The RISE Spotlight on Digital Signage was rounded off with two Watercooler Virtual Meets. In one of these sessions, Peter Hansen, Economic Analyst at AVIXA, and John Sheehan, Global VP Experience Optimization at Mood Media, shared their thoughts on Market Developments, Trends and Outlook. The session was chaired by invidis consulting Managing Director Florian Rotberg.
Discussion started with a look at the past 12 months. Sheehan said: “In the last year, we saw a shift from existing digital for promotional or engagement purposes, to a content strategy that was more about health and safety and generating trust between brands and consumers. In a post-pandemic world, health and safety will be part of the experience we expect, so the use of digital within retail spaces to continually convey that message and to give consumers other options of shopping, such as kerbside pickup, we see that continuing.”
Despite strong challenges from online, the expectation is that people want to get back to physical stores. Hansen highlighted research on the retail market carried out by AVIXA in 2020. “We saw that in the second quarter of 2020 online spiked, as expected, and brick and mortar dropped. But by the third quarter, while online was above pre-trend levels it had receded a little bit and brick and mortar was quite strong and rebounding in the right direction, in the US at least. I think that really speaks to the strength of the in-person shopping experience.”
For integrators, the challenge is managing all the different platforms and elements of a successful digital signage solution. Hansen highlighted the many capabilities needed to achieve this. “It’s not just digital signage, it’s the content behind it, it’s the IT technology that feeds it. One way in particular that you see this is in mergers and acquisitions and the rise of the larger integrators. A big motivation for this is to create a company that really has these abundant capabilities.”
Watch the full Market Developments networking session here
RISE Spotlight: Digital Signage – New Solutions for a New Era was sponsored by AVI-SPL.