Remember the days when we agonized over “moving up” to a 32” monitor for a convenience store’s menu or retail advertising screen? Today, we look at those 32” devices and wonder how we were ever able to use them in stores. In the 7 years Abierto has been tracking digital monitor demand, we’ve seen our most popular screen size nearly double to the new 55” and 65” models we sell today.
Drivers to ‘Go Big’
There are many factors driving demand for increased screen size in convenience store digital signage. Consumer expectations, changes to brick-n-mortar retails spaces, technology advances and lower costs all contribute to the migration to larger sizes. But, is there also a psychology that explains why we continue to seek to use technology to deliver a bigger “wow” factor for the consumer?
55” digital monitor displays are on demand now more than ever due to the increasing adoption of 55” (and larger) sized TVs in the consumer market. Today, many Americans have replaced their once-enviable 43” TVs with even bigger screens that are 55” and up. Best Buy and Walmart, the nation’s biggest electronics retailers precipitously increased its selection of 55”+ TVs in the last three years in order to meet customer demand. Prices have been dropping dramatically and TVs are more affordable than they have ever been.
This change to the consumer market is instigating the Digital Out-of-Home market to keep the pace. Many of our clients are taking advantage of lower costs and crossing the threshold to larger-screens for their in store digital monitors 55" screens becoming the popular choice to ‘go big’. The affordability is influential in this decision, but there are two additional (practical) reasons to consider moving up in size: achieving increased advertisement recall rates and increase sales of promoted products.
Practical Reasons to ‘Go Big’
There are a number of sources we can look to for proof that digital advertising works (Nielson and Arbitron are two examples), but these studies also show that almost 50% of consumers can recall a product advertisement they saw using digital signage. With an increased display size, a retailer can extend the reach of that message. Currently a majority of retailers are using 43” screens which has an optimal viewing range of 5-8 feet. Using a 55” screen, you increase your optimal viewing range a full three feet up to 8-11 feet. This is sure to help those retailers who are investing in larger footprint formats.
A larger screen can also deliver an impactful message to consumers that are looking to have a speedy convenience store visit. The average time a consumer spends in a convenience store is 3-4 minutes and only 2 of these minutes are allotted to choosing an item for purchase. 50% of consumers who enter the store hungry or thirsty do not know what they want to purchase, so using a larger digital monitor is an effective way to deliver an influential message to consumers to help them choose the product that you want them to buy and also decrease the amount of time they need to make a decision. This is a win-win for everybody!
‘Going Big’ to Meet Expectations (Beyond-Practical)
Beyond practical explanations, we have to acknowledge that today’s consumer is looking to see if you relate to them at many levels, one of which is your ability to use forward-thinking technology to enhance their in-store experience. Unfortunately, unmet expectations lead to disappointment!
It’s not just size, but the quality and performance that these new larger screens bring to retail spaces that influence consumer behavior. We see retailers asking for advanced, full motion animations and video content displayed in multi-screen video wall presentations. Simply put, don’t expect a consumer to be impressed by your digital menu presentation, if his TV at home puts your in-store digital monitors to shame.
Wow your consumers again!
There is clear, understood logic in the convenience foodservice industry that explains the positive revenue impact of remodeling / renovating a retail location. The in-store digital communications component of any new store redesign must take into account the changing landscape of technology and the consumer’s expected use of this technology to engage with a retailer. In fact, the question for retailers no longer seems to be “What is your digital engagement strategy?” but more specifically “What is your retail engagement strategy in a Digital World?”
Are you ready to Wow your consumers, again?