Digital signage scores with stadium customer experience
A sports arena is already an incredibly exciting place, as fans sit on the edges of their seat during critical plays and as they cheer in celebration at amazing athletic performances. With all that energy, how can digital signage contribute to the fan's excitement and experience? And how can integrators deal with all the issues and challenges that come with digital signage?
Provide entertainment, not just information
Mike Marusic, COO of Sharp Electronics, believes the real value of digital signage is to provide entertainment and interesting information to fans.
"It's not just about the statistics," Marusic said in an interview. Digital signage shouldn't just showcase impersonal information like scores, it should also tell a story. For example, a display could give information about a player's family, hobbies and interests. Remind the audience that their favorite football, basketball or soccer player is a person just like them.
Stadiums can also use interactive kiosks to get fans more involved in the experience. For example, a stadium could set up a selfie AR kiosk that allows players to take selfies with virtual players or virtual swag.
Deliver flexible content
Stadiums might primarily host sporting events, but they also host concerts, corporate meetings and religious events.
"Our requirements varied from game day to non-game events. First, we wanted to provide a state-of-the-art sports viewing experience to our fans at Dash games. Second, we needed a plug and play system that would provide for the special needs of our non-game events," said Corey Bugno, vice president of corporate relations for Winston-Salem Dash, a MLB team based in Winston-Salem, North Carolina. "These needs ranged from corporate presentations to slide shows for the six local proms that we hosted in our facility."
Digital signage vendors can meet this need by offering powerful content management systems that can handle a wide range of content. They can also provide 4K displays so non-profit organizations and companies alike can deliver compelling content.
Guide a fan's experience
Digital signage can be useful not just to provide information and entertainment, but also to guide a fan's experience: including wayfinding.
Marusic pointed out that stadiums can use digital signage to guide fans from one end of the building to another. If a stadium, for example, wanted to guide fans towards an interactive kiosk or a product stand, they could use digital signage to point consumers in the right direction. They could also use wayfinding kiosks, which contain "recommended areas" for a customer to visit.
Stadiums could also use analytical tools such as Internet of Things sensors to discover where fans tend to wander, and how to guide them in the right direction.
All these tools allow a stadium to "get a greater value," according to Marusic.
Digital signage should ultimately enable fans to get a better experience out of the game. It should not be a distraction or merely an advertising tool, but rather something that offers real value to fans.
And, by creating the best customer experience, you can also boost the bottom line. Happy fans spend more time and money.
Image via Sharp.
Companies: Sharp Electronics
Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.www