Key objectives of Digital Signage technology:
- create a WOW effect;
- attract attention;
- increase sales;
- inform about promotions and special offers here and now.
But what if such solutions don’t attract shoppers, but annoy them?
Some visitors to shopping malls, cinemas or petrol stations call digital signage not useful but irritating. Their effectiveness is low and return on investment falls short of forecasts and expectations. What causes such a reaction?
Too many monitors, poorly positioned screens on the sales floor, or intrusive “aggressive” content. The culprit may be one of these factors or several at once. The main thing is to identify the problem in time and fix it quickly. Better yet, think through all the details during the system design and content development stage (digital menu board concept).
For more than five years Innovative DMC has been developing and implementing Digital Signage solutions as well as producing high‑quality sales content for digital menus in restaurants, cinemas, petrol stations and so on. When implementing digital signage projects it’s important to consider every detail: the specific business profile of each client, the target audience, the location of the outlet, interior and exterior design, and many other aspects.
Digital Signage: when a visitor may be dissatisfied
In which cases does a customer get irritated?
- When a product or service is pushed on them that they don’t need.
- When there is no logic to the content playback.
- When content/clips change too quickly or chaotically.
- When it’s hard to find or choose what’s needed, and many other irritating factors.
Surveys of shopping mall and supermarket customers show that excessive noise or loudness of advertising messages also irritates consumers.
Using Innovative DMC’s iDS software, in addition to managing video content (broadcasting advertising and informational content on LCD monitors), management of background and/or advertising audio content is handled from a single control center. Choose the optimal volume level. Let your customer hear and listen to you, not leave the store sooner because of noise.
Digital Signage solutions are meant to be a pleasant guide, not an intrusive companion you want to get rid of as soon as possible.
- Create a path from the store entrance to the checkout.
- Give the customer what they need.
- Get the desired result for yourself.
Important!
Content on digital signage must be useful, informative, concise, clear and readable from a distance of 3–5 meters. Overly bright and flashy clips can both attract and repel consumers — balance is essential. Using a playback logic based on the “customer path” principle: saw, wanted, bought, advertising content helps increase sales of promoted goods or services. CONTENT must lead the customer (and the seller) to the final goal — a purchase. And in no case distract them from it.
Too much information
When implementing Digital Signage, many business owners make a mistake — they want to amaze customers so much that shoppers’ eyes end up darting around. Different (sometimes incompatible) information flickers from various screens. Visitors to the outlet become confused. In such cases they are more likely to make a purchase where they feel emotionally more comfortable.
Conclusion
All monitors should display content created in a unified corporate style that takes into account all the aspects listed above. Monitors should not compete for the visitor’s attention. They must work together, complementing each other!
Digital Signage: pleasing everyone
Another irritating factor is content people don’t like. This could be aggressive advertising, news, sports broadcasts or music. You can’t please everyone, but…
When preparing a content plan, analyze the preferences of the target audience and broadcast content that best satisfies their tastes. Broadcasting a football match is appropriate in a sports bar, but not in the corridor of a medical center. Likewise, there’s no point in playing long commercials where people don’t have time to watch them (train stations, petrol stations, etc.).
Keeping up with the times and implementing advanced technologies in cinemas, Retail and HoReCa is the right decision for progressive companies. The main thing is to use technologies not for the sake of technology, but for results. So before ordering a Digital Signage system, ask yourself:
- What will the customer gain from this technology?
- What action should the customer take after interacting with the technology?
- What result do I expect after implementing digital solutions?
