Digital technology can revolutionize retail merchandising. However, this time it's not smartphone or tablet computers that are the focus of attention – it's digital signs.

Digital signs are everywhere in retailing, yet some brick-and-mortar shops continue to see the benefit of the technology. Signs allow for businesses to provide in-store content, including tips and notices, as well as advertisements, Entrepreneur magazine reports.

However, businesses don't have to have a large marketing budget to make a difference. One well-placed sign can boost business and make companies better able to compete with large corporations. Kroma Makeup attests to how its signs came to pay for themselves.

"At the Plaza, our digital sign was placed at the foot of the escalator to drive traffic to our station and tell our brand story, while the multimillion-dollar companies we were competing against weren't using them," company founder Lee Tillette told the magazine. Since integrating the sign as part of its marketing strategy, the company saw its annual sales grow 7 to 8 percent.

Signs can also prove to be a more environmentally friendly marketing strategy, allowing companies to broadcast deals and promotions without printing paper flyers. 

This entry was posted by Retail Pro on Monday, May 21st, 2012 at 3:20 am .