At an age where customer engagement has dictated brand visibility, digital signage has taken a step up from being just a vehicle for distributing information, to being a complete entertainment package, captivating the audience and engaging them at the purchase point. So, what does the year 2015 hold for the future digital signage? Let’s find out.
Digital Signage – a New Age in Communication Technology
Signage boards have long been a part of advertisement strategies. As of late, the inclusion of digital technology has made using signage more flexible and functional. Signs can be customized according to requirements and they can even display buying trends in real time. The reach of digital signage has improved over the years, owing to the increased level of customer satisfaction it has achieved. Let’s consider some statistics that bolster the use of digital signage:
• Digital Signage has a 47.7% effectiveness for brand awareness.
• Digital Signage creates a 31.8% increase in overall sales volume.
• 42% of retail video viewers would prefer to shop at stores that have video displays, if given the choice.
• Digital Signage increases the average purchase amount by 29.5%.
• Digital Signage generates 32.8% growth in repeat buyers.
• 81% of consumers are most interested in seeing video programming for the store they are in.
Four Trends to Watch
More screens everywhere. This year, we’ll see an increase in 4K-Ultra HD screens. Low price and high resolution are driving this trend. As screens become larger, and the costs come down due to competition, there will be a proliferation of high resolution screens in digital signage. However, industry trends tell us that small screens will go into mass production and the demand for them to be located at strategic points for optimum customer engagement will be optimum. We’ll see the trend play out especially in the hospitality and retail sector.
More interactivity. Gone are the days when signage was meant to be admired and studied from a distance. Now, with signage at our fingertips, we can navigate through digital catalogues and find products or services in a store. Interactivity is the new trend in digital signage, and enterprises are leaving no stone unturned to ensure that communication gets up close and personal among the customers and their products and services. Technologies like facial recognition and near field communication (NFC) are aiding in the adoption of digital signage and aim at making the medium feel as close to consumers as users feel to their tablets and smartphones, enriching the overall experience of content consumption.
Increased use of digital signage for data visualization. Rather than simply advertising, companies and brands are going to use digital signage to help make analytics and information easier to consume, particularly in schools, at sporting events, supermarkets, and in retail stores where data is being processed and made available for quick viewing and analysis by the customers. The hospitality sector is another place where information is being rapidly processed. Digital signage will be used so that customers can browse through food menus and place their order rather than waiting for a server to take it. The latest NFC in the digital signage industry will tout the usual benefits like remote access, flexibility, easy updating, and upselling, but it will also ensure better customer engagement in the times to come.
Mobile continues to evolve. Mobile will continue to influence the purchase journey of consumers, as well as the configurations and applications of digital signage systems. The industry will have to focus on converging mobile, Internet, and display solutions to create new customer encounters and help to drive repeat sales for businesses and marketers using this complex formula.
What do you think will be the impact of these trends on the digital signage industry? Which industry trends have you been looking at? We would love to hear your thoughts.