Furthermore, digital signage in the bank branches drove both increased revenue for banks and greater awareness of products, meeting both of the digital marketing teams strategic goals outlined above.
Here is a breakdown of some of the highlights:
- Perceived wait time was 10.8 percent less with digital merchandising
- Product awareness increased from 22 percent to 45 percent with digital signage
- 63 percent recall/customer awareness if there is digital signage in branch
- 40 percent conversions rate of traffic to viewers with digital displays versus static signage at 4 percent
From Banks to Retail as a Whole
So what about other retail experiences? Shoe shopping, gadget shopping, car buying, where else can digital signage make the same impact?
While the study may refer to banks, if you read between the lines what it is saying is that signage in retail applications help sell and drive awareness to brands.
Do you really think the average consumer would act differently with digital signage while waiting in line at The Gap than they would at their local Bank of America? My spider senses say no, that for the most part while they wait they will watch. Heck, I think gas stations were one of the first to figure this out with their captive content at the pump.
Digital signage has a strong business case as it brings both new revenue and brand awareness to retail. As integrators the question is how are you positioning digital signage? Are you telling the business story or are you still selling cool gadgets and technology?
For the marketer it is all about the business of technology and as an integrator it is a wonderful story to tell.
