Digital signage Now & Next: vision on the current and future panorama of the market

This industry has been no exception in the impact caused by the Covid-19 pandemic. Joan Aixa, director of Maverick AV Solutions Iberia, analyzes how it will be in the long term and its adaptation to new circumstances.

No one will be surprised if I say that in recent weeks we have faced the greatest challenge experienced in recent decades.. All the consultants are publishing reports in which they analyze how the economic recovery will be once the health emergency is overcome.

The most optimistic forecasts show an almost full recovery in twelve months, although others, more cautious, imply that it will be necessary to wait up to three years to return to previous levels. Moving between these scenarios, all companies look to the future thinking about how to adapt their business models.

The digital signage industry is no exception, and recent events have impacted your traditional business. With most street shops closed around the world; with empty airports and stations; with restaurants and leisure centres prohibited to the public, the main actors of this vertical (Manufacturers, Wholesalers, integrators and CMS) are assessing what the long-term impact will look like and how they have to adapt to the new circumstances.

Most Western countries have been affected by the health emergency, with events happening at a devilish pace. During the last edition of ISE, the most important AV fair in Europe that took place last February in Amsterdam, no one imagined what was coming and the biggest concern of the operators of the sector was to try to prevent stocks from being affected by the closure of Chinese factories..

A few weeks after this contest, the entire market was paralyzed; many projects were postponed (not cancelled) and digital advertising circuits stopped, all this with the inevitable loss of income.

We have also seen how the protagonists of the digital signage business have been involved, doing its bit in crisis management, disseminating informative messages trying to reduce the risk of contagion,… From a business point of view, many agreements with customers and suppliers have been re-negotiated.

And now, what will become of digital signage? Below we present the current situation and the vision that Maverick AV Solutions has about what will happen very soon, Now & Next.

Now

In recent weeks we have seen that companies have adapted their business in the medium term to cover the next six or twelve months and how, quickly, the new needs of the market have been analyzed to provide the most appropriate solutions in a totally new scenario.

We have also witnessed the launch of a large number of digital kiosks with integrated sensors., as well as solutions for measuring temperature and social distance between individuals.

Digital signage provides an important help when measuring the capacity and occupation of public and private spaces. Something necessary, sometimes even mandatory by law. Now more than ever, our mobile devices have a fundamental role in 'remote' management that goes beyond payment.

The concept of 'omnichannel' also takes on greater relevance. Internet shopping has skyrocketed and commerce has to find a new balance between online and offline environments. Most countries have started or are preparing to de-escalat, and stores have to regain the trust of customers.

but, what will the de-escalation look like?? Will we have to keep making an appointment to go to the shops and shops?? Will the so-called buy & Collect?

Next

It is very difficult to answer the question what will happen now?? Malls and stores will remain as important as they have ever been, but, the question we have to ask ourselves is what will be the role that digital signage will play in these businesses.

If we imagine a new scenario where the control of capacity and physical distance are key, digital signage screens will be more relevant and decisive than they have been so far, limiting itself to showing only promotions and offers.

Also the new trends of buy & Collect make screens more necessary. Even, the new need to guide customers along specific paths will encourage way finder become popular in establishments.

As I have already said, our personal mobile devices will play a decisive role. In this new world, the interaction by voice and gestures will be the most appropriate. Probably, customers will spend less time in stores, so retail companies will face the new challenge of not harming the shopping experience of end users during their shortened visit.

IoT and Big Data will be the allies in this new strategy, with a huge amount of data that will have to be analyzed in real time. Nothing new that existed, only now it will be more necessary and strategic. Communication and content management companies will have a very fast growth, and will be the ones that can help retail to define a digital signage strategy adapted to the new needs.

No one can know for sure what will happen, although I think digital signage companies can be optimistic. I am convinced that it will be a tool that will help companies adapt better and faster to the 'new normal'.

Solutions that will increase in the coming months

Capacity control kiosks: these indoor and outdoor solutions will have a rapid growth so that customers can be informed about the occupancy of the interior of the store in real time. You can also manage any access queues.

Order confirmation kiosks, connected with personal mobiles: in this period we have seen how, especially in fast food catering, self-order kiosks have become commonplace. now, these solutions will be multiplied and extended by more businesses, benefiting from the connection to mobile devices so that there is no direct infraction with the screen. We may interact through our personal device and the information will be processed as well as through the public touch screen

Screens with shift management and possible interaction with mobile phones: shift management systems with option of e-ticketing virtual transferred on mobile.

Information screens on available stock: with information on availability of the most demanded products, as well as the availability of options in stock, although not physically exposed in the store.

Dynamic offers: many retail companies have started to have dynamic offers that change throughout the day, depending on the audience present in certain time slots. now, with a growing two-way communication between online and offline, this will be more common.

Business meeting rooms: after the explosion of teleworking due to confinement, there is a very high number of professionals accustomed to the use of videoconferencing and remote collaboration. Companies will have to offer these professionals more collaborative environments, and meeting rooms will have to be equipped with the latest AV technology.

Screens with facial recognition: integrated with cameras and artificial intelligence (AI) for facial recognition, that are used, For example, to allow access to private or restricted areas. There are also systems that manage the distance between people and that warn the user in the event that the measures are not respected, without forgetting solutions for non-contact temperature control.

Physical and hybrid events: it was already a trend, but now it will be even more so. Simultaneous physical and virtual events, with immersive experience screens that will make us live the live experience.

Joan Aixa

Director of Maverick AV Solutions Iberia

 

 

 

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