Digital signage usage has increased over the decade, thanks to the increasingly evolving technology and changing market trends. According to a ReportLinker survey, the global digital signage market size will reach $29.8 billion by 2024. This represents an 8.6% CAGR for the forecast period, 2018-2024.
Likewise, the deployment of various digital signage solutions across industries has increased over the years. Before we look at the unique uses of digital signage, first, let’s see what it comprises and its benefits.
What is Digital Signage?
Digital signage is a content display solution that uses LCD and LED technologies to showcase texts, images, videos, and graphics.
A digital signage solution comprises of hardware and software parts, namely:
- Display: For example, HD digital screen
- Digital Signage content management system (CMS): Allows businesses and organizations to create, arrange, and schedule content. In other words, it’s the software that manages how every piece of content plays – e.g., duration, playback, speed, etc.
- Digital signage media player: This is the component that allows the screen to display media. Most media player solutions run connected to the internet. However, non-pc solutions that require no external player are emerging, often called Systems on Chip.
- Content: Can be in any form, video, social media feeds, texts, graphics, etc.
- Network: This comprises either wired or wireless connections, LAN or/and WAN.
Benefits of digital signage Displays
Improved Customer Experience
According to the Lavi field study, digital signage reduces perceived wait time at checkout by 35%.
Moreover, with its touchscreen solutions, interactive digital signage offers personalized services that guarantee a richer viewing experience. Another example is the self-service kiosks that allow people to interact with the system, navigating what matters most.
Unlike print media, digital signage in high traffic areas attracts more people, boosting brand awareness and product exposure.
Increased audience engagement, customer retention, and recall rates
Visual content on digital signage boosts engagement and recall rates among your prospects. This can convert them into customers and similarly boost retention.
Increased employee engagement, motivation, and retention
An excellent digital signage software guarantees proper internal communication among employees. As a result, employees can better collaborate on tasks, track progress, and feel more organized and engaged. All these can help reduce employee burnout and turnover.
The other benefits of digital signage solutions include accurate targeting and better digital connectivity for businesses. Besides, you enjoy lower environmental and operating costs.
Uses of Digital Signage
Now that we’ve understood what digital signage does and its benefits in various settings, let’s see its use cases.
To illustrate the use cases, we’ve broken down digital signage applications into four. These are use cases in:
- Retail industry
- Education sector
- Corporate communication
- Restaurant/ Hospitality sector
1. Retail Industry
Retail stores use digital signage to reach and engage their prospects. These displays help retailers catch the attention of their audience, hence boosting engagement and sales. That said, below are the other use cases.
Businesses use digital signage as a form of entertainment. Here, companies share interesting content, such as news, videos, memes, and social media trends on display screens. By engaging customers with captivating content, retailers increase the chances of winning over their customers for repeat business.
Store owners also use digital signage to build cohesive brand identity by exposing prospects to precise messaging. For instance, it highlights the uses, advantages, and other crucial information about a new product in the store. Such information would help potential customers compare the available products to know what suits them best. They will also make the right purchase decision without necessarily consulting a third-party.
Moreover, businesses use digital signage as one of the most effective ways to run ads and promotions of specific products. For instance, retailers may have old inventory they want to sell-off to bring in fast-moving products.
Here, digital signage displaying heavily-discounted offers will be placed near checkout and on the product shelves to attract impulse buyers.
2. Education Sector
Learning institutions are increasingly adopting digital signage in and outside the classroom environment. In fact, 73% of educational institutions consider digital signage a crucial asset for streamlining their future communication.
Below are some of the many ways these institutions can use digital signage in and around educational spaces.
- Self-help kiosks: These are interactive displays that help students navigate facilities around campus.
- Using digital signage to display class and exam timetables.
- Installing digital signage in the dining area to display cafeteria menu boards.
Additionally, digital signage networks can effectively deliver critical information to students and staff during emergencies. For instance, it gives accurate directions to emergency exits in the event of a fire.
3. Corporate Communication
Most organizations use digital signage to communicate with employees and customers, share news and highlight corporate achievements. In fact, 56% of internal communication teams are looking to increase digital signage use within their workplace.
Another use case is in conference rooms to display vacant and booked halls. Interactive wayfinding platforms can also help visitors and guests find their way to their respective destinations. For instance, visitors coming in late for a conference will feel lost and may end up in the wrong venue if there are no proper displays to guide them into the respective conference hall.
However, these aren’t the only uses. Below are the other ways organizations turn to digital signage for help with corporate communication.
Digital signage can help update your employees and customers on upcoming events, severe weather, downtimes, promotions, etc. You can also use this signage to ensure everyone gets the message without necessarily sending those long emails. For instance, use it to announce the coming product launch, watercooler event, office party, etc.
Some companies are using digital signage to drive continuous learning and employee development initiatives. Manufacturing firms keeping up with technology, for instance, may use digital displays to promote technology tip of the day. Or, offer insightful lessons and technology tips using digital displays at a particular time of the day/week.
Organizations are also using digital signs to spread awareness on sensitive topics throughout the organization. For instance, it can promote diversity, equity, and inclusion. Moreover, this could be a great avenue to tackle discrimination in the workplace while highlighting incidents of unconscious biases.
Restaurants use digital signage in several ways. For example, digital menu boards or display screens showcasing product offers social media feed, etc. Interactive screens can also streamline the food selection and ordering process, giving your customers a personalized dining experience.
Some restaurants are using digital signage to upsell their signature dishes and snacks. For instance, displaying delicious cakes or other delicacies may drive your customers to buy one or two, just to finish their meal with, or as a take-out.
Digital signage can also help reduce the perceived waiting times. However, you need to be selective with the kind of content you display on these screens. You don’t want to irritate your customers as they enjoy their meals. A rule of thumb is to display visuals or graphics that bring the foodie in them. For example, display pictures of delicious food relevant to the time of the day.
How well you use digital signage in your business, office, or learning institution narrows down to what you want.
Remember, digital signage use cases are limited to your imagination. You just need to look around and see how you can better the experiences of those around you. If you do it right, chances are, you’ll find how to use digital signage to make a greater impact.