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How does digital signage enhance the customer journey?

When it comes to advertisement, digital displays are definitely up there with the best marketing tools available today. For the customer they’re impactful, eye-catching at and engaging; for the businesses they’re a goldmine of customer insights and analytics.

Here at Scanlite, we’ve been providing our clients with digital signage for over 40 years, so we thought we’d share a few examples of how you can use digital signage to enhance your customers’ journey.

That can make a crucial difference to establishing repeat business – if you can understand the actions that customers take before and after conversion, you improve their experience and keep them coming back.

Create a unique and tailored experience

Digital signage is incredibly versatile, and can enhance the customer journey in a number of ways. For example, interactive displays can create a visual experience in which the customer is physically involved, making it one they are far more likely to remember (as opposed to walking past a motionless poster in a window). This could be in the form of a touch screen board, a scannable QR code, or a CTA encouraging customers to visit corresponding social media pages or use certain hashtags. All this constitutes a far more engaging for the customer than traditional signage because the experience can be unique and personal to them.

Because this information is presented in a way that’s easily accessible, digestible and fun, it’s more likely to form a lasting relationship with the customer and keep them coming back. The actions taken will also be easy to measure from a business standpoint as you’ll be able to clearly pinpoint how the customer got from A to B. This information can help you to better understand what style of marketing encourages your audience to engage more deeply with your brand, and as a result create more opportunities for sales. 

Become reactive to ever-changing conditions 

The modern news cycle is faster than ever, trends change quickly and your advertisements have to match the pace in order to keep up, which is a task that can be drastically time-consuming, difficult and not to mention expensive if you’re working with traditional printed signage. Digital signage enhances the customer journey by being incredibly flexible and undeniably efficient. With a few simple clicks, you can match your content to the needs of your audience in real-time. Whether that’s an update, announcement, special offer, or to capitalise on a viral moment, your customers will have access to it within minutes versus days or weeks. This flexibility allows you to capitalise on emerging trends as they are on the rise, helping you to stay current and relevant.

It’s this efficiency that makes it easier for businesses to streamline their communication with the customer. It helps you to better understand what keeps them interested, and the processes they go through before and after they engage with the advertisement (and eventually convert).

Capture your audience’s imagination

Incorporating video or moving parts into your digital signage will significantly enhance its effectiveness. For starters, the brain processes visual stimuli 60,000 times faster than text, so there’s a big argument for raw efficiency.

This means that not only does video capture and connect with the audience’s imagination, it does so much more quickly than text or a traditional sign. The information is conveyed more easily, and in a much more entertaining way. And that touches on the other core strength of video – it’s more engaging than all other mediums, as it has the ability to captivate imaginations, make people laugh and even pull on heartstrings. People will remember it better too – customers will retain 95% of a video message, but only 10% of a message if they’re reading it via text. So when it comes to enhancing the customer experience, digital signage is the way forward.

Those are just a couple of the most universal ways that digital signage can enhance almost every customer journey – and who knows, you might discover a couple of ways unique to your business or organisation!

Whatever the case, if you’re looking to enhance your business’ marketing strategy with digital signage, you’re in exactly the right place. Here at Scanlite, we have over 40 years of experience to our name and proudly serve a global customer base. Feel free to take a look through our case studies to see what we’ve achieved for other clients – and if you have any questions about digital signage, or you’re wondering how we can assist you, please get in touch by calling us on 01253 302723. We’re always happy to help!