Can Digital Screens Lure in Customers?
There is often debate around whether digital screens are effective, or if they can attract more customers. In this article, we explore how digital screens can be extremely efficient in drawing new and existing customers for retail stores and restaurants businesses. To begin, let’s start with the basics of digital signage.
What is a digital screen?
Essentially, a digital screen plays any type of content for different reasons. Often, this content will consist of information, photos, videos, streaming media, animations, or any form of graphic design, usually for advertising purposes. They can also be used for informational purposes, such as in schools or hospitals, however our focus here today is for commercial and advertising principles. These digital screens are often found in public spaces, transportation systems, museums, stadiums, retail stores, hotels, restaurants, and corporate buildings etc, to provide wayfinding, exhibitions, marketing and outdoor advertising. It has become impossible to walk down a busy street, go into a restaurant, head to an airport, or even go to a school anymore without seeing digital screens. It is everywhere, with different technology being used in lots of different ways for different purposes.
How does it attract people?
When retailers consider investing into digital signage, the first question is, “How will this attract customers?” In an age of technology, our eyes now naturally gravitate towards moving digital images as opposed to static traditional signs. Another important point to consider is that today’s consumer isn’t an easily impressed. In the 18th century, advertising was strictly static and text-based. In 2017, technology has become extremely advanced so advertisers must offer some sort of hook to attract hard-to-catch and uneasily impressed consumers. This is where digital signage comes in. Since our eyes are automatically drawn to moving objects, digital signs displaying full motion video are dynamic, not static and therefore demand consumer attention while holding it.
A common issue that retailers come across in self-promotion is cutting through all of the marketing noise and competition generated by other businesses, whether on radio, TV, newspapers and, magazines and other media forms. Digital signage can cut through those distractions by providing its own platform which strictly focuses on that specific retailer or business. Also, it allows you to target several target audiences. When content is looping and changing at regular intervals, you are able to convey multiple messages, appeal to various demographics, and promote multiple products, offers, or services.
Familiar Faces
Often, a familiar face can invoke a positive response and this method is often used within advertising and digital signage. When we see images of celebrities, many of us fantasize meeting or aspiring to be them. Digital signage in the 21st century has managed to transcend the average advertisement to incorporate even celebrities and athletes. Celebrity endorsements through digital signage immerses the consumer’s senses. Seeing a celebrity that we already idolize in motion with a product encourages purchasing products or services that bring us closer to them. This inspiration brings the sentiment “If they have it, I want it.” For example, Kiera Knightly and Chanel Perfume. Kiera Knightly embodies a strong, sophisticated and edgy woman an exaggeration or her already well known persona. Her endorsement with Chanel Perfume indicates that she trusts this brand to upkeep her image. Digital signage and celebrity endorsements is an excellent way to market to an audience without boring them and engaging their interests.
Interactive Digital Signage
Interactivity allows the consumer to engage with the content they are given. An attractive advertisement or promotion should offer the visitor the ability to engage the messages they are exposed to. Interactive digital signage allows the consumer to feel empowered by participating. Why? Offering the choice to participate makes the consumer feel as though are not being force-fed information. Interactivity also adds dimension to the advertising or promotion experience through touch, sound, and motion. Drawing on our senses and impacting us on a greater scale, a greater interaction drives effectiveness.
Digital Signage
• Can increase your company’s visibility and brand name
• Can help strengthen your customer and vendor relationships
• Can deliver critical information more efficiently
• Saves time
• Attracts attention better than traditional static signs
By Kristin Cappuccio
