts of company events
Alerting staff to time-critical events such as a product recall

Streamline Training

The same digital signage solution that is used for consumer advertising can be used to deliver
on-demand employee training before or after regular store hours. Employees do not have to travel
to a central location or miss work for important policy, procedure, or new-hire training sessions.
Whenever employees are free to watch and learn, Dipu digital signage can deliver product
demonstrations, selling strategy guidance, and other educational material designed to improve
sales and customer service effectiveness.

Why Dipu?

Dipu has years of experience working closely with retail enterprises and has carefully built a
collection of network, security, retail application, and technology management best practices for
helping retailers deploy new applications and differentiate themselves in the market. With validated
retail network designs, proven products, built-in application intelligence, robust support offerings,
and retail partner solutions that address specific retail needs, Dipu helps retailers build a
foundation for successful retail initiatives.