60 www.signlink.co.uk Issue 257 - February / March 2025 local council to install a 25-screensDOOH network, Blue Billboard implemented the Sony BRAVIA 65BZ35L and 55BZ35L with system-on-achip thanks to Xibo and Sony ZTP’s integration. Also, working with retail solutions provider, Theravada, which delivers interactive kiosks, digital cabinets, and drive thru solutions, was a demonstration of the range of associates and suppliers required to pull-off large scale installations like these. Adapting to Changing Markets A big user of both printed graphics and digital technology is the retail sector. But as high street stores continue to fade away, many people are questioning the role of modern-day retail stores. Recently Sony conducted its State of Retail Technology Report 2024 which it says reveals “great opportunities” for in-store retailers, but a “chasm” between their priorities and consumer expectations. The survey which spoke to over 1000 respondents across retail technology decision makers and consumer shoppers in Europe, looked at the priorities and preferences of both retailers and consumers, which Sony says shows the beginning of a shift to “omnichannel balance between in-store and online shopping”. 33% of respondents said that ecommerce remains a priority for investment, while 32% said that in-store technology was a priority and 50% said non-technology related enhancements was a high priority. Thorsten Prsybyl, European retail sales manager at Sony Professional Displays and Solutions, says: “Replicating the seamless tech-powered customer journey of ecommerce in store, and making ethical decisions as a brand that align with today’s consumers will be key in a world where fast-fashion and sustainability is being increasingly scrutinised by gen Z shoppers. “The results indicate that retailers aren’t adapting to the changing demands of consumers fast enough. The danger is ▲ The power of traditional signage and advertising can still be seen through Boursin’s collaboration with OOH agency, JACK Sony’s BRAVIA BZ53L for example includes the company’s unique Deep Black Non-Glare Coating which overcomes issues such as bright spot lights often present in retail stores and shopping centres. The screen also has 780 nit brightness, cinematic colour, and a large viewing angle which shows off the screen’s 4K HDR visuals. Sony says that its high nit brightness can overcome the issues of light-flooded spaces, often present in showrooms and corporate lobbies. The BZ53L’s Full Array Local Dimming boosts peak brightness also boosts the display’s peak brightness to 1500 nits. Displays like the BZ53L and BZ40L, the latter of which also offers Deep Black Non-Glare Technology, are “made for professionals” according to Sony. When it comes to the BZ40L, Sony says the screen has been professionally designed for flexible installation. The BRAVIA range comes supplied with a Wall-Mount Adjuster to give extra flexibility for mounting the display centrally in portrait or landscape orientation. The professional displays also display the Sony logo discretely on the edge of the display’s bezel so that audiences don’t get distracted from the screens’ content. Sony also highlights the BRAVIA’s ability to run dependably 24 hours a day in various corporate and commercial environments. Special settings for professional use also can make the displays far easier to use. Speaking about Pro Settings, Sony says: “Pro Settings mode makes doing business even easier, allowing you to customise BRAVIA settings and operating modes to suit the demands of corporate or retail environments. Disable input or remote control functions, schedule on/off times, remove labels, and block buttons to avoid tampering when the screen’s being used in public spaces.” When it comes to content management software (CMS), Sony works with a variety of partners including Uniguest, NowSignage, and Xibo Digital Signage. Recently, Blue Billboard, an independent digital out-of-home (DOOH) advertising provider in the South East of England, worked with Xibo and Sony BRAVIA professionals displays to deliver advertising signage across a network of displays in Surrey. After being commissioned by a Making ethical decisions as a brand that align with today’s consumers will be key in a world where fast-fashion and sustainability is being increasingly scrutinised by Gen Z shoppers DIGITAL SCREENS AND SOFTWARE ▼ Sony’s BZ40L being used for signage at a corporate entrance
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