Three Keys To Digital Signage Success

By Matt Pillar, Business Solutions magazine

Success selling digital signage is predicated on sound strategy, consistent content, and the right technology.

Most VARs and integrators serving the retail industry sell technology that helps retailers deliver sales — things like POS units, pole displays, touch screens, and receipt printers. What sets Burlington, ON-based ADFLOW Networks apart from most retail VARs and integrators is that it doesn’t necessarily sell anything that delivers the sale. It sells digital signs and interactive kiosks — the stuff that generates sales and incites consumers to do their consuming — and that’s all it sells.

Focusing exclusively on digital signage — especially in an industry that has largely pared back spending to “essentials only” in recent years — might look like a risky proposition at face value. But, ADFLOW has achieved double-digit growth every year since the company’s launch in 2000, and it has done so without diversion. The key to selling a “nice to have” technology, as ADFLOW Networks’ EVP Gary Davies explains, is demonstrating that when digital signage deployments adhere to a three-part success strategy, they’re really nice to have. But, would-be digital signage sellers beware: Doing digital signage right isn’t for the ill-equipped, and doing it wrong burns bridges forever. Here’s how ADFLOW’s consultative and content-focused approach to digital signage sales will lead to another banner year for the company in 2013.