Five Key Considerations for Maximizing Your Digital Signage


The sheer wow factor of the images and content displayed on big, beautiful digital signage isn’t enough on its own to guarantee success. To maximize the return on your digital signage network, you need to go beyond the wow and consider the whys. Following these five key considerations will help you enhance your brand image, attract and engage customers to help increase transactions, and improve customer retention.

1) Consistency

There are many choices when it comes to the components that make up a digital signage network, and while they may all work together technically, the overall experience may suffer from a lack of consistency. The network itself can become overly complex, creating issues in your ability to manage things smoothly. Features like System-on-Chip (SoC) and a Smart signage platform can make it easy to centrally manage a digital signage network down to the individual displays, while delivering the power to create customized content and support dynamic interaction.

2) The right sign in the right place

The wealth of available options in digital signage gives you the ability to communicate to your customers 24/7. Direct View LED (DVLED) displays designed for outdoor use can welcome customers with current events and brand messaging. Once inside, large and small format digital signs can be used to highlight specific products, services and offers, while stretched displays and flexible, curveable displays can be used in areas previously not considered for digital signage. Large format video walls work with the environment as backdrops or as attention grabbers, luring customers to a select area. Touch screens are ideal for wayfinding and the interactivity can create a more personalized experience leading to increased revenue opportunities.

3) Integrate digital signs into a complete marketing effort

The one-to-one approach of word-of-mouth advertising has been virtually replaced by the one-to-many power of social media, with user-generated content having an influence on what people buy. Astute business owners are now employing a multi-layered marketing approach that incorporates social media third-party testimonials into their digital content for a more personalized message that imparts trust and encourages loyal customers to engage more often.

4) Using all the power that digital signs provide

Digital signs are brilliant advertising vehicles, delivering messages that get noticed. However, they can do so much more. Touch screen digital signs can be employed as self-serve kiosks in QSRs or other businesses that want to provide excellent customer service and reduce labor expense. Small format displays are dynamic and can be easily updated to improve customer satisfaction and maximize sales – boutique merchants can deploy them as endless aisles, even endless shelves, allowing the merchants to compete with larger chains and Internet outlets. Beacons are another exciting option that can track a person’s movement to display relevant products and offers, speed up checkout times, and push additional, personalized messages that enhance customer engagement.

5) Stay in step with your customers

The power and dynamic capabilities of digital signs to get your message seen will be lost if the content you display doesn’t connect with your customers and improve their immediate experience. To ensure that your target audience stays engaged, keep your content relevant and timely. The dynamic nature of digital signs and the ability to quickly update content give you the power to make sure the content you deliver is in step with your customer’s needs, including the ability to stay relevant with the latest trends.

When planning your digital signage network, keep these five considerations in mind and you’ll be well on your way to elevating your brand image, creating a better customer experience and boosting your bottom line.