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An introduction to digital signage - Part 3

Competition is increasing in every area of business and retail, and the market continually expects more from those whom they do business with.  Product innovation, pricing and marketing are, of course, vital to this effort. However, a key factor that is often overlooked is engagement, both with customers and employees. The importance of customer engagement is obvious; it is the way to build loyalty and establish the potential for repeated business.  With customer loyalty in place, minor issues with pricing or marketing can often be papered over. Employee engagement is critical because it is the quickest and most cost-effective way to boost productivity. When employees are in sync with the mission, methods and business objectives of the organization, they are able to focus their efforts towards the common goal. Digital signs can play a major role in this integration. For both customers and employees, digital signs, with up to date and easily accessible information, provide the feeling of being part of an ongoing course of action and result in involvement and participation. Digital signs remove the limitation of one-way information flow. They now allow users to explore experiences, products and opportunities that are of specific interest to them.

Is digital signage for small businesses and shops?

Advances in digital signage technology mean that they are no longer prohibitively expensive, complicated to use or difficult to manage. Today even small organizations with limited financial and staff resources can afford to use digital signs to build their businesses and market share. In fact, the smaller the customer base, the more important it is to keep the engagement alive and proactive and this is what digital signs do. For small work forces, they offer an unobtrusive way for the management to interact with the staff and promote positive engagement.

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Digital signs – The bottom line

For most small organizations, the decision to go in for digital signage is based on the answer to the question – “What specifically does it have in store for me?” Here are just a few of the answers:

Information: Relevant content can be conveyed to the target audience quickly. An engaging channel of communication can be established with customers, employees and those who may become customers in the future.

Relevance: The content on digital signs can be changed and updated as and when required with no additional cost.

Simplicity: Content for all signs can be controlled from a central platform so that changes can be made quickly without the need to divert manpower to the job.

Brand development: Because of the attention that digital signs attract, the visibility of a business and its unique brand can be quickly established and then, due to the repeated exposure, continually reinforced.

Engagement: Digital signs are not limited to direct business promotion. They can give the audience news, videos, interactive content and anything else that will engage their interest and keep them coming back for more.

 Do not get left behind

 Digital signage is a big and rapidly evolving factor in the growth and profitability of a business, large or small. Those who are able to leverage this opportunity to their advantage will reap the maximum benefits and those who do not get on-board will be left behind. To know more about digital signs and how they can help your business, contact a professional signage company that specializes in digital signs.

An introduction to digital signage - Part 2


The first part of this blog looked at what digital signage is and where it stands today. To be able to effectively incorporate the use of digital signage in business promotion plans, a business must understand what the future of digital signage holds in store. The future is always unknown but going by current trends, this is how digital signage may evolve.

Personalization

The more directly a sign addresses a viewer, the greater the positive impact it makes. Real-time automated content could be received from external sensors or centralized information storages, to provide information that mirrors the conditions and situation viewers are in. For example, if it rains suddenly, a digital sign could immediately show where umbrellas or raincoats are being sold. Demographics and location will also provide inputs. A sign in the central business district could change at the right time, to show information that will interest office workers returning home.

Interaction

Built-incameras, sensors and voice/face recognition could take personalization even further. Regular customers can be greeted by name and can be asked about items from their regular shopping list they want at that time. Customers in a supermarket looking at flour, could be shown cake or pie recipes that may interest them and prompt their decision to buy. It is not as far-fetched as it may sound. Online shopping portals already offer customers, products based on their previous purchases as soon as they log in. Digital signage will bring the same experience to the real world.

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Is it worth the cost?

That digital signage is prohibitively expensive is a common misconception. As with everything else, technological advances are making digital signs more affordable and accessible.Whether it is with customers or co-workers/employees, interactive signs promote a two-way flow of information in real time and in clearly defined locations. No longer will a customer be told to “BUY XYZ.” An employee will not be told to “Be more productive.” Instead, the signs will provide information that is relevant to the viewer based on inputs like identity, time, specific location, previous interaction history and so on. This will make the viewer feel far more empowered and by doing so, it will make the viewer – sign interaction relationship a more positive one and will generate a desire to make a purchase or to be more pro-active at work.

The future is already here

There is a great deal that digital signs can do to promote business and increase profits. Not understanding the massive potential that exists, and how digital signage will impact marketing and sales, could leave a business in the same situation as one that did not understand the might of the internet a generation ago. Maximizing the use of digital signage requires creating and using the right signs, planning and budgeting. Working with a company that has expertise in signage, including digital options, is the best way to ensure that digital signage is used in a way that maximizes the return and produces tangible business results.