In the evolving landscape of digital advertising, companies are increasingly relying on sophisticated digital signage networks to enhance their marketing strategies. A digital signage network, especially in a scenario involving multiple department stores with varying content needs, necessitates a robust content management system (CMS) to handle diverse advertising requirements effectively. This blog post explores and example of how Visitor Tech works with you to set up your CMS to manage digital signage across several large department stores.
Introduction to the journey
Visitor Tech specialises in providing digital signage solutions to retail giants. The company operates an extensive network of digital screens located in various department stores across the country. Each store requires tailored content that aligns with specific marketing campaigns, regional preferences, and customer demographics.
The Digital Signage Setup
Players and Screens
At the heart of Visitor Tech’s digital signage network are the “Players.” These are physical devices connected to digital screens, responsible for displaying content. Each player is capable of fetching content from the central CMS and rendering it on the screen to which it is connected. Players are typically placed behind the screens, embedded in kiosks, or integrated into other digital display units.
Player Groups
To streamline operations and ensure that content is distributed efficiently, Visitor Tech uses the concept of “Player Groups.” Each group consists of multiple players that serve a specific chain of department stores or geographical area. For example, all players located in stores within the Sydney region might be grouped together to receive content tailored for Sydney’s demographic. This grouping mechanism simplifies management by allowing content managers to deploy specific playlists to all screens in a group with a few clicks.
Playlists
Playlists are the backbone of content scheduling in the CMS. Each playlist is a curated list of digital content—videos, images, interactive media—that is scheduled for playback on the screens. Playlists can be customised based on various criteria, such as time of day, specific promotions, or even weather conditions. For instance, a playlist might include sunblock advertisements on sunny days or umbrellas during the rainy season.
Configuring the CMS: A Step-by-Step Plan
Step 1: Defining Objectives and Requirements
The first step involves detailed discussions with the client to define the objectives of the digital signage and the specific requirements for each department store. During this phase, Visitor Tech analysts would gather information on:
The number and location of screens in each store.
Types of marketing campaigns the client wishes to run.
Specific content preferences and regional marketing needs.
Step 2: Hardware Installation and Setup
After establishing the objectives, the next step is to install the necessary hardware. This involves:
Placing screens and players in designated locations within each department store.
Ensuring that all players are networked correctly to receive data from the CMS.
Step 3: Creating Player Groups
Based on the geographic distribution and content needs, Visitor Tech would then create player groups. Each department store chain or a set of stores within a particular region would have its own group. This categorisation helps in targeted content distribution and easier management.
Step 4: Developing and Scheduling Playlists
With the groups defined, the next crucial step is to create and schedule playlists. Visitor Tech’s content management team would:
Design playlists that align with the marketing goals of each store or group.
Schedule these playlists for automatic playback, determining the best times for maximum customer engagement.
Step 5: Monitoring and Adjustments
Once the system is operational, ongoing monitoring is essential to ensure that everything runs smoothly. The CMS would provide analytics on viewer engagement and system performance, allowing Visitor Tech to:
Make necessary adjustments to playlists based on performance data and client feedback.
Update content in real-time to respond to marketing trends or changes in viewer demographics.
Conclusion
The deployment of a digital signage network through a well-structured CMS allows companies like Visitor Tech to deliver targeted and effective marketing content across multiple locations. By using a systematic approach to group players, schedule playlists, and monitor performance, businesses can enhance the impact of their advertising efforts, ensuring that the right message reaches the right audience at the right time.
In summary, a meticulously configured digital signage CMS not only simplifies content management but also amplifies marketing efficacy, providing businesses with a powerful tool to attract and engage customers in a competitive retail environment.
