Views:643 Author:Site Editor Publish Time: 2018-05-17 Origin:Site
The many different uses of digital signage allow a business to accomplish a variety of goals. Some of the most common applications include:
Public information – news, weather, traffic and local (location specific) information, such as building directory with a map, fire exits and traveler information.
Internal information - corporate messages, such as health & safety items, news and so forth.
Product information – pricing, photos, raw materials or ingredients, suggested applications and other product information - especially useful in food marketing where signage may include nutritional facts or suggested uses or recipes.
Information to enhance the customer service experience - interpretive signage in museums, galleries, zoos, parks and gardens, exhibitions, tourist and cultural attractions.
Advertising and Promotion – promoting products or services, may be related to the location of the sign or using the screen's audience reach for general advertising.
Brand building – in-store digital sign to promote the brand and build a brand identity.
Influencing customer behavior – navigation, directing customers to different areas, increasing the "dwell time" on the store premises and a wide range of other uses in service of such influence.
Influencing product or brand decision-making - Signage at the point of sale designed to influence choice e.g. Signage to help shoppers to choose dresses inside a fashion store or devices that on a computerized shopping trolley helping the customer locate products, check prices, access product information and manage shopping lists.
Enhancing customer experience – applications include the reduction of perceived wait time in the waiting areas of restaurants and other retail operations, bank queues, and similar circumstances, as well as demonstrations, such as those of recipes in food stores, among other examples.
Navigation – with interactive screens (in the floor, for example, as with "informational footsteps" found in some tourist attractions, museums and the like) or with other means of "dynamic wayfinding".
Reservations – small, interactive screens on walls or desks that allow employees to reserve the space for a limited time and integrate with a room and resource scheduling platform.
Markets and Applications
The predominant market users of digital signage are restaurants,retailers, office buildings, regional state and local planning authorities, public transport services,and various industries.
Digital LCD signage is used in restaurants through an interactive menu screen that rotates promotional offers. Restaurants use digital signage both indoors and outdoors, with the latter needing a form of weather protection depending on the components of the hardware. Outdoor usage of digital signage is most prevalent in drive-through that allows the customer to browse through the entire menu at a glance while also placing their order with an interactive touchscreen. Indoor digital signage is used for the display of menus. Prior to the integration of digital signage, restaurants manually updated the cafeteria menu, which is in itself a full-time job, especially if the menu is updated daily. With digital signage, restaurants do not have to manually update the menu feed, with live menu feed from digital signage solutions. According to a survey conducted by quick-service restaurants and casual restaurant operators, over 20% of restaurant operators experience a 5% sales life after incorporating digital signage in their service sectors.
Standalone Digital signage is widely used in shopping malls as a form of directory or map display. Uses of digital signage include a wayfinding kiosk, enabling the customer to find their path through an interactive touchscreen. Another usage is disseminating relevant information such as the schedule of an event or campaign. Digital signage may be used as advertising.
Network & Interactive Digital signage is used during exhibitions or marketing events to entice passersby. Digital signage aims to attract crowds to events and enhance visitor experience by making the experience memorable. Exhibitions use digital signage to create branding experiences. A recent campaign promoting the release of The Emoji Movie used a digital signage kiosk to allow guests to interact with various emoji characters via the windows outside and inside of the party.
The hospitality industry uses digital signage to display crucial information at a convenient and visible location for all its patron. A digital signage is capable of functioning as a virtual concierge in hotels and as entertainment for conferences during waiting room. Digital signage is also used in hotels as a form of wayfinding, to guide a large group of people for a conference to the correct room. Digital signage is used to provide a simple method to update information that is continuously changing such as expo information.
Digital signage is placed in the lobby, concession stands and displays advertisement before the movie begins. This informs customers about other theater offerings and scheduling, increases concession sales and gains other sources of revenue
Digital content is managed via display control software. This control software can be a stand-alone dedicated program or integrated with hardware. New messages can be created from an inventory of audio, video, image, graphics, words and phrases which are assembled in different combinations and permutations to yield new messages in real-time.
Digital content displayed on the signage is presented in one of the following formats:
Text - Scrolling text. Either scrolling text, or text dynamically updated via external Newsfeed source.
Images - Scrolling images, usually in the format of digital advertisement posters
Video - many display control systems use canned graphics and video, however, custom video can be self-generated or contracted by many sources.
Interactive interfaces - Integration of signage with a touch screen, beacons, sensors, RFID technologies, to allow for two-way communications with the users. Interactive digital signage helps to engage users and may also assist advertisers to gain insight into customer behavior.
Context-aware interfaces - Integration of signage with cameras, sensors and software to monitor the ambient environment and audience, allowing signage to be updated according to the audience profile, weather conditions or some other relevant external factor.