Digital signage is no longer a luxury for brick-and-mortar companies, but rather a requirement.
It enhances physical sites and provides customers with a top-tier in-store experience, making it a crucial tool for the company. In fact, studies reveal a 46% increase in customer satisfaction in retailers using digital signs, and 76% of consumers say they enter establishments as a result of them. Sales and customer pleasure are clearly directly impacted by signage, and merchants which refuse to adopt a more contemporary and digital approach to in-location marketing will fall behind.
There are a few important things to consider before and after distributing any content if you are new to digital signage and are about to start your first project. The following five tips will put you on the path to success:
What are your ambitions for digital signage? Do you want to use tailored advertising to attract customers and increase sales? Or perhaps you want to inform them of the most recent safety policies in place at the store? Establishing your content goals early on is essential to a successful digital signage project because it will guide your decisions and show you which types of content—messaging, layout, and delivery—to use.
Judicious use of screen space
Even before creating the content, choosing the location of your digital signage in-store is undoubtedly one of the most crucial aspects to guarantee project success. It serves little purpose to spend time and money designing material for signage if customers cannot see it. To provide your expert content productions the most chance of getting observed, it is crucial to mark out the most advantageous views in-store that offer high visibility and significant foot traffic.
Content creation and deployment simplicity
The tools you have at your disposal and your skill level will determine how well you can create content for your audience. For example, the CMS from Popshap includes pre-made templates that make creating and deploying content simple. They don't necessitate visual design expertise and don't cause delays from having to create the material from the start. The key to good in-store marketing and messaging is consistency, so having the tools to swiftly push out information and make modifications as needed will be quite helpful. You must arrange when and to who you will reveal your material after determining what content you will display.
In order to instantly broadcast dynamic and tailored content to customers in real-time as they are recognized in front of the screen, audience analytics tools are ideal for this. The system plays information that is thought to be the most appealing to the individual in front of the screen after anonymously determining their age and gender. Before the campaigns go live, several versions of advertisements or marketing campaigns are built up using a rules-based setup in the CMS. Simply set it and forget it, and AI technology will do the rest!
Does your digital signage system offer the option to operate offline? This is something you should take into account before your project begins because you do not want to be greeted by blank screens in the event that your internet connection drops. The greatest choice for consistency and peace of mind is to choose a digital signage solution that enables you to present eye-catching visuals to your consumers both offline and online.
After publishing material, you must have a method in place to track its effectiveness. You are ultimately left in the dark with no guidance on how to better upcoming projects if you don't have content performance information.
Making a Success Plan
According to research, 39% of projects fail because of a lack of planning. You can make sure you get off to a good start in maximizing your brick-and-mortar digital signage and attaining the maximum ROI possible by taking into account these five considerations.