The best digital signage should provide consumers with the full sit-down experience—whether they’re in a restaurant, bank, healthcare facility, or retail store. It should provide a welcoming first impression, a pleasant in-store experience, and a lasting mark on their senses that remind them how good your establishment made them feel.
Here are some practical tips to accomplish context-driven digital signage:
- 1. Consider the weather and the season. Like other store displays and even the merchandise, digital signage should change with the seasons. If it’s July and above 100 degrees, digital signage can advertise the latest patio shade awning, newly invented sunscreen, or polarized sunglasses. If it’s December and the road conditions are icy, digital signage can advertise a thermal electric windshield scraper or a waterproof scarf.
Today’s displays that can detect the weather could go one step further and advertise sunglasses to that consumer squinting to read a sidewalk display, or an umbrella to passersby caught in the rain.
One of car manufacturer BMW’s digital campaigns, for instance, emphasizes its vehicles’ heated steering wheels when the temperature drops below 42 degrees.
- 2. Use touch interactive devices to connect with consumers on their terms. Most of us have experienced aggressive salespeople when shopping for a car, a home, or a large appliance. While we may applaud his or her persistence, we don’t like feeling tackled and pressured.
Touch interactive devices can answer a shopper’s questions about a product before he or she is ready to approach a salesperson. Kiosks at retail outlets like Kohl’s and Kmart, for instance, permit shoppers to check online for products that may be out of stock in the store.
Use demo videos, a FAQ page, stock availability details, and pricing information to make it easy for customers to make their choices. A button to push that signals a salesperson can deliver the next level of sales and support. This high-tech interactivity tells customers you care about their comfort and convenience, and that you respect their time, which can lead to a more satisfactory experience with your brand.
- 3. Place digital signage at the checkout line. Studies have shown that point-of-sale digital signage increases brand awareness and also sparks impulse purchases. Seeing those chocolate bars in the displays might encourage you to buy one. But watching someone else enjoy one in a digital ad makes it even more likely you’ll give in to your candy craving.
Digital signage also decreases perceived wait times by 35 percent. By using digital signage at the point of sale, your digital signage clients can improve their customers’ experiences while cementing their store and the brands they carry in their subconscious mind. Everyone wins.
Digital signage presents a world of opportunity, and the amazing content opportunities may be your first thought. Don’t neglect context. Help your digital signage clients use the technology to their advantage and help them show consumers why their brand and its offerings are relevant to their world, and turn one-time shoppers into repeat customers and brand evangelists.
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