Digital signage to enhance the customer experience

Through its openness to the public, and its ability to evolve, digital signage has proven to be the best communication tool for commercial enterprises. A product of the latest technologies, digital signage is a system made up of connected screens (linked to the Internet) on which content is broadcast, managed and controlled remotely.

A tool to keep customers informed in real time

The first and foremost use of this ability to broadcast in real time is to provide information. Thanks to connected screens, customers receive all the information the marketer wishes to pass on to them. Whether it's a price, a sale, a new offer or a new service, it' s easy to keep customers informed. From their point of view, their desire for information is satisfied, and this is a great advantage for the marketer in terms of attractiveness, image conveyed and trust created.

A tool for change

If the term "dynamic" often accompanies "digital signage", it's not for nothing; it's because it makes sense. It's obvious that dynamic implies something non-static, evolving and variable. That's 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 insist longer on a specific message you deem important, or that you could automate certain actions. In this way, the content delivered follows perfectly without any human intervention, and fits into a marketing logic to reach customers in the best possible way.
Digital signage also allows great diversity in the type of content you can broadcast. From text, through static images, and animated images, to videos, on one screen or synchronized across multiple screens; there really are so many types of content you can broadcast. Customers are offered different types of content, which reduces the feeling of monotony and encourages curiosity.

Contextualized messages

This tool allows you to contextualize the messages broadcast, thanks to the ability to modify the broadcast in a matter of seconds, and to the possible interactions with various external services. Messages can only be broadcast under specific conditions, which are defined in advance by the marketer. For example, weather conditionsWeather conditions, geographical location, opening hours, the presence of certain people - these are all possible triggers for the marketing team to contextualize certain broadcast messages and increase their impact on customers.

Psychological effects on customers

In the commercial field, beyond the general objective ofinforming and transmitting information that is generally attributed to communication, this is also done to convince and encourage action. Digital signage offers several advantages in this respect. When customers receive the information they want to see, they are reassured, which puts them in a state of mind of trust towards the brand. Many customers can be reached by images on connected screens. Whether they are regular or new customers, they will all tend to become loyal to the store that has placed their trust in them, and that communicates with them. Sales periods and new product launches are also ideal times for digital signage. The energetic style and character of the images can provide a very pleasurable experience for customers: they won't hesitate to act in the way they're encouraged to, to make a compulsive purchase, or to sign up for an offer.

Specific advantages of multi-level organization

New customers who become regulars mean more products sold, and an increase in the average number of sales. Similarly, by transmitting numerous messages, connected screens act as an intermediary between the brand and its customers. It's an effective way to get closer to customers, to start a dialogue with them. What's more, there's another aspect to digital signage that shouldn't be ignored. Some stores have understood this, and with the help of their agencies, they are overflowing with creativity and ingenuity to transform their interiors and windows into veritable theatrical stages, in order toattract new visitors. Once a store is visited more often, overall sales start to rise, and the average shopping basket becomes increasingly full.