Commercial Integrator September 2022 - 22

PERFECTING YOUR CRAFT
with the best solutions for their unique
spaces and situations. Townsend continues,
saying, " I never assume I know the
client's business better than they do, and
I ask more questions than ever to ensure
that I step into their world as best as I can
to make recommendations that resonate
with them. " According to Townsend, " The
lens we look through is everything. I no
longer assume that trends equal progress
or that progress has to be trendy. "
Ultimately, Townsend has found ways
to stay current with industry news and
information, communicate with her
colleagues, and listen to her prospects
and her customers to identify patterns.
Identifying and recognizing those
patterns has become a huge part of the
value proposition her company and she
can offer. " I recently heard Jim Burrows,
the writer/director of 'Cheers,' recount
that one of the first lines that the Norm
character said that got a laugh was when
Sam the bartender asked him, 'What do
you know?' as he walked into the bar and
Norm answered, 'Not enough.' That got
an unexpected but raucous laugh from the
audience, " Townsend relates. " That has
become my approach to life in general,
and certainly [to] my place in the digital
signage industry. What do I know? Not
enough! " So, she says, bring it on and
keep learning. After all, we're not historians
- we're technologists - and our field
changes constantly.
Physical Spaces in a Digital World
It's not easy to include digital solutions
in physical spaces. Digital concepts and
digital technology must become part of
the space they occupy. I ask Townsend
which spaces have been able to benefit
the most from modern technology. She replies,
" They all do, but in different ways. "
Elaborating, she says, " Within fashion,
there are segments that benefit from using
brick-and-mortar as high-end showrooms.
In other retail segments, digital is used to
drive the upsell and to create an atmosphere
that keeps shoppers in the store
and buying more. It sets an energy that is
conducive to the space and the business. "
I ask Townsend about exterior signage
for a bakery or a grocery store. Are there
benefits there? " Exterior signage can
22
draw patrons into the store and increase
footfall, " she replies. " These messages can
be centered on partnerships and collaborations,
specials and curated customer
content. " She continues to emphasize,
however, the importance of using technology
to enhance a physical space - not
merely as a sales mechanism. " I strongly
support digital in the grocery that does
more than just advertise, " she explains. An
example would be using screen real estate
to promote DIY projects, recipes or health
content that, eventually, might also lead a
customer to buy.
" This approach results in an upsell
because it grabs attention, " Townsend
states, " but it also offers something substantial
to the shopper. In my experience,
shoppers are far beyond being impressed
by a screen and far too overstimulated
by technology to look at a screen just
because it is playing content. They expect
and deserve reciprocity. Give them a
takeaway from the experience. " When
those in our channel implement strategies
and approaches like this, we create a
long-lasting impact.
Understanding the 'Why'
That long-lasting impact doesn't come
from leading with a technology-based
solution; it comes from starting with
the why. " Define the vision! " Townsend
proclaims. " Understand the why of the
project. What should this project accomplish,
why does that matter and how will
you know when you have achieved it? "
Once you understand the why and grasp
the vision, you can move to the next step.
That, she says, is to plan for the vision.
" Consult other departments within the
retail enterprise and understand their pain
When your digital vision is welldesigned
and well-executed, it brings
messages to audiences with a broader
reach and greater operating efficiency.
points and needs, " Townsend explains.
" Then, do one thing that is high on the list
of your specific goals for your vision, do it
well, measure the results and scale it. "
Understanding the client's why and
their pain points sets the foundation upon
which you can build a strategic approach,
which you can then scale and repeat.
Townsend says, " This approach tests the
theory and assures that you buy a system
that will accommodate the future needs
of the enterprise. " That keeps clients
happy, prepares them for the future and
makes their lives easier. Townsend sums
it all up in three words: reach, efficiency
and agility. " A well-designed digital
vision and execution allows your clients
to bring your message to their audience
with a broader reach and with great
operating efficiency, " she concludes. " It
also allows the enterprise to quickly pivot
to address new messaging and changing
times. Nothing better! "
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Commercial Integrator SEPTEMBER 2022
commercialintegrator.com
WIFESUN/STOCK.ADOBE.COM
http://www.commercialintegrator.com

Commercial Integrator September 2022

Table of Contents for the Digital Edition of Commercial Integrator September 2022

Commercial Integrator September 2022 - Cover1
Commercial Integrator September 2022 - Cover2
Commercial Integrator September 2022 - 1
Commercial Integrator September 2022 - 2
Commercial Integrator September 2022 - 3
Commercial Integrator September 2022 - 4
Commercial Integrator September 2022 - 5
Commercial Integrator September 2022 - 6
Commercial Integrator September 2022 - 7
Commercial Integrator September 2022 - 8
Commercial Integrator September 2022 - 9
Commercial Integrator September 2022 - 10
Commercial Integrator September 2022 - 11
Commercial Integrator September 2022 - 12
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Commercial Integrator September 2022 - 14
Commercial Integrator September 2022 - 15
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Commercial Integrator September 2022 - 19
Commercial Integrator September 2022 - 20
Commercial Integrator September 2022 - 21
Commercial Integrator September 2022 - 22
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Commercial Integrator September 2022 - 24
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Commercial Integrator September 2022 - 26
Commercial Integrator September 2022 - 27
Commercial Integrator September 2022 - 28
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Commercial Integrator September 2022 - Cover3
Commercial Integrator September 2022 - Cover4
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