The effects of digital signage

Simplifying the Customer journey

The kiosks on the left are likely something you've seen or used before. This is a classic example of an interactive screen that many fast food chains, like McDonald's, have adopted. By using these, places have reduced wait times, shortened queues at the register, and made customers more self-reliant. Many are calling this a revolution in how the fast food industry operates.

It's not only time-saving for the customer but also cost-effective for the business! Companies can easily share information and updates from headquarters to hundreds of thousands of screens across locations.

Digital signage is perfect for showcasing special products, promotions, store maps, or encouraging customers to interact with your message.

Sensory Stimuli

We humans are quite simple. When we see something that moves, flashes, or has bright colors, it grabs our attention. Digital signage is seven times more eye-catching than standard posters. Impulse purchases increase by 162%, leading to an average sales boost of 42%.*

If you also have engaging content that sparks interest, you're almost at the finish line. However, it’s crucial that the content reflects your business, brand, and image, so that it meets customer expectations.

Digital signage is also an effective way to create an atmosphere in the store. With the number of in-store visitors decreasing in recent years, and more people shopping online, physical stores must do more to attract customers. This has led to the growing need for a unique customer experience. One way to achieve this is by using interactive screens where customers can see, learn about, and explore products and promotions.

(Source: POPAI (Point of Purchase Advertising Institute) and I-Open Environsell (USA) market study in 225 shopping centers in the USA.)

Stand Out from the Crowd!

Digital signage has become quite common in most places, so it's important to stand out from the crowd. While many companies spend big money on influencers, celebrities, and partnerships, effective use of digital signage doesn’t have to break the bank.

Unique images and videos tailored to your audience work very well. They give customers the impression that the business cares, is modern, and adaptable. One thing that really stands out from the crowd is video walls, which can be created by combining multiple screens or using custom-fitted LED walls for the highest quality. This provides large, sharp surfaces that truly capture attention.

Money Back for Your Investment?

Most business leaders understand that "Return on Investment" (ROI) is the key when allocating money for marketing, but measuring the impact of screen publishing can be challenging unless you're running campaigns. For example, measuring returns can be as simple as tracking an increase in sales of a specific product during the campaign period.

How do you measure digital signage?

One effective method is to use QR codes on the screen to track the number of buyers. Another proven approach is to include user interaction with a "call to action" (CTA). If the goal of digital signage is to drive more people to your website, you can promote a unique URL in your visuals. The number of people accessing your site through this URL gives an indication of the effectiveness of the content on the digital signage. You can incentivize this with discounts or prizes.

Often, the motivation for getting digital screens isn't necessarily measuring ROI but rather creating an attractive and inviting environment that draws customers into the store. People are naturally drawn to screens and moving images, as they spark curiosity.

A/B Testing!

Unsure if your campaign is working or if another type of campaign would perform better? No problem with digital signage. Allocate time for each campaign, measure its impact, and then run the other campaign. You can also run different campaigns in different locations, whether locally or remotely, and see which one yields the best results. Just make sure the surrounding conditions are as similar as possible to minimize variables in your research!

Choosing the right screen is not easy

Here are a few things to consider:

1. Size, Shape, and Type of Screen
   Choose a size and shape that fits the space and ensures good visibility. Consider if it should be interactive to enhance user engagement.
2. Content
   Make sure the content is engaging, informative, and relevant to the viewer. High-quality content is key to maximizing the screen's impact.
3. Right Type of Screen
   Select a screen that suits your needs. Think about brightness, lifespan, and the environment it will be in (e.g., indoor/outdoor, direct sunlight, near windows, etc.).
4. Placement
   Carefully consider where the digital signs will be placed for maximum visibility and effect (e.g., floor-standing, wall-mounted, or suspended from the ceiling).

It’s common for stores to have screens either standing or wall-mounted to capture customers' attention, while airports, bus terminals, and restaurants use larger hanging signs to ensure that as many people as possible can view the information.