Digital signage top 5 stories: November 2017
Readers last month were wetting their appetite for Thanksgiving by devouring stories on restaurant digital signage. The top story in particular, examined McDonald's menu boards to see if they lived up to the hype.
Other top stories for November 2017 covered topics ranging from pitfalls to avoid when deploying digital signage to trends in the touchscreen industry. Another story examined how digital signage can help airports succeed, especially during a busy time such as the holidays.
Let's take a look at the top five most read stories for Digital Signage Today for November 2017. They are posted in reverse order.
The sunk cost fallacy is a well-known problem in business, especially in the technology industry. It occurs when you have a feature that isn't quite working but you have sunk so much money into it that you continue to invest in it just to break even.
This issue can affect digital signage as well if you don't take steps to avoid these three pitfalls: deploying it and leaving it; lacking an invested contact and failing to take the environment into account.
A lot of customers just want to get in and out when going to restaurants. Digital signage, however, can help encourage customers to stay a little longer.
You can use digital displays to run promotions that get customers to stay longer and spend more – for example, a table-service restaurant can show seasonal drink specials, or a counter-service restaurant can advertise a deal in which a customer shows her lunch receipt to get $1 off a cookie purchase.
And although your customers are staying longer, digital signage helps ensure that they feel less pressed for time.
One way to get more people to "interact" with your digital signage is to integrate interactive elements such as a touchscreen. With a touchscreen, your customers can engage directly with your branded messages, rather than simply being a passive observer. They can, however, be a bit of a headache to integrate. As a company, you have to deal with the extra logistics of integrating and maintaining the screens, not to mention developing interactive content. You have to consider how much it's going to cost you vs. a traditional display.
Digital Signage Today spoke with Raimon Chikhani, regional sales manager at Elo Touch, to get his perspective on the biggest development in touchscreens and addressing the integration and cost concerns.
For about a decade now airports have been implementing self-serve check-in airport kiosks to cut down on increasing wait times and give passengers multiple check-in options. As a result, major airports saw wait times drop 30 percent from 27 minutes to under 20 minutes average wait at check in.
After witnessing the immediate benefits of an airport digital signage kiosk, the self-serve technology industry began to plan what else computer kiosks could do for airports and the thousands of travelers passing through each day.
Airports have uncovered five key uses for digital signage kiosks: wayfinding; advertising; information; security warnings; and lost and found.
McDonald's has recently been investigating possible uses for digital signage and kiosks in its locations. However, the QSR giant has already deployed menu boards in mass. It was past time for me to analyze these menu boards to see if they were worth writing home about.
I examined the menu boards based on visual content, presentation and readability to see if they got the, "I'm loving it," stamp of approval.
Image via Istock.com.
Bradley Cooper is a Technology Editor for DigitalSignageToday.com. His background is in information technology, advertising, and writing.www