Over the past few years, I've noticed dozens of digital signage networks that have been deployed poorly within retail settings. The problem is not that the screens are unable to work effectively in that type of venue. In fact, they're particularly well-suited to deliver a measurable ROI when deployed throughout a store. The problem goes deeper.

After observing how digital screens are positioned throughout stores in my area, and watching how the content "speaks" to viewers, I've identified the issue. The owners do not completely understand their audience. They seem to think that every visitor who comes through their doors is the same. And they use their signage network to address a homogeneous crowd that is anything but.

In today's article, we'll focus on your audience. I'll explain some of the factors involved in determining who your digital screens are speaking to within a retail environment. I'll also describe the balancing act that digital signage network owners must confront in order to direct their viewers without pushing them away.

Who Is Your Audience?

First, shoppers do not behave like moviegoers. They're not captive, sitting in front of a screen in a dark auditorium while advertisements flash before their eyes. Store visitors will abandon your digital screens if they are not immediately lured in by what they see.

Second, each person in a retail venue shops differently. Some browse, walking up and down aisles as their eyes lazily scan the shelves. Others are more calculated; they know the item they want, where to find it, and how to buy it. Some are open to making last-minute impulse purchases. Others are not. Each of these factors should be considered when deploying your signage network.

If you only have two or three screens, and they have the same purpose, segmenting your store visitors by shopping behavior may not deserve as high a priority. However, consider a 50-screen signage network deployed throughout a large retail venue. Each display can be customized with content based upon its placement, nearby products, ambient noise level, and other factors. The behavior of a customer who is looking for a product found in the deep recesses of your store will likely be different than that of a shopper at the checkout line. Knowing who your audience is for each display can have a dramatic effect on sales.

The Balancing Act

Knowing your audience can also provide helpful clues regarding the type of content you can show on each display. Depending on a person's shopping behavior and circumstances, they may be open to viewing a longer stream of promotional content than someone else. The challenge is offering the right balance.

For example, let's return to our large retail venue. Suppose a shopper comes in because he is considering buying a television. He hasn't made a decision regarding model, size, or price. He's there to consider his options. It's safe to say that this shopper will be more receptive to promotional content (about televisions, hopefully) than someone who visits the store to buy batteries. Different customers, circumstances, and shopping behaviors.

Fine-Tuning Your Approach

In truth, few store managers and signage network owners manage to successfully pinpoint the various segments of their audience. Admittedly, the task is difficult. However, if you can identify the type of shopper who views each of your digital screens, it can have a significant impact on your in-store sales. The good news is that it can be done through testing. Making small changes and noting their effect can translate into a cumulative lift in sales and revenue. And that can transform your digital signage network into a very smart investment.