Case Study: Medicine Shoppe Canada Uses Digital Signage to Engage Shoppers, Drive Sales

Branding First, Sales Follow
While not launched as a sales driver, MSC hopes that digital signage will evolve into that role as time progresses.

"We're beginning to drive sales with it [digital signage] by showing that we can provide a higher level of care and a higher level of programs for people afflicted with diseases or those who need better prescription care," notes Johnson.

A pharmacy is ideal for promotional-based digital signage advertising that influences consumer behavior at the point of sale, says Mark Hemphill, founder and chief product officer of ScreenScape Networks. For example, digitizing a store flier is one way that MSC could drum up sales via digital signage. And the more local and relevant the content displayed is, the better the chance of it having a positive effect.

"I think that the long-term promise of this whole medium is to execute the content on a hyper-local level," says Hemphill of digital signage's appeal. "Literally factor in the context of the situation. For example, each time someone enters your store, your local newspaper should be used instead of CNN because it speaks on a more local level to that audience ... it's more likely to sell your products as well because it's seen as a value-add and worthwhile to be looking at in the first place."

As one of the early adopters of community-based digital signage, MSC figures to be a step ahead of its competition because of the added value the service brings to the in-store shopping experience. Its customers have already voiced their approval of digital signage, now it's only a matter of time before their wallets do their talking for them.