According to a recent AMR Research report, "Shoppers make 70% of their actual buying decisions only after they are inside the store, so retailers that enhance customer interaction can distinguish their in-store experience from competitors' and provide the service that customers demand -- enabling them to satisfy customer expectations, increase conversion and market baskets, and garner long-term loyalty."

With its Managed Digital Signage service, Hughes is making it easier for retailers to capitalize on this market opportunity and stay competitive through "on-the-fly," targeted customer communications. The service enables retailers to change content based on anything from time of day to weather conditions.

Moreover, it allows different content to be automatically displayed at different times of the day in order to send a more precise message to the target audience. For example, if a retailer has a different demographic in the morning than in the late afternoon, messages can be customized to address distinct buying traits and to showcase products appropriate for each audience, thereby increasing likelihood of purchase.

"Hughes' Managed Digital Signage service gives retailers the power of their own television network at their fingertips," said Ken Cohen, assistant vice president of marketing, HNS.

"With traditional media and static displays, retailers are limiting their ability to communicate with target audiences. Our offering gives them the flexibility to customize their message at every site, at every moment. And because of Hughes' deep retail technology experience, our team can quickly assess a retail operation and recommend the right technology to maximize brand investments and expedite ROI."

Hughes' Managed Digital Signage service is a single-vendor solution for retailers to solve a logistically complex operational challenge. The result is a complete, integrated electronic branding and promotional infrastructure that includes:

Playback affidavits.

"This as an opportunity for retailers to focus on brand building and increasing customer loyalty while Hughes, an experienced managed services provider, handles all aspects of technology management," Cohen added. "We believe that our service will allow retailers of every size to realize the benefits of digital signage."

Hughes is already managing digital signage implementations for retail customers across Europe, including Tesco, and is in the process of introducing the service in the U.S. Other existing and planned offerings under the company's Managed Digital Media Services umbrella include business IPTV and distance learning.

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