Digital signage is everywhere. We’re now so used to seeing screens displaying advertising, information and updates that it’s almost unusual to see plain old advertising signs anymore. Consumers expect to see screens wherever they look. Whether it’s digital menu boards, digital ordering screens or digital escalator screens; retail, hospitality, restaurants and airports all rely on digital images to display their adverts and information.
While we are now used to these everyday digital signs (London’s Picadilly Circus went fully digital in 2011), the next generation of digital signage is smarter and more useful than ever.
Here are some clever ways to incorporate digital signage into your digital strategy:
1. Interactive Mirror
Retailers use up lots of wall and floor space for customers to check how they look in the mirror. So why not make the space multi-function? You can now create a kiosk or digital signage with a bespoke mirror finish, switching seamlessly between reflective glass and a beautiful interactive screen. These screens come into their own in changing rooms where an interactive mirror can also be used to make requests for alternative sizes, items that coordinate or even post a selfie to invite opinions from friends.
Digital signage works best as part of a cohesive multi channel strategy. Linking website to mobile to instore is now possible, making digital signage a core part of the customer journey. In store, responsive digital signage can guide and influence customers from entry through to payment and then departure providing consistent messaging at every step.
Consider your high-bright window screens displaying a welcome message as customers approach. Wayfinding screens at the entrance provide clear information about how to find what they are looking for. At the shelf edge, screens display product information according to what products they pick up and browse. In the lift or on the escalators shoppers see features on new product ranges or special offers. While they wait at the till the large format LED wall shows fun content to encourage sharing with friends. Finally on departure the double sided screens at the entrance thank them for their visit.
The technology exists to enhance this further with targeted messaging according to gender, age or even what brand of trainers they are wearing!
The ability to purchase all of these devices from one supplier, who will also design, install and maintain your content management system gives you the best opportunity for success with your digital transformation.
3. Product information – lift and learn
Advances in RFID and NFC means that digital signage knows what customers are interested in. Sensors placed on shelves and hangers detect when products are picked up or moved and display corresponding information at eye level. Interactive options then allow customers to click through to find out more or even request their size is bought straight to them.
As we’ve seen this year with Amazon Go in London, RFID can also be deployed widely across the estate to allow till-free shopping and using this same technology means products only need one type of tag to allow for a wide range of interactive functions.
4. Bigger and bolder
Why settle for a plain wall or static image? Digital screens are getting bigger and better – it’s now possible to display advertising on bespoke screens over 100 meters wide using clever LED tiles. The tiles mesh seamlessly together on a framework and are then programmed to display custom designed images. Used to great effect in stadiums, high streets and exhibitions around the world, massive digital signage is improving in quality and reliability and is always impressive to behold.
In store advertising and signage is usually silent. This is usually because most OOH environments are too noisy to hear much additional sound, and generally trying to advertise the same way as on TV and radio would feel intrusive.
There are times where sound can enhance digital signage though; adding accessibility for the blind or partially sighted, or creating an attention-grabbing noise as a novelty. In the right context it’s easy to add sound to digital signage and use it to great effect.
6. Internal Comms
Here at Evoke HQ, we use our digital signage to display company updates, welcome messages to visitors and share information. With 75 staff in offices, factories and warehouses across our HQ, many of whom don’t regularly have access to an office PC, we rely on our screens to keep everyone up to date.
Digital signage isn’t just for advertising, it can be a vital way of sharing information. Our Core and Connect software makes it simple to create and share content too, so the system could be deployed in any type of office, not just a tech firm!
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