Our take:The Digital Signage Association has published “Retail Digital Signage ROI: Finding the break-even point,” an exclusive research report that uses real-world numbers to estimate ROI and benefits for various types of retail.
“The one question that gets asked about digital signage more than any other is, ‘What is this going to do for me?’” said James Bickers, editor of Retail Customer Experience and former editor of Digital Signage Today. “This report spells out the benefits with clear numerical data.”
About the report
It’s clear that digital signage has a positive impact on retail sales — but just how much of one is a matter of debate. Numerous studies have been commissioned and published, trying to determine the net effect dynamic signage will have on the average store’s sales.
In this report, we aim to provide a thumbnail estimate of that break-even point, for various types of retail. To do this, we created a fictional shopping center retailer, complete with a screen layout floor plan. We took that floor plan to 10 leading digital signage providers and had them price out a signage program. We averaged those numbers together, and then compared them to an average of the sales uplift figures and the ultimate impact on revenue.
WireSpring decided to NOT participate in this study for two reasons. First, the cost scenario the group asked for was somewhat irregular and had numerous variables and gotchas that would significantly impact the overall price quote (up or down), but no way to describe them. Second, because of the dramatic differences between digital signage software platforms and distribution methods and the fact that vendor price numbers were merely averaged together, it was very clear that the cost estimate would be wildly inaccurate. And finally, because retail digital signage business models are so varied, there's no way to "guesstimate" an ROI in a single report -- it's something that needs to be done on a case-by-case basis. That's why we much prefer to publish information about the methods and techniques for calculating digital signage ROI for yourself rather than providing a "what-if" scenario that describes nothing in particular.
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