How to create a successful customer experience using digital signage

August 11, 2016 9:11 am Published by

Retailers making the transition from clicks to bricks, or visa-versa, will know the power that comes when you pair digital interaction with the offline world. Consumers are increasingly digitally savvy and expect an omnichannel retail experience. Many retailers are choosing digital signage as a secondary sales tool that can provide information, wayfinding and sell products — without them having to do a thing.

When used correctly, digital signage displays can be tailored and flexible to the whims of customers, as well as being cost-effective to implement with high-impact results. Static signs and billboards are great and cheap, but with 63 percent of people reporting that digital signage catches their attention, it’s an area you can’t afford to ignore.

Content, content, content

When most retailers begin to think about digital signage displays, they’re tempted to fixate on the type of screen they’ll use. But here’s a secret: The real focus should be on what you put onto the screen. Digital content is often the first point of contact your customers have. It’s in the windows as they walk past the storefront and greets them as a physical salesperson as they enter the store. It’s also often positioned at crucial stop points around your store — in line, by their favorite items and as they leave.

For this reason, alone, the content you show must be good. What do I mean by that? Well, first, it’s all in the design. Digital signage that is difficult to read or understand at a glance is missing a trick. With that in mind, here are a few top-line tips on keeping your content easy, breezy and beautiful:

  • Create a story — Window displays that tell a story are able to turn heads and drive traffic through the doors. According to a study conducted at Princeton University, stories shape our thinking and response to what we see or hear. If you’re using digital signage within your windows, then it must tell the customer what value they will derive from walking through the doors. This can be achieved through video and image content, as well as text-based copy and quirky advertising displays. Use social media feeds to showcase social proof from your latest customers or proud testimonials from happy locals.
  • Keep it simple — It’s tempting to go all out on your digital signage content in order to create something eye-catching. But a good rule of thumb is to keep things simple and let your message do the talking. Keep an eye on your digital signage displays to ensure they’re balanced in terms of color and layout. This means sticking to two or three primary colors and using white space to allow your message to pop. Compelling copy is essential in any marketing discipline and using five great words will entice customers more than 10 mediocre ones.
  • Compelling composition — Think of your screens as though they’re a piece of art. Photography rules such as keeping darker elements near the bottom and lighter elements at the top will help you decide how to compose your screens. You can also use the headline-message-call-to-action rule to ensure your screens give a balanced message at just a glance. Contrast enticing visuals with compelling copy and colors that complement each other to attract eyeballs and get more focus on your business.


Tailored playlists and schedules

Once you have your content and canvas, the next step is to decide on what to play it and when. Most modern digital signage apps and players allow you to set up schedules and playlists that can be optimized for different times and days.

This is where you can get clever with how you target your audience. If your biggest rush is first thing in the morning before customers go to work or school, perhaps you make your messaging snappy. Or you target products by what they might want to eat or drink at that time.

If it’s the weekend, you could set up a separate playlist that accounts for a customer who has more time to browse. This could even extend to creating bespoke content for special occasions. For example, discounts that help shoppers before a big holiday and specific advertising for new products that suit the summer or winter months.

Target your customers in-store as you would online and you’ll set up your digital signage displays for success.

A more detailed article can be found on Digital Signage Today

For more information on PDT’s digital signage solutions call us on 0861 123 738 or email us on



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