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Digital signage as entertainment drives sales

April 6, 2012 by Jeff Hastings — CEO, BrightSign

Sure, digital signage has been a popular messaging solution for entertainment venues like sporting events, movie theaters, amusement parks, casinos, museums ... but imagine the uplift in sales that can be realized by using it to provide real entertainment.

Consumers are bombarded with messages at every turn today and have become immune to all but the most innovative, most engaging signage displays. Interactivity and mobile integration have become key to engagement with digital signage because they can turn passive customers into fully engaged buyers.

There are now digital signage players that have been enhanced with special scripting to deliver audio and video streams to an existing TV, opening a whole new world of exciting entertainment opportunities. Bars, restaurants, cafes, gyms, retail chains and other public venues can use them to engage their visitors and enhance their experience while building brand awareness and driving increased revenue.

Source - Roqbot

One company in this arena is Roqbot, the developer of an award-winning business music service service. Combine Roqbot with a digital media player and you have a social jukebox system getting major attention through the introduction of an engaging visual element. With a solid-state digital signage controller connected to the Internet and an existing TV, it can be used to play Roqbot's streaming music and synchronized video of the applicable cover art and yes, even promotional images/videos provided by the business subscriber or sponsors.

Applications like Roqbot offer sophisticated new ways to engage a customer within a business. For example, the application lets visitors to subscribing businesses use their smartphones to see what's playing, pick songs and vote on the queue. After six months of using the Roqbot social music system, San Francisco's Bar Basic has seen increased traffic, a longer dwell time and gross sales increasing by an average of 26 percent.

Another company, Muzak, a Mood Media company, uses a Web media platform to enable retailers to create their own in-store radio station by combining music that reflects their brand with messages about product offerings and specials. According to Muzak, retailers who brandcast their business can enjoy increased sales of up to 30 percent.

Trivia services provide a similar type of involvement solution that enhances the visitor experience with either individual or team play. It's why bars and entertainment businesses have trivia nights with digital signage streamlining, simplifying and aiding that interaction/involvement.

Source - Roqbot

Music, engaging visuals, even scent all play an important role in defining the brand in-store. When looking for a digital signage player for dynamic applications like the ones mentioned here, be sure to find a solution with an open platform that easily links to virtually any live data source — and one with proven reliability in the field, ease of installation and minimal maintenance requirements.

About Jeff Hastings

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