Digital Media brings positive signs to suffering high street

Digital Media Projects, based in Harrogate, which provides media server technology, developed the DMP Instant Sign after seeing how much it cost retailers to put into practice new forms of signage.

The product is more affordable because it needs little infrastructure except for one power cable per screen and can be installed in fewer than 30 minutes. Retailers do not need to install software and they can have the product set up and run for less than £1,000, depending on the type of service they choose.

The DMP Immersion media player, designed and developed by the company, is central to its operation. This device uses 3G mobile networks to connect with hosted cloud-based sign creation and publishing tools. Retailers can log on from anywhere with an internet connection and then create or amend signs which customers can see in-store within minutes.

DMP said three major British retailers have begun using the technology and it is in talks with food stores and football clubs.

Chief executive Nicholas Fearnley said “We are extremely excited about our unique advance, which will make the power of this type of media available to all. We have seen the impact that digital signage has on sales, retailers typically enjoy a minimum of 15 per cent uplift. In a tough climate this is an enormous increase, so it is not surprising to see many of the biggest names in the business investing heavily in solutions.

“There are also huge savings to be made on printed point of sale and promotional material, both from an environmental point of view, and a cost perspective.”

One of DMP’s most eye-catching deals was with the US Air Force four years ago. Bosses at the base near Harrogate, an intelligence-gathering centre which feeds economic, military and political information to the US Government, chose DMP from several competitors to set up a high-definition media server, allowing Air Force personnel to publicise events held on-site for their colleagues and for ordinary traders from outside the base to advertise their products.

The stagnation on the high street was underlined on Tuesday when discount department store group TJ Hughes prepared to appoint administrators, Thorntons and Carpetright announced store closures and administrators said they would shut 33 Jane Norman shops.