| is not hard to understand why LCD displays | | | | format or in a daisy chain format along with stand |
| screens are rapidly being adopted by retail stores | | | | alone units. The content could be a mixture of |
| and restaurants. InfoTrends conducted a digital | | | | video along with text or a combination. The goal is |
| signage study where they polled consumers and | | | | to target specific customers with specific |
| found that "digital signage displays have a 47.7% | | | | information and this information may change with |
| effectiveness on brand awareness, increase the | | | | the time of the day - creating a retail |
| average purchase amount by 29.5%, create a | | | | company-owned, closed-circuit television network |
| 31.8% upswing in overall sales volumes, generate | | | | that runs nothing but the retail company |
| a 32.8% growth in repeat buyers and generate | | | | programming. |
| 32.8% more in-store traffic". | | | | Why do Retail Businesses Select LCD Displays vs. |
| LCD display screens are being used by | | | | Plasma Displays? |
| restaurants for displaying the menu and | | | | There are a number of reasons why retailers and |
| entertainment, by garment and clothing retail | | | | restaurants are selecting LCD display over plasma |
| stores to show videos of fashion shows and to | | | | displays. |
| showcase various products, and by automobile | | | | · Fan-less Architecture of LCDs: LCD displays do |
| dealers as video walls to provide the feel of the | | | | not have a fan potentially resulting in less noise |
| car on the road and to keep the customer | | | | and distraction. This is less of an issue with newer |
| occupied as they wait for sales agent or other | | | | higher end plasma displays, however it is |
| people. | | | | worthwhile to keep track as you evaluate the |
| LCD Display Usage in Restaurants: When visiting | | | | two options. |
| KFC Hyderabad (India), what grabs your attention | | | | · Rugged Design of LCDs: LCD displays are |
| is not so much the smell of food but the vibrant | | | | closed-box units and more rugged. There is less |
| colours of the four 42-inch LCD display panels | | | | chance of oil fumes, dust or other elements |
| which serves as the overhead menu board. KFC | | | | getting into the unit and reducing the life of the |
| Hyderabad sought the help of Sharp Business | | | | unit. |
| Systems India to set up the digital signage | | | | · Resolution and Picture Quality: (A) Video |
| solution. LCD digital menus can be maintained from | | | | resolution on LCD displays and plasma display are |
| a remote central location or a local PC set up in | | | | comparable but computer data is better observed |
| the store. The benefit of remote central | | | | on LCD displays. (B) LCDs are better to view in |
| management is that menu, promotions, video, | | | | ambient light or in brightly lit rooms. As businesses |
| pricing and other items displayed on the LCD | | | | usually work during the day in ambient light, LCDs |
| displays in the retail outlet can be managed from | | | | are more desirable for most business applications. |
| one central location to provide consistency and to | | | | (C) Plasma manufacturers have made much of |
| make sure that the changes are made | | | | their viewing angles. However with new LCDs the |
| consistently across all stores at the same time. | | | | view angles are 176°. There is not much |
| Consumers receive dynamic previews of the | | | | difference between the two technologies in |
| offering with potential for positive impact on sales. | | | | viewing angle. (D) There have been concerns with |
| If restaurants have the networked point-of-sale | | | | burn-in for Plasma screens especially for static |
| cash registers collecting time based purchased | | | | images. However, many Plasma manufacturers |
| data, marketing can get instantaneous feedback | | | | have improved their anti-burn in technology. There |
| on how different promotions and pricing are | | | | are no burn-in issues with LCD screens. |
| having impact on sales. | | | | · Life of the Display Unit: LCDs can be operated |
| Restaurants are also using LCD displays as | | | | 24x7 for 50,000+ hours equivalent to 5+ years |
| televisions to spruce up the restaurant | | | | of continuous viewing. Plasma, on the other hand, |
| atmosphere. It is now a common expectation to | | | | typically has a half life of 30,000 hours. At half life, |
| have LCD TVs in restaurants that show the local | | | | the phosphors in a plasma screen will glow half as |
| sports or the news. | | | | brightly as they did when the set was new. There |
| LCD Display Usage in Showrooms: Whether it is | | | | is no way to replace these gases; the display |
| women clothing store, automobile showroom, | | | | simply continues to become dimmer with use. An |
| convenient store or a department store, LCD | | | | LCD TV will last as long as its backlight - and in |
| displays are appearing in all these locations. A | | | | many models the backlight bulbs can be easily |
| typical store has up to four LCD displays per site. | | | | replaced! |
| InfoTrends study showed that business that had | | | | · Power Consumption: Plasma TVs use more |
| installed displays in their showroom, predominantly | | | | power than LCD - twice as much |
| expected the display usage in their showrooms to | | | | Technology for both plasma and LCD display |
| increase. To grab and hold consumer attention, | | | | continues to change. Be sure to check updates to |
| retailers are using LCD displays in a video-wall | | | | the technology for apple to apple comparison. |