Some businesses and organisations waste a lot of money installing digital signage without considering the main objective – helping customers following instructions or advice displayed on the signage.
If you run a big retail store, how many times a day are your staff stopped and asked “Where can I find…” or “Do you stock…” by customers?
Digital signage can help by signposting navigation around premises and pointing out where key product lines are on display.
Telling the customer where to go…in the politest possible way of course, is what digital signage is all about.
Digital signage can also demo products and offers – and instead of having the customers not bother with a demonstration because it starts at the wrong time, running a short demo on a loop allows the customer to watch and understand the product or discount at their own pace.
The third benefit is the perception that time passes quicker if customers are queuing if they have something to watch. This is especially important if the wait is for an experience the customer may view as bad – like the dentist’s waiting room or waiting for treatment at a hospital accident and emergency.
The message is think carefully about why your business or organisation may need digital signage.
If the system fails to deliver the right message to customers, rather than enhance their experience, the wrong message could have the opposite effect.
This means taking in to account the message that is delivered and the place the signage is placed to do the job.
If placement is not logical for the customer, the signpost will be missed.
The outlay on the cost of equipment is then just a waste of money.
The answer to finding out whether your digital signage is working is review whether requests for information from customers drop and sales and customer satisfaction increase.
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