The impact of digital signage has steadily continued to grow in comparison to the use and effectiveness of traditional, static signs. The accurate use of innovative technology can help your organisation to capture your target audience’s attention to deliver information that improves consumers’ overall interaction and experience with your brand. Studies propose that 80% of shoppers have gone to a store after seeing something on a digital billboard. So why is digital signage so effective? This article will explore the top reasons why.
- Digital Signage Increases Retention and Recall Rates
One of the main aims of digital signage in stores is to persuade shoppers to take immediate action such as making a purchase. Digital signage also informs shoppers about upcoming deals and offers. The use of interactive digital signage such as motion content ensures a great chance of being remembered by the shopper compared to static ones. Research has shown that 75% of people recalled seeing a digital billboard in the last month and 60% noticed one in the past week. Furthermore, one in five people discusses an ad they saw on a digital billboard with another person which helps spread the information to people who may not have seen your digital billboard. Combining content, graphics, and display movement. plays a principal role in the higher rates of retention and recall rates.
- Digital Signage Supports Analytics
Digital signage supports your business systems. For instance, some displays enable shoppers to view your store’s inventory. You can also use analytics to inform you of the products that are mostly searched. This can help you reevaluate your strategy in terms of price or perceived value if the sales are not consistent with the high level of interest. Stores can also add video coverage to the displays to record the shopper’s eye movement which highlights the parts of the display that grab the most attraction. This can also be used to measure foot traffic in-store and how long shoppers hung around for your content playlist which can advise you on whether you need to create more compelling content or alter the length.
- Digital signage attracts the attention of current and potential customers
According to research, digital billboards in areas near cities that possess high levels of foot traffic and car traffic can reach up to 71% of people walking and driving past each week. Considering billboards are not limited by static text and images anymore, the possibilities are limitless. You can create vibrant moving content with bright colours to mesmerize your audience’s attention even more. Businesses can use digital signage to raise awareness of new products or services by highlighting the attractive and impressive features in addition to customer reviews. Digital signage can help grab their attention and prompt consumers with their next step which could be as simple as coming to the store or purchasing something.
- Shoppers Can Help Themselves Using Self-service Kiosk
An engaged shopper is much more likely to become a real customer. Physical organisations need to create a system that gives shoppers the necessary information to complete a purchase comfortably.
According to research, 69% of shoppers said that long lines were the most frustrating part of shopping which was greater than higher prices at 66% and not having the item wanted at 65%. Having to wait around a shop for a store advisor to provide assistance when needed could lead to a potential customer leaving and not returning or making a purchase but never coming back. Recent research has shown that around 47% of consumers said they frequently use self-service checkouts. This shows that many customers enjoy self-service and they aren’t too fussed about having contact with a support operator. Businesses also benefit from self-service kiosks because it is a cost-effective and fast alternative for customer support. Providing self-service checkouts in physical retailers need to make sure they are keeping up to pace with the Amazon Effect which keeps moulding digital consumers’ experiences and expectations. Digital signage makes sure consumers receive the information required to make a purchasing decision without the necessity of interacting with workers who can offer assistance as required.
- Digital Signage Helps Your Business Highlight Deals and Offers
Businesses can simply and instantly display current and upcoming deals or offer special offers using digital signage. Showcasing valuable information like on digital signage makes consumers aware of deals without even having to interact with an employee which more awareness increases the possibility of making a purchase. Digital signage can also make the product or service more appealing to visitors compared to a static billboard. For instance, seeing food on digital signage could make a shopper want to try something new or different on the menu.
- Digital Signage can Change Displays Quickly
Digital signage displays in various locations everywhere can be remotely modified at once. The opportunity to announce or promote a new service/ product all at once can also benefit your brand by ensuring consistency across multiple platforms and locations. On the contrary, businesses can terminate marketing efforts without having to cover the costs of removing traditional displays and create new ones.