The high street has changed dramatically in recent years and one of those changes has been in the way that retailers make use of their window displays. For many years it was common for businesses to use advertising posters in their windows in an attempt to lure customers inside. Now, with competition more fierce than ever, retailers are turning to technology with new shop front design, in an attempt to stand out from the crowd and boost revenue streams.
WH Smith is an excellent example. Earlier this year the retailer, in partnership with StreetAd installed 100 digital screens in the windows of 100 outlets across the UK. In doing so, WH Smith became the first group to make the transition from traditional window displays to digital advertising. Each display is delivered on a 55″ LCD screen and showcases a mixture of the company’s promotional material and third party national, regional and local advertising.
Advertising of this kind offers a number of benefits, including:
- Helps retailers to build their brand
- Demands attention from consumers
- Reaches a large audience
Explaining the company’s reasons for the new approach, the Group Commercial Development Director of WH Smith, Ian Sanders, said:
“The outdoor advertising industry has accepted digital display advertising as the way forward and retailers on the high street are now realising their real estate is also the perfect platform digital out of home marketing. WH Smith is proud to become the first high street convenience store to make this transition, and the screens will give our stores both advertising and communication standout, whilst monetising our windows with complete compliance and control”
Mike Cottman, CEO of StreetAd, added:
“With WH Smith leading the way, we’re confident other retail groups will follow. The time has come for digital screens to replace paper posters. In addition, screens such as these can provide a live platform which can be used to enhance social communication with local customers, as well as deliver voucher issuance and redemption opportunities for retailers, consumers and advertisers in the local area.”
With a choice of aluminium and glass new shop front design options available, we can ensure your business stands out from the crowd on the high street. If you would like to discuss how RDS Doors can help you transform your shop front, get in touch. You can call us on 0845 226 2823 or drop us an email to hello@rds-doors.com.