Today retailers are constantly seeking innovative ways to engage customers and enhance their shopping experience. One powerful tool that has continued to evolve in the industry is digital signage. By providing dynamic, targeted content and interactive features, signage is revolutionizing the way customers interact with brands and make purchasing decisions.
Customer First
Megan Zeller, Sr. Director of Business Development at Peerless-AV, highlights the key benefits of digital signage for customers, stating that it “helps provide customers with the important information they need to make informed and convenient purchasing decisions.” This can include detailed product information, usage guidelines, customer reviews, and even hands-on experiences through interactive displays. Digital signage not only informs customers but also engages them, creating a more enjoyable and memorable shopping experience.
For store owners, digital signage offers a multitude of advantages. In a landscape where countless distractions compete for people’s attention and money, digital signage allows retailers to direct buyers’ focus toward promotions, products, and services available in-store. As Zeller points out, “Digital signage also leaves room for a better visitor experience.” With instant, remote updating capabilities, retailers can customize messaging for specific locations and audiences, welcoming guests by name, showcasing maps for easier wayfinding, or suggesting how visitors can best utilize their time.
New Normal
Frank Pisano, CEO of Bluefin, echoes these sentiments, stating, “Digital signage is becoming the new normal to create more engaging, dynamic content in an informative way compared to existing static signs. It promotes consistency delivering information across customers with multiple locations and greatly enhances the brand experience especially with engaging interactive content. Most importantly it influences purchasing decisions with increased engagement.”
Additionally, digital signage provides an opportunity for retailers to strengthen their branding. “Videos, product launches, client testimonials, and more are all ways to showcase your brand to customers,” says Zeller. Furthermore, digital signage can serve as an additional revenue stream by allowing partners, sponsors, or non-competing brands to display ads.
Digital Signage Misconceptions
Despite the numerous benefits, there are still some misconceptions surrounding digital signage. One common misconception is that it is too expensive for most businesses to implement. However, as technology has advanced, digital signage has become more affordable than ever. “While there’s an initial investment, digital signage can reduce long-term costs associated with printing and replacing static signage. It’s proven to be more cost effective over time, reducing costs of printing, promotes consistency across multiple locations and greatly enhances the brand experience especially with interactive content”, Pisano said.
Another misconception is that managing these platforms is difficult or time-consuming. Most digital signage platforms are user-friendly and feature intuitive content management systems, making it easy for businesses to streamline content to various screens and devices. Pisano adds, “Modern solutions are often user-friendly, especially with cloud-based solutions. Bluefin all-in-one screens come ‘CMS-ready.’ Putting a Content Management Software (CMS) with a friendly user interface can take all the guess work out and many of our partners offer personalized services to give clients exactly what they want, like how Bluefin offers customized screens to provide the perfect solution.”
The ROI
When it comes to measuring the return on investment (ROI) of digital signage, many businesses may be concerned about the effectiveness of their campaigns. However, as Zeller points out, “many digital signage platforms do offer built-in analytics and reporting features.” These powerful metrics, such as dwell time, click-through rates, and conversions, can demonstrate the impact of digital signage on customer engagement and sales.
Looking towards the future, experts predict that digital signage will continue to evolve and shape the retail landscape. Bryan Meszaros, from OpenEye Global, believes that the demand for digital signage solutions is on the rise, particularly in the higher education and hospitality sectors, as well as specialty retail and consumer packaged goods industries. He also notes that the integration of artificial intelligence (AI) into content management systems is opening up new possibilities for personalized, data-driven content.
Meszaros emphasizes the importance of strategy when implementing digital signage, stating, “Stakeholders often identify challenges such as ineffective messaging, outdated environments, or the need for relevance as the catalyst for exploring digital signage solutions. However, it\’s not simply a matter of selecting hardware and software. They must define their goals and develop a comprehensive strategy for how digital signage will be utilized effectively.”
Future of DS
As technology advances, we can expect to see even more innovative applications of digital signage. Zeller predicts that “mega-screen-powered solutions” like the Las Vegas Sphere, which offers a multi-faceted sensory experience, will become more prevalent in the future. Additionally, she anticipates the emergence of more creative 3D billboards and transparent digital signage solutions.
Demand is being driven from areas that previously hadn’t been interested in the technology. “Higher education and hospitality sectors are leading the charge, with increased interest from specialty retail and consumer packaged goods (CPG) industries,” says Meszaros.
Pisano also foresees a growing focus on interactivity, stating, “Digital signage is becoming more interactive, incorporating touchscreens, gesture recognition, and integration with mobile apps to enhance customer engagement. There is also a data-driven component to content that is expected to increase the use of data analytics to personalize content displayed on signs based on customer demographics or past behavior.”
Get your Signage Digital
Digital signage is transforming the retail industry by providing customers with engaging, informative, and personalized shopping experiences. For store owners and facilities managers, it offers a powerful tool to enhance brand awareness, drive sales, and create new revenue streams. As technology continues to evolve, we can expect digital signage to become an increasingly integral part of the retail landscape, shaping the way customers interact with brands and make purchasing decisions. Embracing digital signage is no longer a choice but a necessity for retailers who want to stay competitive and relevant in the ever-changing world of retail.
