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While architects and design consultants understand the importance of digital signage solutions for promotional and wayfinding purposes, many businesses do not. New businesses, in particular, fail to realize the hidden potential of high-quality wayfinding and signage solutions.
Signage is more than just a platform for advertisement and mapping.
Signage is also a crucial architectural element. When signage systems are both functional and aesthetically sound, a unique visual language is communicated. This can result in a holistic and unique experience for visitors within the retail space.
For design consultants advising new businesses, signage can transform an existing operating model, enhancing the customer experience. Design consultants can create a retail blueprint with signage as a digital differentiator for future growth.
Design consultants and architects in an advisory role can use the information below to help businesses achieve their strategic goals within their new retail space.
Understanding the Importance of Digital Signage Solutions
Businesses can use digital technology in a combination of ways to build a relationship with their audience. From building an online presence to making use of digital signage solutions, technology presents opportunities for businesses to better engage with their customers.
Digital signage displays are an important facet in today’s retail experience. The use of digital signage gives businesses a competitive edge. Other benefits of digital signage solutions include
- Reducing administration cost
- Running time-sensitive ads
- Displaying relevant ads according to the season, time, or day of the week
- Adding a platform of interactivity
- Creating an effective platform to test marketing initiatives
- Leveraging the power of video
While these benefits are by no means exhaustive, they suggest key benefits that businesses may overlook by not using digital signage at their retail stores. Similarly, realizing these benefits is only possible when retailers properly utilize digital signage.
Businesses looking to grab the attention of potential customers can employ digital signage in several forms. Below, we look at five innovative ways that content via digital signage can increase customer engagement.
Displaying Targeted Content
Mobile technology can be incorporated with digital displays to engage passing customers. When embedded with software and tiny receivers, nearby customers can be targeted with relevant ads and discounts through the brand’s mobile app installed on their phone.
The mobile app can also tailor discounts and ads according to the customers’ buying history and shopping preferences.
In large establishments such as shopping malls, hospitals, and offices, static maps provide the same information to each viewer. Interactive wayfinding maps can tailor information that provides custom directions unique to each viewer’s personal requirements.
This eliminates confusion in large venues but also enables users to reach their destination in a more efficient manner.
Reducing Perceived Wait Times
One of the most detrimental aspects of a positive shopping experience is a long checkout line. Digital signage addresses this challenge so consumer-related businesses do not lose customers to a long checkout line.
When digital signage is positioned at point-of-sale, consumers perceive the wait time to pass more quickly. In fact, a recent study found that digital signage reduced the perceived wait time by nearly 40%.
In other segments and sectors of industry, digital displays can be used as an interactive check-in kiosk to expedite the intake experience. This is useful in business settings like medical offices where digital signage can decrease patient boredom, helping the perceived time pass more quickly.
Enabling Virtual Chats
Unlike static displays, digital signage can be equipped with a live advisory function that communicates with customers in real time. This interactive function enables shoppers to talk to product experts who can field their questions.
Having a “virtual” expert on hand can introduce a new level of customer engagement unavailable with static displays. Being able to provide shoppers with personal advice can influence consumer behavior, boosting sales.
Sharing Menu Details
Restaurants can also tap into the engaging power of digital signage.
The use of digital menu boards and eye-catching graphics enables businesses to engage customers. Digital menu boards can be an educational tool to share nutritional information and even cross-sell other products on the menu.
Similarly, digital menu boards can be used like retail signage to provide personalized discounts and promotional offers through location-based targeting. A digital menu board can also be used on display windows so passersby can learn more about the menu.
This can influence consumer behavior and, if the graphics are enticing enough, may make it easier for potential customers to decide where to eat.
Engaging with Digital Signage
Integrating good business design with digital technology can be complex. For design consultants and architects, signage can shape and guide the development of environmental information and architecture.
Digital signage provides endless opportunities for businesses looking to enhance their retail space to improve the customer experience. In an overcrowded consumer world, digital signage represents a unique way for brands to stand out.
AUTHOR BIO: Zak Zakaria is a Waymaker at dezigntechnic in Dubai who also previously worked as the company’s Graphic Designer and Art Director. Zak is a creative with work experience in multiple multinational agencies such as JWT and Saatchi & Saatchi. Signage design is a family business, making Zak’s personal experience with signage his longest professional commitment.
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