How Digital Signage & AV Boost Sales Across the Football Spectrum…

Firstly, it’s great to contribute to the fcbusiness blog, what a privilege. Secondly, did you enjoy the World Cup and did you notice the magnificent digital signage globe that graced the opening ceremony?

Although a new Sky Bet Football League season has begun, and the Barclays Premier League kick off is on the horizon, here at Armagard the World Cup is still stuck firmly in our heads with two things in particular refusing to disappear from our thoughts:

1)      Surprising score lines! Namely the Netherlands beating Spain & ‘that’ unforgettable Germany-Brazil game. The results certainly raised eyebrows in the office among our international account managers, resulting in a bit of harmless banter.

2)      That awesome digital signage globe. Quite frankly, it was unmissable, taking centre stage at one of football’s biggest events and causing a trending storm on Twitter.

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Digital Signage Globe, World Cup Opening Ceremony, Brazil 2014.

It’s the latter that got us thinking. How far have digital signage & AV solutions come in boosting sales for club and country during major international tournaments & domestic competitions?

The answer! Very far. It will come as no surprise to you that the fastest growing market for digital signage deployment in 2014 is Brazil. Football tournament organisers are recognising the influence of digital signage at major competitions, renting out systems to power house brands, such as Adidas and Nike, who reaped the rewards of fantastic digital advertising campaigns.

Adidas alone saw a 41% increase in the sale of soccer products as a result of widespread digital advertising throughout the World Cup.

Digital Signage – Driving Sales throughout Football’s Hierarchy

Arguably, digital signage has enjoyed the most success in football as part of retail strategies. Club shops, stadium food outlets, concession stands & concourses have become key, digital signage installation hotspots. Why? Because they influence fans at the ‘point of sale’. In particular, digital signage enhances sales of football paraphernalia during major club and country tournaments.

The great thing about digital signage is that it’s not only the upper echelons of football benefitting from its impact. Clubs at grassroots level are also reaping the benefits, widely using it to promote their brand.

In fact, digital signage has become a common feature at grassroots events, such as the Grassroots Football Show, staged at the NEC in Birmingham.

Even football coaching schools are cashing in, renting space & digital signage stands at schools and sports centres for advertising purposes.

Where’s the Evidence of Digital Signage Impact in Football?

An article, recently published by Armagard, refers to information provided by Essential Retail regarding the impact of digital signage at two of Europe’s leading clubs, Arsenal FC & FC Barcelona.

FC Barcelona recently invested in a 16-metre-wide LED screen, which now provides the focal point of their club shop. The store was also fitted with digital signage kiosks, giving fans an interactive buying experience. Since the refit of the store, Barcelona has reported a 22% increase in the sales of personalised shirts.

Meanwhile, Arsenal’s director of retail, Simon Lilley said: “Digital signage has been hugely beneficial in promoting our stadium tours. The stadium tours now start and end in the club shop – with the retail team confident that around 50% of those who take the tour throughout the year will purchase an item in-store.”

What can Digital Signage and AV Solutions do for you?     

The evidence speaks for itself. They can drive sales, improve customer service and speed up transactions, delivering an excellent return on investment. Digital signage and AV solutions are long-term, there’s no shelf-life for advertising, content can be quickly changed keeping your message current.

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Armagard LCD enclosures update customers at Euro 2012.

They reduce the pressure & congestion on tills. One of the biggest benefits noted by stadium staff at major tournaments or domestic games is that digital signage, used as a transactional unit, gives customers a quick service option.

This has proven to be particularly beneficial during halftime, when stadiums have just 15 minutes to serve potentially thousands of customers.

Digital signage broadens the number of people that can be reached to the extent where teams, both club and country, can open up new revenue streams that were not possible before or never existed.

Ask Armagard

So, you’re probably thinking you want a piece of this digital signage action, but who do I consult?

Well, Armagard is no stranger to providing digital signage and AV solutions for major football tournaments. 485 of our LCD units, a mixture of 42” & 52” sizes, were installed across stadiums for Euro 2012 in Poland & Ukraine.

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Armagard at Euro 2012, Poland & Ukraine.

Our units can also be found at football stadiums throughout Europe, including the Rubin Kazan Stadium in Russia and the National Arena in Bucharest, Romania.

You can wall, stand, ceiling or floor mount units from our range of next generation digital signage solutions. Better still, you can customise them to suit your needs and to match the aesthetics of the environment.

Get Involved

There’s no escaping it, digital signage & AV is driving business across the beautiful game. The commercialisation of football continues to grow at a rapid pace, effecting all levels of the football spectrum.

You’ve seen it here, statements from retail directors of Europe’s leading clubs, digital signage lighting up the world stage and making an impact at grassroots level. It’s time you got involved, digital signage should be part of your football club or country’s marketing plan. For digital signage that delivers, tour the Armagard website or call 0121 608 7208 to request a brochure…

Thanks for reading and happy new season. Let the drama begin!

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