How Digital Signage Affects Customer Behavior

A digital signage network can be used to greater effect that merely driving sales. While promoting brands and advertising products to a target audience is a powerful strategy for your network, it is only one of many applications. Your network can be used to change the way your customers behave. It requires careful planning and execution, but the end result can have long-lasting benefits. In this article, we'll describe a few ways in which you can deploy your network in order to modify your customers' behavior.

Distributing Information

A large portion of your audience often will not have absorbed the information you deliver through conventional media. Sometimes they miss seeing it. Other times, they see it and instantly ignore it. For example, let's assume that you operate a chain of restaurants. You allow your customers to purchase gift cards for use throughout the chain. You have advertised this fact on television, in the newspapers, and on your website.
Despite the broad coverage, many of your customers will still be in the dark about the gift cards. While watching television, they may flip the channel during commercials, missing your information. While reading the newspaper, they might have a blind spot for the ads. Visits to your website may be sparse. In this case, your digital signage network can promote your gift cards while customers are in your restaurant. It distributes the information that is missed through conventional channels and can prompt customers to take action (i.e. buy a gift card).

Reducing And Speeding Lines

Often, retail stores can experience immense lines of customers. This can be due to normal in-store traffic patterns, a sale, or any number of other reasons. It is likely that some of the people who are standing in line have needs that can be addressed either quickly or through an automated option.

Let's return to our restaurant example. During a lunch rush, there may be several people who are in line, waiting to order their food. If the line is long enough, those in the back may not be able to see the menu located in the front. When they finally arrive at the front to order their food, they may spend time deciding what they want. A digital sign can display your restaurant's most popular food items. People at the end of the line can make their choices early and order quickly. This can help speed up and reduce lines.

Altering Venue Traffic Patterns

Retail spaces can often become congested as a result of excessive traffic flow. Often, the problem is due to customers lacking the proper information. For example, they may want to find a popular product, but are confused about where to look. Or, they may want to find a certain section of your store, but need some direction. By deploying digital signage screens in key areas of your retail space, you can present timely messages to your audience, pointing them in the right direc tion.

Putting Your Network To Use

Your network's ability to modify the behavior of your visitors expands far beyond boosting sales. You can distribute information to your customers, reduce wait times in line, and alter in-store traffic patterns, when necessary. Your return on investment for your digital signage network should not be limited only to increased sales volume (though that is the easiest way to justify the investment). It should also be reflected in how effectively your network is able to change the way your customers interact with your business.

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Four Winds Interactive is a leading provider of digital signage networks and software.