How digital signage reduces perceived wait times
Moving beyond traditional transaction-only devices, POS applications now connect with data, people and numerous devices to create a smarter customer journey. As one of the top frustrations for customers in-store, organizations are considering queue management a top priority, turning to digital signage to solve the problem of unpredictable waiting times and managing customer flow.
Draw attention away from the wait itself
David Maister, in "The Psychology of Waiting Lines," says, "Occupied time feels shorter than unoccupied time." Retailers are employing this logic using digital signage to draw attention away from the wait itself and minimize boredom, offering a more professional treatment for customers. By strategically placing digital signage around hotspots where dwell times are longest, relevant messaging can be displayed to entertain and inform customers.
Video walls and large digital displays located at till points provide endless possibilities for retailers to capture the attention of customers waiting in line. Integrating news updates, weather reports and sports events keep customers interested, whilst key business information reinforces brand engagement and company culture.
Influence customers at the point of purchase
As well as a means of entertainment, retailers are using digital signage to add value to their business. With seven in 10 customers purchasing a product or service because a sign caught their eye, digital signage at the till point is a perfect place to influence customer behavior and drive upsells.
Using vibrant visuals and animated content, retailers are conveying brand related messages, promoting their latest products and services and showcasing marketing campaigns. Using digital signage in this way is enabling four in five product brands to experience a significant increase of up to 33 percent in additional sales.
Quick-service restaurants represent 20 percent of the digital signage industry and are using digital menu boards, positioned directly in line with customers' line of site to drive impulse purchases at point of sale.
Across the U.K., tablets, interactive kiosks and video walls are becoming the standard for financial institutions, providing a much more engaging experience over traditional printed posters. In fact, over 60 percent of banks use digital signage to convey a message, of which 75 percent is banking related.
Organizations across a number of industries are gaining total control of the customer experience by developing an efficient approach to long wait times and customer flow.
Queue management integration
Digital signage is already being integrated with queue-management systems, due to this technology showing a direct link to increasing customer satisfaction and reducing perceived waiting times.
Providing queue-management information such as calling customers forward, displaying directions to till points and estimated waiting times, digital signage is reducing the perceived wait time at checkouts by as much as 35 percent.
With fast business competition and the pressures of creating a multichannel customer experience, retailers are becoming fast adopters of digital signage for queue management. Other industries are also discovering the benefits of using digital signage in this way, health care facilities use displays to entertain visitors and reduce anxiety during their wait for an appointment.
In the transport industry digital signage is reducing perceived waiting times by keeping passengers updated during service disruptions and emergencies, with real time updates screens can deploy vital information to help ensure passenger safety.
Sources: Lavi Field Study; How Digital Signage Improves Queue Management; Fedex Office Study; Digital Signage Today
Celia Anderson Celia is the Digital Marketing Assistant for SignStix, a multiple-award-winning digital signage platform. She is a creative marketer with a passion for helping retailers enhance their online and in-store experiences through digital technology. www