Digital signage is being used more frequently in many industries to provide more dynamic experiences for customers, clients and internal staff. It allows you to change the information that is on display easily, so you can be more reactive to trends, stock levels and news.
But exactly what is digital signage, how do you use it and what benefits can it provide?
What is digital signage?
Digital signage is essentially exactly what it sounds like – signs that are digital rather than displaying static messages.
They can be used to showcase messages, videos and graphics that help to grab attention and even promote multiple things on one sign. Digital signage can help to improve someone’s experience, whether they are a customer, student or staff member, by providing relevant and helpful information.
Digital signage can come in a range of sizes making it suitable for various environments. From large digital billboards and video walls to shelf edging in a supermarket, there is a suitable option for all types of businesses.
If you want to push your signage even further, interactive digital signage can help. This allows customers to interact with the signs, whether that’s locating a department within a store, checking stock levels of a product or even trying things like makeup on virtually.
Why use digital signage?
Digital signage helps you to grab people’s attention and ensure that relevant information is easily spotted. Moving messages and graphics easily stand out from other signs so you’ll likely get more people looking at them. This can allow you to better connect with customers and improve their experience, which can lead to improved sales.
It also helps you to add some of your digital experience to your brick and mortar locations, which is ideal for omnichannel marketing and closing the gap between your physical and online business. As customers are now so used to accessing information on screens, this can be beneficial.
On top of all of this, digital signage can give you a competitive advantage by improving your service options.
What are the benefits of digital signage?
There are many benefits of utilising digital signage but here are some of the biggest:
1. Customers can self serve
When shopping online, it’s much easier for people to find the information they need to inform a purchase, which means there is a greater chance of them becoming customers. When it comes to brick and mortar stores, consumers need to rely on the products in front of them and the assistance of staff.
This can mean that people are left waiting for a staff member, don’t feel comfortable asking, can’t find a member of staff who has the right knowledge and any number of other issues. Each of these situations reduces the chance that a person will buy a product and can mean they don’t return at all.
Providing the option for customers to self serve allows them to find the information they need without having to wait for someone. This can improve their experience and encourage them to purchase, as well as come back in the future and recommend you to other shoppers.
2. Changing displays is easy
Changing signs and shelf stripping can be time-consuming and difficult, making quick changes challenging. However, digital signage makes it easy to switch between different messages, change signs at a moments notice and even schedule messages for when new offers go live.
This is great for the customer experience and to make sure you’re business is reacting in real-time, but it also helps you to maintain consistent branding. This is especially important if you have multiple store locations, as you can change the messaging across all stores from a remote location.
Scheduling changes also means that sales and price reductions are easier to manage, with the correct products being promoted at all times.
3. Grabs attention
Not only can you direct people’s attention once they are inside the store, but you can also attract those passing your business and encourage them to enter. Digital signage can be used in window displays and as external marketing, helping to attract customers who may never have thought to visit your location.
While the same can be said for more traditional window displays, digital signage does have an advantage in that you can utilise it to be more attention-grabbing. This can mean scrolling messages, combining different types of displays on one screen or utilising video.
When you consider the fact that videos have a higher recall rate, digital signage is more effective at raising brand awareness and encouraging footfall.
4. Customer insights
Customer insights are vital and can help you plan displays, promotions and signage so they have the best impact possible. When using interactive digital signage, you can use software to track the products that are most searched for, the information that is viewed the most and even track shoppers eye movements so you can see which sections of a display get the most interest.
This can help you assess whether purchases match interest (if not, this can be a sign that you need to lower prices), what information you can use elsewhere in the school and which displays draw the most attention, allowing you to shape your advertising strategy. Understanding what works and what doesn’t ensures you’re able to get the most out of your digital signage.