When choosing between using a static “citylight” or a dynamic digital menu, business owners and managers ask themselves:
- How does it work?
- Will it work in our business segment?
- How to calculate the effectiveness of implementing digital menus?
Let’s examine these questions in detail.
Features and results of using Digital Signage
Over the past five years the Digital Signage market has grown several times over, and international studies confirm the high effectiveness of digital menus in the HoReCa and entertainment sectors. The practice of projects implemented by Innovative DMC shows that revenue growth for companies that chose this solution averages 10–15% and more. As a rule, such results are achieved by meeting three main requirements:
- Use of professional software that allows centralized management of audio and video content and provides flexible integration capabilities with third-party systems;
- Deployment of bright (preferably professional) digital displays — monitors, LED panels, projection systems — for the highest-quality presentation of product range and pricing policy;
- High-quality dynamic content whose main goal is to capture consumer attention and stimulate impulse purchases. The lion’s share of digital menu success is content!
Return on Investment (ROI) in Digital Signage
One of the most important factors for investors is the Return On Investment from implementing digital signage. A well-built marketing strategy and the use of the three factors mentioned above form the basis for:
- an increase in the number of transactions;
- an increase in average check value and number of checks;
- growth in sales of high-margin goods and services;
- an increase in sales of combo meals and special offers;
- a reduction in decision-making time for purchases;
- enhanced brand recognition thanks to the “wow” effect.
ROI from implementing a digital menu, for example in a self-service restaurant, typically ranges from 18 to 26 months. Examples of using digital technologies in HoReCa can be read here
