Our Shopper Marketing Agency have made a guide which covers areas to consider when proposing digital signage solutions to retailers

2. Contents
OVERVIEW
WHY DIGITAL SCREENS ?
ADVANTAGES OF DIGITAL SCREENS
DISADVANTAGES OF DIGITAL SCREENS
THE TASK
SPECIFIC REQUIREMENTS
APPROACH
PROPOSAL
CREATIVE
CONTENT CALENDAR
CRITICAL PATH
ROLLOUT PLAN
COST ESTIMATE

3. overview
With the ROI of Digital Screens increasing as the initial outlay on
equipment is reducing and effective, measurable content is being
created readily, the proposition to use digital screens at touchpoints
in store is becoming even more desirable to retailers.
We have collated the top-level information that we feel it is
necessary for retailers to understand before an in depth pitch is put
forward.

4. WHY DIGITAL SCREENS ?
Digital Displays capture
400% more views
than static displays.
8/10 customers have entered
a store because of a sign
catching their interest.
Nearly 7 in 10 customers
have purchased a product
or service because
a sign caught their eye.
Everyone’s a winner
Halo effect from the advertised product
7x sales increase on the family of brands
11x sales increase on the overall category.
Digital Signage recall rate is higher
than any form of traditional media
with 83% of people recalling at
least one ad seen on a
digital billboard in the past 30 days.

5. ADVANTAGES OF DIGITAL SCREENS
• High impact due to moving imagery
• Increased inventory allowing greater breadth of product to be shown
• Near instantaneous updating – store by store or across entire estate
• Ability to monetise through supplier funding
• Dynamic content such as weather or pricing
• Can be highly tailored to locally relevant content
• Attention can be measured
• Potential for direct linking to epos systems and order and collect options
(when store closed)
• Higher conversion rates
• A reduction in print, delivery and installation overtime
• Options for social media feeds and customer interactions

6. DISADVANTAGES OF DIGITAL SCREENS
• Initial investment can be off putting but monitoring of attention
and dwell times will easily show ROI
• Planning permissions may be needed
• As with any technology there can be failures – however using SLA’s
and service contracts ensure any issues are quickly dealt with
• Environmental concerns - while digital screens require power and therefore can’t
claim to be green, there is high energy use in the printing, erecting and replacement
of traditional print media
• Multiple stakeholders are involved – using end-to-end project management
reduces this complexity

7. THe task
To bring 3D windows across the estate to life with dynamic, moving content to
communicate a broader proposition.
Along with adding impact and becoming a more eye-catching feature to both regular
shoppers and passers by alike, the windows should feature the following:
• Breadth of offer
• Inspirational ideas for customers
• Multi-channel offer including order and collect
• Tactical short term promotions
• Quality messages
• Store heritage and it’s work in the community

8. SPECIFIC REQUIREMENTS
• Simple but high impact
• 3 month trial of digital screen in Shopping Mall
• Remotely updateable at least twice a month
• Ensure there is back up in case of Wi-Fi dropout
• Future proofing the technology
• Ensure in-house teams can eventually produce
and run the program themselves
• Demonstration of how to measure success

9. Approach
• In order to prove digital POS will work harder to get footfall
into store - we propose a test and learn approach
• This approach, alongside customer analysis will provide
objective results
• These findings alongside our digital and client knowledge will
then help to deliver and shape wilkos multi-channel strategy

10. PROPOSAL
• Deliver and run a two week, store trial program using retail ready,
high brightness, flat panel digital screens with an in built content management and
audience monitoring system. Shopper recall rates to be tested by
in store researchers
• Using audience monitoring technology you will be able to measure the relative
attention and dwell time of shoppers. Shopper’s demographics can also be tracked
throughout the program.
• In store researchers will analyse recall and purchase intent to measure the
effectiveness of digital screens as a sales tool
• Using carefully planned, specific product promotions checkout data can be
cross-checked to see uplift across a number of configurations

11. PROPOSAL (continued)
• Screens have inbuilt data storage preventing disruption due to signal drop out
• Both the screens and audience monitoring operational status and shopper statistics and
can be remotely monitored
• Stores chosen represent three differing store types
• Program to include site visits, install, maintenance, creative, software license and content
distribution
• Full data analysis, reporting and recommendations
Note that while the shopping mall location is included in our proposal it is not a
necessary part of the trial. Also we recommend only one of the creative treatments
shown is used.

12. Creative
• One main message
• Examples of content with specific offers
• Mock up windows - positioning of the screen amongst creative, positioning
of audience monitoring camera location, plan to hide cables and stands using
creative - how would it be built
• Explain animation if it is not included in the proposal
• Include updatable sections for reactive pricing, offers or content

13. CONTENT CALENDARProposed Activity
Key
period
Promotion
Name
Key Retail
Event 1
Key Retail
Event 2/Other
Key Retail
Event 3
/Other
Key Retail
Event 4
/Other
Supplier
Funded
Supplier
Funded
Trading
Range
Change 1
Trading
Range
Change 2
Social
Media
External
Event
Charity /
Community

14. Critical Path
WEEK 1 WEEK 2 WEEK 3 WEEK 4 WEEK 5 WEEK 6 WEEK 7 WEEK 8 WEEK 9 WEEK 10 WEEK 11 WEEK 12 WEEK 13 WEEK 14 WEEK 15
Proposal review and
sign off
Site surveys
Planning/lease permissions
Content planning
Content creation and
approvals
Internal/supplier sign off
Installation and testing
Research phase
Analysis and feedback

15. ROLLOUT PLAN
WEEK 1 WEEK 2
CITY CENTRE IN STORE POS
SCREEN AND IN STORE POS
IN STORE RESEARCHER
RETAIL PARK IN STORE POS
SCREEN AND IN STORE POS
IN STORE RESEARCHER
HIGH STREET IN STORE POS
SCREEN AND IN STORE POS
IN STORE RESEARCHER
SHOPPING MALL IN STORE POS
SCREEN AND IN STORE POS
IN STORE RESEARCHER

16. COST ESTIMATe
HARDWARE
Signage Screen
Screen Mount
Cabling, fixings
Audience monitoring
Software licence
3G Dongle
INSTALLATION (2 INSTALLERS PER STORE)
Installation and commissioning, out of hours
Travel, subsistence, accommodation
Site survey if required
(including structural assessment, health and safety requirements,
power Wi-Fi/phone signal)
De rig and clear up
IN STORE RESEARCHER
Project management
(including coordination of staff, logistics and materials)
Questionnaire and data design
Fieldwork
(One researcher for 5 hours questioning individual shoppers
on awareness and recall)
Data analysis & reporting
CREATIVE
In store POS
Window POS
Screen animation
PRINT/STRUCTURAL SURROUNDS
Production
Install of card surround
(separate install team from the screen team)
AUDIENCE MONITORING AND PURCHASE DATA ANALYSIS
2 person team across 4 stores with two weeks worth of data
PROJECT MANAGEMENT
Coordination of print, artwork, production, installation,
research, data capture, analysis and reporting
X STORES WITH IN STORE RESEARCHERS WITH TEST AND CONTROL WEEK
NOTE These are the totals for the store trial. Costs can be shared and/or off set

17. thank you