A lot has been written about the “cool” factor of digital retail signage. With their use of static images, video and animation, the eye catching effects of digital signs have been proven time and again in a wide range of marketing studies.
The many possible uses of digital retail signage are also well documented. From advertising to wayfinding to entertaining, retailers have found countless ways to use this highly effective communication tool.
What is not so well known is the “green” factor of digital retail signage. If you have ever considered a digital signage network for your store or shopping center, you may want to learn about the environmental benefits of digital signs. You can use this knowledge to help sell the idea of digital signs to any skeptics in your organization and to promote your new signage system to the general public.
It’s Easy Being Green
It’s no secret that the environment is top of mind for most people these days. Environmental concerns have had an impact everywhere, including shopping decisions. Positioning your business as “green” can have a significant impact on your brand.
So, how can digital retail signage help you go green?
•For starters, there is the drastic reduction in your use of ink and paper. The environmental impact of wasting paper has long been a focal point for many businesses. The waste created by used ink cartridges is alarming. A recent study stated that 350 million ink cartridges are thrown into North American landfills every year. And it is not just the volume that is of concern. The plastic in those cartridges can take hundreds of years to break down. With digital retail signage, you print a lot less, saving forests and reducing waste in landfills.
•While digital signage will save thousands of trees, you might be wondering about the energy it uses. Because they are run from computer networks and use large electronic displays, these signs do require energy. But the industry has stepped up to help reduce the environmental impact of digital signage. More efficient backlighting systems (using encapsulated phosphors) produce light with less heat. New LCD screens use far less energy than their older counterparts. Many digital signage components are energy efficient. For example, solid state media players have no moving parts to generate heat, which means no ventilation is required. Some digital signage installations even use solar power. Carbon offsets are another possibility for users of digital signs.
•According to a May, 2008 post in Digital Signage News, the components used in digital retail signage are far less hazardous than most technology, and the industry needs to do more to promote that fact. And what of the lead and cadmium in the computers used in digital signage networks? Manufacturers, notably Apple, have started to develop computers and monitors that either reduce or eliminate these substances, bringing “green” computing closer to reality.
As the digital retail signage industry works to improve its carbon footprint, your business will benefit. You will be able to promote your use of green technology, use resources more efficiently and save money in printing, paper and energy costs.
For more information on digital signage, contact a narrowcasting expert at http://www.ek3.com/digital-merchandising-products/digital-signage.htm
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