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WHAT IS THE PURPOSE OF DIGITAL SIGNAGE?

by Ragini Salampure
WHAT IS THE PURPOSE OF DIGITAL SIGNAGE?

With the evolution of technology, digital signage brings new possibilities to the realm of the commercial environment. Since we are living in an epoch of changing signs, static images no longer hold power to create lasting impressions in the minds of the consumer. Now, what is digital signage? The term digital signage simply denotes a digital screen that shows signs. They are quite flexible as they take several forms ranging from small screens to giant video screens on city walls. The LED/LCD display would show video, graphics, animation, motion pictures or any similar content to promote business. The content would be custom designed with the aid of various software in such a way that it would enhance the experience of the consumer.

‘What is Digital Signage?’—Uncovering the unknown term

Digital signage is actually the meeting ground of physical and digital terrains in today’s socio-economic context. Since digital interaction is something that an average consumer seeks these days, this mode of marketing can, in fact, overcome all the limitations of print interactions. However, the process involves certain steps such as site surveys, installation, procurement and content creation. With reliable companies coming to the fore, businesses can fulfill all their digital signage needs at affordable prices. 

Since digital signage is also helpful in delivering informational content, every enterprising company can make use of this option as an effective tool for communication. In many ways, enhancing the shopping experience of the consumers will directly/indirectly lead to an increase in overall sales in any business. Since humankind has moved on from the concept of absolute space to fragmented spaces, the addition of digital space would only contribute to the holistic growth of any company.

Also, huge inventories and lower prices will not work wonders anymore as customer experience is the primary field where one needs to score. This is why businesses are depending on technology for aid. Though there are several options available for the consumer in the wake of globalization, nothing matches the fame of digital signage.

The Perks of Digital Signage

  1. AUTOMATIC DISPLAY CHANGE.

With the help of regulated software, the displays can be programmed to change at any time, which is impossible when it comes to conventional modes of signage. The major advantage is that the change does not happen manually as the software does all the work. For instance, fast food chains usually display menu boards and the changing prices of items during happy hour and on offer days. Such an option is extremely helpful, especially during flash sales. The changes that occur at particular hours are pre-programmed and would benefit the business. If you’re running this kind of business, digital menu boards are the best option for you

 The assistance of the software will also help to simultaneously display different ads using different screens in a given location. The adaptability of the digital signage platform allows companies to include an AI component which would prove beneficial in determining the popular items and less preferred items and hence promote these products to boost sales.  

  1. MAKING CUSTOMERS SELF-SUFFICIENT.

Since self-service is the order of the day, customers also expect the same. Customers these days prefer self-service over approaching a support staff. According to a survey conducted recently, it was found that mediocre customer experience led to a 56% loss in business. Hence, it is vital to adapt according to the changing consciousness of the times. Digital signage ensures that the customers do not need to interact with the employees to arrive at a decision regarding purchase. They get all the necessary information via digital screen, and in doing so, they can satiate their preference for self-service. This is a great relief for businesses since providing digital support is more cost-effective than human support.

  1. INCREASED RECALL RATES.

Though the primary aim of most of the in-store advertisements is to attract customers and encourage them to purchase products, sometimes these ads have a different function—to make the customers aware of the forthcoming events like sales and in-store arrivals. As digital signage makes use of videos, it leads to greater recall rates when compared with static images. This difference is not minimal. 

A recent study on the impact of digital billboards on consumers proved this point: 82% of people were able to recall a minimum of one ad among all the ads they saw in the past thirty days; 68% recalled two, and approximately 48% recalled three. Moreover, nearly two-in-ten people discussed the advertisement they saw with another person—thus expanding the reach of the product/the brand. So, it becomes quite evident that the amalgamation of graphics, movement and content plays a crucial role in increasing the overall recall rates.

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