Commercial Integrator February 2022 - 35

ligated to use large screens because their
competitors are doing so. " However, when
that is the motivation, there isn't any clear
strategy behind the decision-making. " This
can be tricky to handle, " he admits, " but,
often, it's as simple as asking what type of
video content is going to be displayed. "
That, he declares, should always be the
driving force behind any product decisions
and installation.
How Content Will be Handled
According to Phelps, it's also vital to
contemplate the finer details of getting
dynamic content onto screens properly.
" By raising this subject, " he says, " an integrator
can help a retailer to avoid common
mistakes like installing a screen in a certain
format and having no video content produced
that will look correct on the screen.
Again, it sounds obvious, but it happens
surprisingly often. "
And when you're dealing with retail clients
that have a very clear strategy and that
know exactly what they want to achieve,
the key is to find the correct product - and
price point - for each application.
Phelps recalls seeing many projects
led by marketing departments whose
Digital signs, videowalls and immersive imagery seem like indispensable components
of a reimagined, more dynamic, more attention-grabbing retail experience. They
help create an environment that truly befits the term " phygital. "
decision-makers want 16:9 screens in 4K
resolution to show off their content. " But, "
he continues, " when you understand the
purpose of the screen, it becomes clear
that [such a] solution is simply going to
be too expensive. " That can mean the
project falls apart at the costing stage. He
adds, " An integrator that can carefully help
decision-makers to consider different pixel
pitches or size options will help push the
project over the [finish] line. "
Samsung's Mertens also warns that
Research analysts say businesses
that emphasize customer-centric
technology are the ones that are best
positioned to make a faster comeback
and ultimately succeed in today's new
landscape.
commercialintegrator.com
retailers' natural desire for more engaging
digital experiences shouldn't overshadow
the fact that digital signage is not a onesize-fits-all
solution. " Customization and
personalization are available to ensure that
a space is properly optimized and [that] a
retailer's needs are met, " he says.
Mertens underscores the value of a
digital signage investment, stressing that
the right solution can help to drive more
conversations while, at the same time,
facilitating a greater connection with customers.
" With options such as AI technology,
augmented reality, high-quality
LED screens and other forms of interactivity,
displays have the capacity to keep
an audience captivated, informed and
engaged with today's businesses, " he
remarks.
Content is Still King
As bewitching as the technology is,
integrators should always remember that
content is king. Thus, integrators must
carefully consider how the content is
going to be delivered, how it's going to
be produced, etc. Are the images pixel-to-pixel,
or do they have to be adapted?
These decisions must be made at the very
early stages of the project.
Then, when it comes time for the installation
itself, new questions arise. According
to Phelps, one important one is
how the screen is going to be maintained
in the intermediate to long term. " One of
the biggest advances in LED technology
for retail over the last few years is that the
screens can be maintained and repaired
from the front side, " he says, describing
this as a huge step and a major advantage
of LED over other technologies.
Phelps continues, " But even then, especially
for window displays, access and
maintenance needs to be very carefully
considered. "
Digital signs, videowalls and immersive
imagery seem like indispensable components
of a reimagined, more dynamic,
more attention-grabbing retail experience
- an environment that truly befits
the term " phygital. "
FEBRUARY 2022 Commercial Integrator 35
http://www.commercialintegrator.com
Commercial Integrator February 2022

Table of Contents for the Digital Edition of Commercial Integrator February 2022
