DIGITAL SIGNAGE CONCEPTS: ONE SIZE DOESN’T FIT ALL
Impactful and engaging Digital Signage concepts are like a symphony: like musicians, dozens of touchpoints (static and digital) are orchestrated to maximise pleasure for the audience.
Most relevant is the focus on the customer; Digital Signage concepts need to be primarily optimised for the benefit of customers, not the business. Most projects encounter their first obstacle here: Digital Signage concepts usually need to cater to more than one customer journey. In an airport, Digital Signage screens need to appeal to a wide audience, from frequent flyers (main interest: current security waiting time) to tourists and first-time flyers (way-guiding, multilanguage support, departure, time to gate).
Screens are usually positioned along the customer journey and need to offer content appropriate to each phase of the customer journey. Displays in a shop window need to either inspire, attract, inform or drive conversion depending on the audience (types: shopper, browser, loyal customer etc). Regardless of the type of customer, Digital Signage content at the Point of Sale (PoS) should always include a call to action.
To better understand the need of the customer, Digital Signage concepts should always match the relevant phases of the customer journey:
- Awareness (Inspiration)
- Consideration (Desire)
- Intent to Purchase
- Conversion (Transaction)
Inexperienced Digital Signage agencies often underestimate the effect of the space where the screen is located and the mindset of the audience at that moment. A busy entrance or aisle (passage) needs to appeal to different shopper impulses than somewhere with a high dwell time (check-out, in front of fitting rooms).
Data connections are essential for every Digital Signage concept. How will the system be connected to backend systems like ERP (inventory management) or CRM? Consumers always expect current information (ideally near real-time) from digital touchpoints – whether mobile, notebook or instore displays.
Before the agency starts to pitch for a Digital Signage concept, it is imperative to get a thorough understanding of the vertical market. What are trends and drivers in this industry, best practice and the role of online/mobile and brick-and-mortar?
After that, we recommend visiting the retailer’s different store formats at different times of the day to get an understanding of footfall, customer distribution throughout the day and potential pain points. Every business and vertical market has its own pain points:
Fashion pain points:
- Product availability in sizes and colours
(-> enabling sales associates to check available stock instore and customer-facing extended shelf Digital Signage solution)
- Up/cross selling
(-> presenting styles/complementary products on large screens next to the highlight zone)
- Denim cuts are difficult to differentiate on the shelf
(-> digital screens next to denim with video content displaying the different denim styles)
Home Improvement (DIY) pain points:
- DIY stores offer tens of thousands of products and are difficult to navigate
(-> Digital Signage touch-based way-guiding solutions with product finder)
- Tutorials and packing lists
(-> category-focused digital touch terminals at the shelf offering tutorials and necessary additional products)
- Services & Insurance
(-> terminal close to check-out to book services, insurance packages, loyalty programme)
Quick service restaurants (QSR) pain points:
- Long queues during lunch rush hour
(-> digital menu boards with dayparting and limited menu offering during rush hour to improve throughput)
- Increase average order volume with customised menus
(-> order terminals that enable customers to order customised burgers, and offer multiple language user interfaces)
- Multi-lane drive-thru for higher throughput
(-> outdoor, weatherproof Digital Signage terminals with high brightness screen)
These are just a few examples of how customer-focused Digital Signage concepts add value to the journey as well as to the business. Digital Signage concepts should follow established processes, not the other way around. Real value is created by connecting Digital Signage to backend systems, collecting data and analytics at the touchpoint and feeding this information back into the CRM or other systems. The feedback loop enables business to improve quality of service and helps to better understand customers. Digital Signage should not be a one-way street.
The concept phase is usually followed by a proof of concept (PoC) installation to test the digital touchpoints and the processes in real life. We suggest including additional sensors/cameras at the PoC location for detailed analytics. Valuable data can be collected, and customer behaviour analysed, before a bigger roll-out.
Learn more about digital signage concepts at DSS Europe 2019. Tickets can be purchased here.