It’s a fantastic sight to see a business use eye-catching digital signage in the storefront, a hotel lobby, or the lounging area of a coffee shop. At first glance, the content may appear perfect in all possible ways. But as a business, you must know how effective that digital signage is and whether it’s successfully providing any of the many unique benefits digital signage can provide.
In this article, we’ll go over some of the most important benefits of digital signage from a business perspective. They are mutually connected and it’s important to understand how they affect one another.
Analytics
Digital signage on its own does a lot. And combined with content management software, new possibilities become available. On its own, a digital display will not tell you how many people saw it, nor how many took action because of its message. Here we’re not talking about special tracking technology which physically measures how many people stop and look. With digital signage software alone, you can easily see how many people interacted with your content and get accurate results of when, where, and for how long the content was shown. Best of all, you can lay out a plan weeks or months in advance and collect valuable data during this time. This data on its own doesn’t tell you what content made an impact. It’s only a part of the equation.
Combining this precise and accurate information from your digital signage software with your sales data will tell you which content most influenced the customer. For example, as you start a new campaign, you might see a spike in sales precisely on that day. Knowing this information, you can continue to improve your approach and polish your campaigns. This is perhaps one of the most important business benefits of a digital signage software because, as a result, your screens become more effective at their work, and all other benefits become more accessible!
Engagement
Engagement is a powerful factor. If you crack the code on how to get your customers to engage, no matter your business, everything else becomes so much easier. With advertising, you get more sales. If it’s a QR-code which takes the user to your social media, you build customer loyalty. Regardless of what your goal is, engagement is a must!
Digital signage has been proven to be extremely effective at engaging consumers. This is also true for the online world! By adapting to the digital world, users have gotten used to ignoring digital ads or messaging from companies. It’s harder to get through to them. Digital signage cuts through the noise and reaches your target audience. Naturally, you must be mindful of how you invite them to engage and ensure it’s an inviting and palatable way.
Customer loyalty
Digital signage is a great way to show customers that you care about them. For a start, you achieve this by simply keeping your content up to date and useful for the viewer. You also show them you care by the content itself which provides special perks to repeat customers, explains how the customer loyalty program works, or informs them on a topic of interest.
If you find your customers care about bus arrival times at a nearby bus stop, the weather forecast in London, or a rundown of the particular soccer match, provide it! Delivering information they care about sends a signal that you’re understanding their needs. When it comes to sales, using your analytical data find out which offers your audience responds to the most and re-strategize your approach. This shows you’re listening, delivers what the audience wants, and builds customer loyalty in the long run.
Feedback
A business using digital signage for feedback and testimonials will surely get plenty of them! Interactive touch screens at store exits or checkout counters are no longer a rare sight. If they’re easy to understand and quick to fill out, rest assured you’ll be getting plenty of reactions and feedback.
Feedback is a valuable resource to have, if for nothing else but to confirm that you’re on the right path and that you don’t need to change your approach much. One can only hope for such feedback and getting it would be excellent news. When the feedback is anything less than good, then you know what to work on and fix. You can deploy feedback surveys via interactive touchscreens or via QR-codes which take the users online. Furthermore, digital signage in general and especially interactive displays add a touch of modernity which makes your business appear more reputable and current.
Profit
The many uses of digital signage—some of which are covered in this article—directly or indirectly bring an increase in profit to a business.
Directly, digital signage engages customers and leads them to more purchases, bringing in greater revenue as a result. Indirectly, a business uses digital signage to build customer loyalty, form connections with other businesses, and establish what motivates the target audience to action. Using this information makes the direct approach simpler, easier, and more effective.
Overall, through adequate use of digital signage and dedicated software, a business can obtain knowledge on which message to send, where, at what time, and in front of whom. As a result, the business achieves greater earnings and a stronger connection with its customers. Those goals would be significantly harder to achieve without digital signage software. If by any chance you are not using digital signage software yet, by all means, learn more about it!
