How to Convince Your Company That It Needs a Digital Signage Strategy

Feeling some resistance to your digital signage strategy? We give you all of the information you need to make it a reality.

Innovation

Oct 2016

How to Convince Your Company That It Needs a Digital Signage Strategy

If you’re a stickler for static signs or letting your digital signage screens play out without much input you may think, why bother with a strategy?

And hey, it’s your party. But what if digital signage is a staple in how you communicate with your customers? If the screens in your store, office or showroom are the first thing that people connect with and use to build up a vision of who you are?

Studies taken back this up. 

Did you know that 29.5% of customers find digital menus influential for purchase of product? Or that digital media in public venues reaches more customers than videos on the Internet or Facebook. Perhaps you didn’t know that 8/10 customers have entered a store because of a digital sign catching their interest.

All around you companies are using digital signage to build an identity and create a communication strategy that actually lets them speak to their customers. 

Want in? Here, we give you our most valuable insight for persuading your company that digital signage is the new social media.

Increasing footfall (and managing it)

We’re a generation of digital shoppers. We shop online, we use our smartphone to support purchase decisions and in store, we expect our digital journey to be just as significant. According to Retail Week, 40% of shoppers say in store technology is a benefit. This means that if you use digital signage in your stores, you’re saying to the world ‘we embrace technology’. 

As we mentioned earlier, 80% of customers enter a store when they see a digital signage. Ergo: digital signage helps attract more customers. 

Not only does it help attract more customers, it also helps to manage them. 

Ever worked in retail and felt that lunchtime rush of shoppers? You can shout frantically for Bill to get off of his lunch break, or you can turn to your new favorite employee: the digital signage screen. Screens can be used for store browsing, payment processing, product displays, wayfinding, information and feedback. 

Multiple jobs for one simple (and affordable) system. Helping you to attract, manage and retain more customers. 

Information that gets read

How many people really read your static signs and notices? Unless they need to know where they’re going, it’s likely they skip past. Yet digital displays capture 400% more views than static displays. So when you go digital, you’re actually increasing the attention focused on your messaging. This makes digital signage the place to show room bookings, emergency information, last-minute updates and of course, your delicious new press material. 

Still in doubt? Prime Burger, located in one of the UK’s biggest exhibition spaces, London ExCel, has increased sales by 50% like-for-like by replacing its static white signs with digital ones. 

That’s quite a lot of burgers you know.   

Perception and quality

Digital signage lets you give away your brand values to customers, without a big sign that says ‘look how great we are’. Firstly, it shows investment. Digital signage solutions are much more affordable than they were five or even two years ago. Yet they still imply quality.

More than two thirds (68%) of consumers believe a store’s signage is a reflection of the quality of its products or services. It’s why we see visual displays popping up at every shopping mall in the world. Big retail brands like Hollister, Victoria’s Secret, Nike, Tommy Hilfiger, Apple and even Primark (the UK version of Forever 21) have adopted digital signage in store and at the front of it.  

Not only does this convey information fast, but the signage can become a talking point itself. Three out of four consumers (75%) said they have told someone about a store based simply on its signage. A huge door opener!

Customer interaction

Some of the best experiences we can have at events, in retail environments and even in the office are the ones where we’re most involved. One of the best ways to make people love your brand and business? Make them feel like it’s their brand.

Digital signage can bring your customers, staff and partners into the fold. Firstly, through social media that’s visually available in your offline world. We see screens everyday yet there’s still a certain kind of novelty when we see our own content up on screen. Set up a Twitter wall in your foyer, event space, store or restaurant and ask people to tweet you their feedback.

It’s going to happen. 

Secondly, physically interactive digital signage allows customers a more [insert immersive/interactive/experiential] experience. This can only be a good thing. When we touch information, navigate it and choose where it’s going, we become active in our experience. When we walk past a static screen we’re more likely to be passive voyeurs who may or may not take in the message.

Take one of our clients Felio Sylvania, who used ScreenCloud to create an awesome interactive showroom experience for customers. They don’t just tell people about their lighting, they let them walk through and see how it looks from different viewpoints. This positions Felio Sylvania far ahead of their competitors and in turn, creates people who love their brand. 

Digital signage did that. 

Putting everything to one side for a moment, what we’re really trying to do here is give you the vehicle in which to prove the importance of digital signage for your business. To get that budget signed off, to realize the potential of the screens you already have and to maximize your company’s mission, through digital communications.

Once you’ve done that, our software is designed to make the next few steps just as easy. Try our 14-day free trial and see just how easy it is to get your digital signage content up onto your screens. 

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