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Digital Signage Paving the Way To Creating a Memorable Brand Experience


In-store digital signage

In today’s world, we are surrounded by screens. They are in airports, malls, retail outlets, grocery stores, and even in the hands of our little ones.  Why are screens becoming so commonplace?  In a recent study, it was found that digital video in public venues reach more Americans each month than online videos do. (70% versus 43% for online videos). The study further showed that nearly 1 in 5 of those who have seen an ad via digital signage have made an unplanned purchase after seeing an item featured on a screen.

With the retail industry being one of the key drivers of the U.S. economy, retailers themselves are recognizing and embracing the power of digital signage. According to Framingham, Mass based research firm International Data Corp, the use of digital signage in retail outlets is projected to grow from $6 billion in 2013 to more than $27.5 billion by 2018. This equates to a 35.7 percent compound annual growth rate.

But while many retailers think of digital signage as an eye-catching replacement for printed promotional material, it has the power to create memorable brand experiences in a way that paper cannot. There are several key data points that suggest that retailers who fully embrace digital signage are going to outlast those that do not.

1) 63% of people report that digital signage catches their attention. This number is actually higher than TV, Internet, and billboard advertising. And, digital signage typically costs a fraction of traditional media, and can be placed at the point of decision.

2) If given a choice, 42% of retail video viewers would prefer to shop at stores that have video displays. With technology advancements happening every day, retailers are increasingly turning to displays as a low-cost way of informing, engaging, and entertaining customers – leading to the creation of a brand experience.

3) More than 60% of buying decisions are made a the point of sale. Digital signage gives customers the chance to compare products, thus embracing the challenge that brick-and-mortar companies face when customers “showroom” product and then turn to online outlets. Marry this concept with compelling content, and you keep the consumer engaged to the point of driving the sale.

4) Digital signage adds an upswing in overall sales volume by 31.8 percent. If done correctly, digital signage creates an immersive in-store experience, which leads to cross-sells, upsells, and impulse buys.

While these stats are impressive, far too many retailers have utilized technology just because they can instead of doing it to create an immersive store experience.  Total Wine & More, a nation-wide distributor of beer and wine is just one example. They have embraced digital signage in several different forms to bring endless hours of digital content into their more than 120 stores across the country, all focused on improving customer engagement. To hear their story, visit https://www.youtube.com/embed/3fj8aewNha4.

So where do you get started?  There are literally hundred of companies in today’s marketplace that stand ready to assist your business with implementing a digital signage network.  So, before you run out the door right now, it is imperative to research what is involved in the creation of an immersive customer experience rather than just another stop on someone’s shopping list.

Ready to learn more?  Hughes’ turn-key solutions are offered as part of the broad HughesOn Managed Services portfolio, which provides innovative, cloud-friendly network and digital media solutions designed for the unique needs of distributed enterprises looking to better ready their store for the customers of tomorrow.  Learn more at http://unleash.hughes.com.



***Article cites data contained in “Digital Signage in Retail 101,” featured in Digital Signage Today.***