The business case for digital signage in the waiting line
By Perry Kuklin
Director of Marketing and Business Development, Lavi Industries
Digital signage provides an opportunity for businesses to reach their customers through electronic displays that deliver an array of information using images and videos. When placed in public venues, these digital displays reach more Americans each year than online videos, according to a TTV Marketing report.
Digital signage delivers both educational information and entertainment to customers during their wait in line. It also prompts them to actions which will better serve a business' customer flow and bottom line.
Why business are choosing digital signage
According to the same TTV Marketing survey, 78 percent of businesses report using digital signage and half planned to increase their digital signage budgets.
The popularity of this system is growing because of its ability to target customers through a fluid design. Getting the right message, to the right people, at the right time and the right place is a critical issue in a company's ability to engage its customers. Digital signage gives businesses the ability to control their messages to their customers at any given point in time at any location.
With the right media manager, a company can control its media messages across multiple stores and regions from a single location. One control center has the ability to reach hundreds or thousands of people, and prescheduled playlists can align with sales, new product introductions, time of day, regional differences, local preferences and much more.
Additionally, digital signage is proven effective. Compare these recall rates as reported by Nielsen:
- Online Banners, 3 percent
- Magazines, 21 percent
- Radio, 27 percent
- Billboards, 30 percent
- Television, 32 percent
- Digital signage, 52 percent
Digital signage improves queue management
Great impact lies in using digital signage to improve the waiting line experience and influence sales in the queue and at point-of-sale.
The infographic below summarizes the case for digital signage:
Reduce perceived wait times
Engaging and informational videos, carefully selected advertisements, how-to videos and customer testimonials all provide entertainment to pass the time — distracting customers from the wait itself to avoid potential frustration or irritability. In fact, digital signage has the ability to reduce perceived wait times at checkout by as much as 35 percent when combined with a savvy in-line merchandising approach.
Manage expectations to obtain, and keep, happy customers
Digital signage aids in managing customer expectations. When people are informed of approximate wait times, the impatience of waiting is tempered, calming nerves and reducing perceived wait times. Real-time announcements can then be used to keep customers informed on the status of their progression toward the ending transaction point.
Additionally, digital signage organizes a system to clearly show whose turn it is next at the register, or point of transaction. The flow of customers is better facilitated due to decreased agent "down time," and the stress is taken out of customers having to make decisions or pay careful attention to their turn in line.
Sell more by adding in-line merchandising
According to a FedEx Office study, nearly seven in 10 customers have purchased a product or service because a sign caught their eye.
Strategically selected videos and advertisements can boost product awareness while also making a call to action. Timely and relevant information prompts customers to stay engaged in the shopping experience, and by coordinating in-line merchandising with digital signage a business can drive impulse sales.
Delivering effective digital content
Location and display placement
Once a company has set its communication goals, then it must strategically place its digital signage. Location and height placement are key to delivering content effectively. Do not overwhelm a location with competing images or sounds, and be mindful to place screens at a proper height for ease of viewing.
A company should invest in quality content that communicates its message effectively and presents its organization in the best light. The goal is to positively engage customers, giving them an outstanding perception of the brand and compelling them to actions, such as buying or asking for more information.
Display fresh content
A digital display by nature has the ability to change its content frequently. Keep targeted information updated by using a set of videos and images that can be automatically changed at specific points in time.
Choosing the right digital signage solution
The right digital solution will be centralized, scalable, customizable and integrated with queue management. It should coordinate and manage content for all displays from a single dashboard. It should create consistency across channels so customers receive accurate, up-to-date information about products and purchases. The single control center will have the ability to control one monitor or hundreds of monitors across numerous geographical locations, reaching hundreds or thousands of people.
The digital signage system will be able to create unlimited playlists to distribute media based on targeting criteria, with the ability to control individual displays or customized groups based on regional differences, local preferences and much more.
The ultimate impact of digital signage in the queue management system cannot be ignored. The ability to display call-forward information, expected wait times and provide relevant, timely information is valuable to obtaining and keeping satisfied customers — and that directly affects a company's bottom line.
Perry Kuklin is the director of marketing and business development for Lavi Industries, a provider of queue management systems and crowd control solutions. For more infromation on queue management resources, visit www.lavi.com.
Learn more about digital signage and customer experience.