How to Select Displays for Advertising Screens and Kiosks in Shopping Malls
Since the first enclosed shopping centre was opened in Edina, Minnesota back in 1956, mall advertising displays have come a long way. They’ve always been a strong facilitator of effective advertising and pushing retail sales. Of course, over the years, the formatting and style of utilizing in-store and shopping mall advertising to entice customers has undergone numerous changes and upgrades. Until a few years ago, it was almost unheard of for large-scale shopping centres to incorporate digital and interactive advertising screens and kiosks. As technology continues to advance, however, our world is becoming more akin to The Jetsons’ universe. Advertisers and shopping centres either need to keep up with the growing advanced demands of their consumers or risk falling behind.
Popularity of Digital Screens in Shopping Malls
Interactive touchscreen displays have, for the most part, made traditional hardcopy mall signage obsolete. Digital commercial LED displays are gaining more and more popularity in shopping malls to the extent that most people have all but forgotten what shopping was like before digital directories and multi-ad displaying kiosks existed. These days, customers have the capability of searching for stores at the touch of a button and a map conveniently appears, drawing out the exact route they need to take to reach their destination from their exact location. Some of the larger stores are noted on the map like major intersections or roadside landmarks to help customers navigate their way through the mall much faster. These elaborately designed commercial monitors are equally beneficial to mall management, security, and retail store owners as they are to prospective customers. They have the power to help increase retail revenues by guaranteeing that customers can make their way to their intended store by minimizing their chances of getting lost or distracted along the way. This allows for a much quicker transition from a potential sale to an actual sale and it also results in less frustration for customers who might not be familiar with the particular shopping they happen to be in.
Types of Displays in Shopping Malls
Most people enter shopping malls with the intent of either purchasing specific items, browsing for items, or spending money to some degree. With that in mind, retailers can and should take advantage of advertising to consumers as they enter the mall. That’s why most commercial LED displays are conveniently located at every mall entrance. There are actually several types of displays that are used in shopping malls, including the following:
The purpose of store directories is to help customers access a list of all of the stores inside the mall and quickly locate them. Customers can either search through a comprehensive alphabetical list of all of the stores in the mall or they can conduct a search query to find the exact store they’re looking for. Advanced wayfinding and location-based technology has made it possible for customers to navigate their way through even the most complicated shopping mall setup.
Kiosk displays are possibly the most effective form of indoor advertising for malls. They help retailers reach their target consumers on a large scale because they’re generally located in the centre of shopping centres rather than just at entrances. As people are walking past, the images and short interactive video clips that appear on the screen are used to essentially grab people’s attention and convince them to shop at the store being advertised. This is an excellent way to entice new customers who might not have heard of your store or product and encourage them to walk over to your store. You can even display the location of the store within the mall.
Interactive Touchscreen Displays
It’s important for shopping mall owners to invest in the most rugged interactive touchscreen displays on the market. Within the span of one day, countless people and even children are likely to use these machines, so they have to be able to handle almost anything that’s thrown at them. This can mean rough usage, sticky fingers, spills, and so much more. As the technology continues to move forward, these machines are built to be structurally long-lasting and durable.
Electronic Billboards and Screens
Electronic billboards inside shopping centres help customers stay informed about all of the latest and ongoing sales and promotions inside the mall. Customers can learn about different stores and products they might not necessarily have heard of previously but that might be of interest to them. This is an excellent way for retailers to generate mass appeal and reach their established target audiences simultaneously.
Wall-Mounted and Free-Standing Displays
Sometimes it can be hard to determine whether wall-mounted or free-standing displays would work best for a certain environment. Since malls are generally overcrowded during their peak hours, it might make more sense to install free-standing digital displays because they offer much more versatility and portability than their wall-mounted counterparts. However, this is something the mall management should gauge based on their specific location and general customer-base.
Floor Stand Displays
Floor stand displays are usually double-sided so that customers can interact with one side and advertisements can be displayed on the other. They’re generally very durable and convenient for customers to use. It helps to have a minimum of two standing next to one another so that multiple people can use them at the same time. They boast high-quality rugged LCD displays and can be used in almost any indoor commercial environment.
Important Considerations When Choosing Advertising Display Screens and Kiosks for Shopping Malls
Every shopping mall is different. Depending on the climate, some can be indoor while others are outdoor displays. Some shopping malls generate more foot traffic than others. These differences mean that each shopping mall has different requirements when it comes to choosing the right advertising display screens and kiosks. The following is a list of important factors to take into consideration when purchasing and installing interactive commercial touchscreen displays in any given shopping mall:
- Brightness capability and adjustability
- Touchscreen size
- Power consumption
- User interface
- Commercial-grade displays vs. consumer-grade displays
Commercial Touchscreen Monitors for Malls
At Nauticomp Inc., we’re experts in designing and producing high-quality, rugged touchscreen monitors that are built to endure all kinds of environments. We provide durable digital displays as well as commercial and industrial monitors to a variety of business sectors including military, marines, corporate enterprises, restaurants, casinos, healthcare facilities, and countless others. For more information about our company and our products, please contact us at 1-705-328-2992 for Canadian service and at 1-800-267-9491 for U.S. service.