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 way finding to
entertaining, retailers have found countless ways to use this highly effective
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.
Its Easy Being Green
Its 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.