Digital signage is now a very popular medium and is used for a huge variety of purposes, from advertising and marketing to communicating public information in transport hubs, healthcare facilities and educational institutions. Every year, the versatility, quality and capabilities of digital signage continues to evolve.
Here are some of the ways that digital signage solutions can help to boost your business during the coming year.
Increased brand awareness
Digital signage can enhance the visibility of your brand by prominently displaying your company logo and colour scheme across your entire business. This reinforces your brand identity and makes it more memorable in the eyes of customers.Â
LED screens are suitable for both indoor and outdoor locations, and are available in portable poster formats for use at events and conferences. The high quality of the format means that images are many times brighter and crisper than traditional printed posters, making them visible and eye-catching whatever the location or weather conditions.
Dynamic pricing updates
If you operate a bar or retail outlet, you are probably already familiar with the concept of dynamic pricing. It’s the practice of adapting your pricing strategy in real time, in response to factors such as demand, supply levels, time of day, and competitor pricing. This enables you to respond to the market and maximise profits during peak business hours.
For example, it is standard practice for bars to have lower priced drinks to entice early-doors drinkers, and then gradually increase prices according to demand as the bar gets busier throughout the evening. As the custom tails off towards closing time, prices may fall again.Â
Similarly, a shop may elevate the price of sunglasses and ice-cream during a heatwave, and lower the price of welling boots and hot water bottles. This can be confusing for customers who may not understand why they are being charged a different price to what they expected.
Digital screens can be linked with tills to ensure that prices are adjusted instantly and automatically without the need for manual updates. This allows your business to stay at the cutting edge of competition, and customers will always be accurately informed about prices.
Increased customer engagement
Digital signage is an interactive format that can be used to enhance customer experience and engagement. This encourages them to spend more time in retail or hospitality environments, boosting sales. For example, touch screens can be used to help customers find particular products or navigate their way around the store.Â
LED screens can display video content, which can be used to showcase product demonstrations and help customers understand how to use a product, and the benefits and capabilities of the product, which they may not have been previously aware of. It’s also a good way to capture the attention in a crowded marketplace.
Timely updates for promotions and deals
Static signage takes a lot of expense, time and effort to produce and put into place. This can be frustrating in a large retail environment, where there may be multiple promotions, discounts, deals, offers you wish to advertise. Once the signs are in place, they can quickly become outdated and need to be altered or removed.
Digital signs can be updated from a central content management system (CMS), allowing you to instantly change the content of multiple screens within a matter of seconds. This ensures that your customers are always well informed with accurate information, and you can make the most of all in-store promotions and offers.
Targeted messaging
Digital screens can be programmed to make use of analytics tools. These collect data about variables such as customer engagement, dwell time, conversion rates, and so on. This enables you to track how well your content is performing and make improvements or amendments to optimise your messaging.
The analytic tools can also collate data about the demographics of your customers, and display content based on location, time of day, previous habits, and so on. This targeted approach enhances the relevance of the content to the customer, influencing their behaviour and making them more likely to take the next step in the customer journey.
Cost effectiveness
Printing and installing traditional static signage is a costly process in both labour and materials. You will find that the initial cost of investing in a digital screen is quickly offset by reduced spending on paper and printing services.Â