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How Significant is the Opportunity for VARs to Sell Digital Signage?

Digital signage solutions provide excellent revenue and margin opportunities for VARs who target the restaurant or QSR vertical. Nowadays, the VAR can benefit by selling signage as a total solution. This is due to the fact that there is margin opportunity in the hardware, installation, potential network configuration, service, and in some cases, content development.

 

The opportunity for digital signage sales has grown tremendously, and is broader than ever before. Here are just a few of the ways that your customers may be looking to implement these solutions:

 

Restaurants: We are especially seeing an increase in signage adoption rates by restaurant customers as prices come down and ease of use and simplicity increases. The most common restaurant application is the presentation of menu selections combined with government required nutritional information. This information can be updated in real-time with the use of simple digital signage content management solutions. In addition, promotional information can be added in the case of seasonal menu changes.

 

Employee training: New opportunities are becoming available with the use of network digital signage in the back office for employee training. Training content can be sent over the internet (WAN) for use by individual restaurant location. This adds benefits to the restaurant owners with lower insurance rates as well as provides the VAR another area of possible margin income.

 

Retail: Another growing opportunity as the prices and solutions become more affordable is retail. We are seeing smaller screen deployments as consumer information is moving closer to the display case. We have seen this at the POS cash out for some time, for example. We are also beginning to see smaller screen deployments such as 10-, 22-, and 32-inch in retail locations advertising product highlights and benefits. VARs can again benefit by targeting the retail signage vertical with a total solution that consists of screen, content management, network solutions — wired and wireless, and installation services. There are a category of VARs we call systems integrators that specialize in this kind of new business.

 

While these are the key areas driving today’s digital signage adoption, with the emerging array of add-on solutions (such as integrated mobile device credit card process and audience demography video analytics), the possibilities of digital signage are endless. To learn more about digital signage solutions, read here. How has digital signage helped to grow your business? What are your experiences with POP? Share with us here on the blog.

 

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One thought on “How Significant is the Opportunity for VARs to Sell Digital Signage?”

  • Graham Galalgher
    Graham Galalgher November 7, 2012 at 3:43 AM

    We have found selling through VARs is a double edged sword, on one hand it helps boost sales on the other hand if the training of the VAR's is not good enough you as a manufacturer end up spending more time resolving issues between the VAR's and the end user.

    The key in our experience is to get the training right! Then it all should run smoothly.

    Graham