The influence of digital signage has never been higher. Over the course of the last 15 years, these types of solutions have gone from cost prohibitive for most to offering a variety of solutions that can meet many a budget. Whether it is digital menu boards in a QSR or digital signage above a beer cave at a convenience store, we’ll look at several different industries and how digital signage can be implemented for maximum impact.
QSRs have the benefit of using digital menu boards to sway and influence purchasing decisions by a captive audience. In addition, this audience is for the most part there because they are hungry. The opportunity to use mouthwatering images and enhanced motion graphics to trigger impulse purchases is unmatched across the board. Using dayparts to highlight more applicable options by the time of day and using your content management system to promote high ticket items are more ways to capitalize on your digital menu boards.
At stadiums, you can be dealing with 10’s of thousands who are, simply put, in a hurry. Whether it is for menu boards, way-finding signage, or in the team store, digital signage can be the tool that communicates a quick and clear message that stands out from anything static. It can also be an effective tool to manage inventory and minimize waste. “50% off hotdogs during the 8th inning” can be deployed to concessions screens to get those last hot dogs off the grill.
Like stadiums, digital signage can be used as an inventory control tool at theaters. They can also capitalize on similar benefits to those of QSRs. However, away from the concession stand, digital signage can be used to easily replace poster boards showing coming attractions. Further, these “coming attractions” can play their trailers or offer animated, eye-catching visuals. Looking to advertise gift cards, birthday parties, special events, ad space on the “big screen,” or personal message space for (i.e. “Happy Birthday Matt”), utilize screens throughout the outside and inside of the theater to do so.
With grocery stores, digital signage can be used in a lot of different areas. A lot of the messaging is centered around strategic merchandising. If using an appropriate content management system, you can leverage your ad reporting to sell space and time on these screens for companies to promote their products on the appropriate end caps. In addition, the everchanging “price per pound” can be controlled quickly and easily in the deli area and you can use screens throughout the store to promote “bundles” to fulfill a recipe of a mouth-watering image or a “beach package” (towel, sunscreen, sunglasses, etc.) to illustrate a couple of examples.
Convenience stores can take advantage of digital signage to manage the oft-used dynamic pricing structure that drives business throughout the store. “10 for $5 Wing Wednesday from 4-6pm” needs to be scheduled to appear not only during this time but throughout other times of the week to promote it. Ideally, the point-of-sale system is integrated so that the cost coincides with the time of the offering. Much like grocery stores, you can sell space to beer and wine distributors to educate, promote, or reinforce their brand. Or they can offer a sale on their products. All of this can be shown on screens above the beer cave.
In a lot of cases, digital signage is used to enhance the guests’ experience when talking about hospitality. Wi-Fi, breakfast, pool, gym, etc. information can be illustrated while other screens can be used to map out the property. That all being fair and equal, there are a lot of revenue boosting approaches that can be taken advantage of as well. Spa packages, restaurant and bar specials, event or banquet room rental opportunities are all ideas that can drive additional revenues. Also relatable to other industries, you can utilize screens to sell space for neighboring attractions and restaurants as another stream of income.
When considering these verticals, and others, digital signage effectiveness is reliant on relevance, timing, visual impact and deployment. Most content management systems, like Origin Elite, offer tools to make changes or on a whim or for you to develop and schedule strategic messaging throughout the weeks, months and year. If left dormant, you’re simply watching additional revenue roll on by and leaving nothing but a stale message with your customers.
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