Through his opening to the public, and his ability to evolve, digital signage proved to be the best communication tool for commercial businesses. A product of the most recent technologies, digital signage is a system composed of connected screens (linked to the Internet) where content is broadcast, managed, and controlled remotely.
A tool to inform customers in real time
The first and foremost use of this ability to be broadcast in real time is the provision of information. Thanks to the connected screens, customers receive all the information that the marketer wants to transmit to them. Whether A price, A sale, a new offer or a new service, it becomes easy to inform the customer. From their point of view, their desires for information are met, and this is a great advantage for the marketer in terms of attractiveness, the image transmitted and the trust created.
A tool that offers change
If the term “dynamic” often accompanies the terms “digital signage”, it's not for nothing; it's because That makes sense. It is obvious that the dynamic character implies something Of non-static, Of evolving, and Of variable. This is what digital signage offers: content that can be managed remotely. This management also implies that you can easily switch from one content to another, or that you can emphasize a specific message longer that you think is important, or that you could automate certain actions. So, the broadcast content follows perfectly without any human intervention and is part of a marketing logic to reach customers in the best possible way.
Digital signage also allows for a great diversity in the type of content that can be broadcast. From text, through static images, and animated images, up to videos, on one screen, or synchronized across multiple screens; there really are as many types of content you can broadcast. Customers are thus offered different types of content; this reduces the feeling of monotony, and Encourages their curiosity.
Contextual messages
This tool allows you to contextualize the messages broadcast, thanks to the possibility to change the broadcast in a few seconds, and to possible interactions with various external services. These can only be broadcast under certain specific conditions, which are defined in advance by the marketer. Meteorological conditions, the geographical position, the opening hours, the presence of certain people are all possible triggers for the marketing team to contextualize certain messages broadcast and to increase their impact on customers.
Psychological effects on customers
In the commercial field, beyond the general objective of notify, and of notify transmit information that is generally attributed to communication, this is also done to convince And to encourage action. Digital signage has several advantages in this sense. When the customer receives the information they want to see, He is reassured, This puts him in a state of mind of trust in the brand. Several customers can be reached by the images on the connected screens. Whether they are regular customers or new customers, they will all tend to become loyal to the store that trusted them, and who communicates with them. Sales periods or the launch of a new product are also special moments for digital signage. The style and the energetic nature of the images can be a very pleasant experience for the customer: they will not hesitate to act in the way they are encouraged to make a compulsive purchase, or to sign up for an offer.
Specific benefits of multi-level organization
New customers who become regular customers mean more products sold, and an increase in the average number of sales. Likewise, by transmitting numerous messages, connected screens serve as an intermediary between the brand and the customers. It is an effective way to get closer to customers, to start a dialogue with them. In addition, there is an aspect that should not be ignored when talking about digital signage. Some shops understood this well, and assisted by their agencies, they're brimming with creativity and ingenuity to transform their interiors and windows into real theater stages, in order to attract new visitors. Once the establishment is visited more often, overall sales start to increase, and the average basket becomes more and more full.
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