Digital Signage has become something of a buzzword in recent years, particularly in the commercial space, but this is no short-lived trend. You’ve likely noticed businesses across multiple industries turning to digital displays, and the reasons are clear. Whether you’re looking for visibility, versatility or a more interactive customer experience, digital messaging provides numerous advantages over traditional, static signage.
If you’ve heard hype, but aren’t convinced of the efficacy, here are five of the biggest benefits from turning to digital signage:
- Digital Signage Captures More Eyes
First and foremost, if signage isn’t seen, it isn’t useful. Intuitively, most people would assume that dynamic displays with motion and color changes are bound to attract more attention, and research backs this hypothesis. An Intel study showed that digital signage captures over 400% more views than a static sign.
- Digital Signage is More Memorable
Displays that customers will see are good. Displays they will actually remember are even better. Digital messaging shows higher recall retention rates than static signage, making it a potential boon for business owners hoping for return business. Incorporating information about future sales or events in digital displays means this solution doesn’t only offer value on the day the customer is in the store, but potentially in the future as well.
- Digital Signage Offers Greater Versatility
A static sign cannot change in order to display new information or visuals unless you physically make alterations to it. Digital signage, however, can be updated easily and at a moment’s notice, as frequently as the owner wishes. Additionally, digital displays aren’t limited to one image and can cycle through multiple scenes, provide wayfinding/directions or explanations of menu items, or even show video.
- Digital Signage Improves Customer Experience
Apart from offering the opportunity to display more useful information, digital messaging also affects customers’ feelings about their experience in tangible ways. Customer research has repeatedly shown that dynamic, interesting displays considerably decrease perceived wait time for customers, and contribute to a happier overall interaction.
- Interactive Displays Let Customers Help Themselves
But perceived wait times aside, what about actual wait times? Interactive displays can be used as virtual check-in kiosks, ordering stations and can even potentially process payments, allowing for an expedited customer flow. This both accommodates customers who prefer a quick, frictionless experience, and frees up staff to help other customers who may desire more help or attention.