Do you have a plasma screen or LCD screen in your branch showing cable or satellite television? Or is your digital merchandising system showing images of people and products that look distorted and out of shape?

With High Definition technology becoming the standard in this country, it is time for you to think about installing or upgrading to a High Definition Digital Merchandising system.

Traditional TV signals look stretched on plasma or LCD screens
Traditional television signals have an aspect ratio of 4:3. Most computers running digital merchandising systems are designed to output an 800 x 600 pixel signal that is sent to a standard television.

Plasma and LCD screens, however, have a 16:9 aspect ratio. So while an 800 x 600 pixel signal will look fine on a standard television, people and objects will look short and wide when this signal is sent to a 16:9 aspect ratio screen. And if there is one way to get into trouble with your digital merchandising system it is by making the images of the people on the system look short and “wide”. This is especially true when you use your customers or members in your advertising.

What a digital merchandising system is designed to do
Any first year marketing student will be familiar with the four basic steps of the marketing principle known as A.I.D.A. or Attention, Interest, Desire and Action. It is the basic principle behind any marketing program. It is how you motivate the consumer to purchase your product.

Attention – Attract the consumer’s attention with colorful and dynamic content.

Interest – Interest the consumer in what you have to show them.

Desire – Create a desire for the type of lifestyle you are promoting.

Action – Prompt the consumer to action (purchase etc.).

HD has all the benefits of Traditional Digital Merchandising
The new High Definition Digital Merchandising systems have all the benefits of traditional digital merchandising systems, including:

1. Eliminating delays on placing content in your branch;

2. Providing complete control of when promotions begin and end;

3. Allowing consistent marketing messages throughout your branch distribution system;

4. Providing dynamic, eye-catching content that will generate interest in your products and services;

5. Eliminating the chance of showing a competitor’s ads in your branch if you are showing regular television.

Additional benefits of a High Definition Digital Merchandising System
Along with the benefits of a traditional digital merchandising system, a High Definition system will eliminate the distortion problem discussed above.

Attracting the attention of the consumer is easier when your colorful and dynamic images are sharper and undistorted. Videos will also look much shaper in High Definition format.

Higher screen resolution also allows you more “screen real estate” to provide important information about your products and services.

High Definition screens can also be rotated 90 degrees allowing them to be used as a digital rate board and as a replacement for traditional poster holders in a retail setting. This is not possible with a traditional television.

Recent price reductions in the cost of High Definition screens will allow you to create an inexpensive High Definition system which will capitalize on all of the benefits of these screens.

Conclusion
With High Definition Digital Merchandising system, not only will be able to follow the basic principles of A.I.D.A. in your advertising, but you will be able to deliver high resolution, dynamic content directly to the consumers in your branch.

GRFI Ltd. located in Chicago, Illinois, is the creator of AIDAVisionHD as well as AIDAVision Electronic Posters.

Scott Frerichs
President
GRFI Ltd. / The Frerichs Group
(312) 856-1444
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www.grfiltd.com