Digital signage is like any other business investment. It has to deliver positive results. If you’re one of the many businesses that have realised and capitalised on this modern platform, you might be asking if it is effective. The answer lies in several factors, but you must define first what success means to you in terms of the use of digital signage, since success can come in various forms.
Defining “effective” digital signage
In using business tools, you initially want such tools to address a particular problem or area. Go back to what drove you to use digital signage, including what you wanted to achieve. If it achieves such goal or goals, then it can be considered effective. Remember that goals can be either quantitative or qualitative or a combination of the two. Your goals can be something like having more customers coming in, or fewer customers asking the same questions repeatedly. It could also be reduced waiting times or happier, more connected employees.
Increased number of people coming in
If there is a significant increase of the number of people coming inside your store after you have set up digital signage outside or somewhere visible from the outside, it’s a good sign that it is effective. Passers-by might be drawn to your sign, be enthralled, and decide to enter.
Improved sales for digitally displayed products
If you use your digital signage to highlight a specific product or collection and you notice a significant boost in sales following the display, it is also a positive sign that the signage is performing well.
Better informed customers
If you use digital signage to educate or inform your customers, they should be more informed by now. Some common questions should be answered through your digital display, and if you notice fewer questions because answers are already provided, it is a good indicator that people are taking time to view your signage.
More social media engagement
If you integrate your social media page into your digital display, you should also improve your social media presence. By now, you should be benefiting from more mentions, followers or likes. Your digital signage should have helped people to find you easily or prompted them to interact with you through your online presence.
It is important to evaluate and learn if your digital signage is performing to your advantage. The reason is not to determine if you need to take it down, but to assess which areas to improve. You spend a certain operational cost on this, so it’s smart to use it to its fullest potential. To know if it is effective, ask if it is doing what you want it to do. If you have not yet used digital signage for your business, consult the right persons and use high quality products from reputable AV mounting solutions provider such as www.unicol.com.