Introduction
Out-of-home digital signage is being popularly used in cities, by marketers and businesses to deliver attractive digital content and to attract potential customers. The best part about digital billboards and electronic signage is that the content is easy to change and manage at large scale.
Surprisingly, in 2022, retailers are questioning the priority of physical storefront and foot traffic. Unfortunately, the ones questioning these points are being left behind. There is no doubt that brick-and-mortar stores are still very much preferred.
Two general trends are being noticed this year: foot traffic is decreasing in consumer industries, but top players in those industries are growing fast and thereby securing the lead. For example, superstores and grocery stores have experienced little to no growth from 2019 to 2022 but market leaders such as Target and Costco have seen a significant growth in shoppers since 2019.
Data from Stratacache shows that outdoor digital signage was an important factor that contributed to the growth of top contenders in the quick-service-restaurant industry when the pandemic was at its worst. Innovative marketers have seized the opportunity to transform the outdoor advertising space and come up with responsive platforms that delivers quick content and serves customers too. Rapid evolution of digital signage has been seen in drive-thru menu boards, curbside pickup and storefront displays. As customers continue to return to stores and experience dine-in, these innovative solutions will help in increasing conversion rates.
Drives omnichannel experiences
Smart outdoor digital signage has driven omnichannel experiences by offering retailers the opportunity to provide personalized solutions. Consumers reward personalization and are open to giving personal information in exchange for a streamlined service. Mc. Kinsey & Company reports that over 70% of consumers expect companies to personalize their interactions, and in fact, over 75% actually are frustrated when this does not happen!
These changing preferences are exactly why the big brands who get things right are stealing market share and growing their businesses while others are falling down. Because outdoor digital signage is also able to deliver personalized content and streamlined interactions, businesses are able to successfully extend their stores.
Unlocking new customer journeys
- Digital Drive Thru: The transition to digital was able to drive accuracy, speed, sales and personalized experiences.
- Digital Billboards: The flexibility to change content easily drives optimization by displaying the right content on custom LED signs at the right time of the day.
- Storefront Signage: Allows window shoppers to convert on the spot when digital display signs deliver coercive content that drives engagement. QR codes can connect passers-by to e-commerce pages for on-the-spot online ordering.
- Digital Curbside Pickup: Increases customer loyalty when both in-store and curbside pickup is offered.
Planning your outdoor digital signage campaign
Choosing the right technology partner
When it works well, technology can deliver and manage beautiful and relevant content. But when it doesn’t, your customers will end up looking at a blank screen – which will disrupt your image. The larger your network of outdoor signs for your business, the more complex it is, which makes it even more important to choose the right LED sign manufacturer and solutions provider.
Begin with a proof for design
Before your LED sign investment proves returns, you need to compile proper data that can be used to design the digital display. ROI will first happen on a small scale but be willing to spend well on the concept and design to see real and repeated results.
Spend sufficient time on the content strategy.
Don’t think twice on spending more time on your content strategy as this is the core success of your digital signage campaign. Content is more than just creating appealing content. It requires an analysis of the segments you want to reach and when they will see the content. When your outdoor signage is placed just outside your store, consider displaying follow-through actions that your visitors would like to take.
