Digital signage for businesses is revolutionising communication. It is helping businesses receive greater attention and increase their conversion rates, leading to a high ROI. As digital signage becomes popular throughout various industries, the benefits are also becoming evident for customers.
From the draw of multimedia content to environmental benefits, this blog explores 5 reasons why customers want to see businesses adopting digital signage as their method of marketing and communication.
1. Customers Love Multimedia Content
People love multimedia communication; it captures attention and, according to science, the human brain can process visuals 60,000 times faster than text. Digital signage can provide this content, allowing consumers to understand and remember marketing messages a lot easier. Significantly, customers retain 95% of a marketing message when watching a video, compared to only 10% from text-based messages.
According to Zenith Media, the average person will spend 100 minutes each day watching online videos in 2021, increasing from 84 minutes in 2020. As a result, multimedia content across a screen or video wall is exactly what customers want to see, with research confirming that 85% of people would like to see more video from brands in 2021.
Consumers enjoy watching videos and are more likely to acknowledge an advertisement or message translated to them via video. This likelihood makes digital signage for businesses much more appealing to customers than static and dull posters.
2. Digital Signage For Businesses Is Easier To Read and Understand
Digital signage makes text easy to read. Rather than posters and banners that fade into the background, the high brightness of digital signage is eye-catching. Additionally, the best digital signage content displays one key message per slide, making it clear to the consumer what is being advertised or informed.
Digital signage for businesses also often uses a call to action (CTA). A CTA is a phrase that tells the user exactly what action to take next. While for businesses, this creates a way to convert consumers into customers, for customers, it lets them know their next step, making their journey with your business easier.
Due to the static nature of posters, they often contain a lot of information and small print, making it hard for customers to understand the message. As a result, customers want to see digital signage to make business communications easier to understand.
3. Digital Signage For Businesses Speeds Up Service
In our fast-moving society, consumers want efficient communication and service. Customer dissatisfaction increases when they must wait in long queues to see an employee or checkout. Interactive digital kiosks provide the solution to this, and this is what people want to see.
Research has shown that 61% of consumers want self-service tools at their disposal rather than tracking down or waiting for an employee to drive the experience for them. In light of the pandemic, this figure will have increased. Not only are self-service digital kiosks a desired hardware for retail, but institutions and campuses also. Many people desire the presence of a touchscreen informational hub that provides answers, from FAQs to event schedules, to take control of their own experience.
Significantly, digital signage for queue management can reduce perceived waiting time by as much as 35%. Due to this, customers like to see digital signage that calls them forward and delivers estimated wait times or even presents distracting video marketing content.
Significantly, 82% of consumers rate an “immediate” response as important or very important when they have a marketing or sales question, rising to 90% for a customer service question. Self-service digital signage for businesses solves customer queries and desires quickly, serving their need for an efficient experience.
4. Digital Signage For Businesses Is Environmentally Friendly
As the countdown to irreversible climate change catastrophe persists, consumers are looking for ways they can help towards decelerating global warming. Between 2001 and 2019, the world lost 386 million hectares of forest. Of global wood harvest, 42% goes towards making paper.
Printing posters, bulletin board messages, flyers, and more, businesses are a prime culprit in wasting paper; the average office worker uses an expected 10,000 sheets of paper per year. Yet this goes beyond deforestation; by reducing paper usage, businesses can save water, reduce their CO2 emissions, and shrink their use of unsustainable materials, such as plastic and ink.
Research has found that 76% of people in the UK are “very concerned” or “fairly concerned” about global warming. Customers want to see businesses actively taking steps towards sustainability and are 58% more likely to buy a company’s products or services when they know the organisation pays attention to its impact on society and the environment. Studies even reveal that consumers will spend up to 20% more on environmentally sound products or services.
Digital signage for businesses is a communication method that decreases the need for deforestation, is long-lasting with many screens now lasting over 10 years, and helps reduce power usage and CO2 emissions. It is the change in communications customers want to see companies adopting.
5. Customers Want Up To Date Content
Static signage can easily go out of date, be forgotten about, and then left to wither away on the wall. Customers may view posters or pick up a leaflet that contains information for a past event or promotional offer that expired last month. This news is disappointing for customers.
In comparison, digital signage content can be updated through digital signage software and appear on-screen immediately. Customers love to see digital signage because they know what they are seeing is in date and relevant.
Businesses can accentuate this for customers by including time frames or countdowns in their promotional content or displaying the date on-screen. Alternatively, companies can present RSS feeds on travel or news, live social media channels, or live stream video content.
Customers want to know what is happening now, and they know posters can become untrustworthy. Digital signage for businesses solves this worry and fulfils customer desires.
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