Seven things you didn’t know about digital signage

There are a lot of obvious benefits to digital signage, including more sales, increased brand awareness, and customer engagement. We all know about these benefits but what might be surprising is just how much of an impact digital signage has on a business. One survey even found that 86% of customers have said they would pay more for a better customer experience. This number has gone up much more due to the multitude of ways that businesses can improve their customer experience. Here are some more interesting digital signage facts you probably didn’t know.

1. It increases the time spent in store.

Studies show that when a business has digital signage at their point of sale, customers spent 30% more time in the store. Some more fun statistics: displays with digital signage have the potential to increase average purchase amounts by as much as 29.5%, generate 32.8% more traffic in store, and create a 32.8% growth in return buyers (customers who come back at least one more time).

2. Customers are willing to pay more for good customer experience.

As previously mentioned, the customer experience can have a big impact on your clients. As explains Jacey Klein, a tech writer at Writinity and Last Minute Writing, “digital signage is an example of an improved customer experience, so by having it you’re satisfying 86% of customers. Pair that with customer experience-focused campaigns and you’re well on your way to building a loyal customer base.”

3. Customer behavior is influenced by digital signage.

Digital signage allows you to capture a lot of information about other digital devices like desktops, laptops, smartphones, and tablets. When a customer uses a device during their shopping, they’re 40% more likely to make a purchase than a customer who doesn’t use one. The presence of digital devices also greatly impacts spending, traffic, and shopper loyalty. There is also a clear influence between shoppers’ behavior and loyalty and the information located on social channels. One recent statistic shows that 36 cents of every dollar spent in a store is influenced by a digital interaction.

4. It affects brand awareness.

Digital signage has a big impact on brand awareness, mostly because dynamic signs create an immersive experience for the customer that reinforces their brand. Digital signage also positively affects brand awareness through better coordination and communication, increased consistency, managing the same message in many different locations, showcasing the brand’s image, and so on.

5. It improves employee engagement.

A study found that employee engagement went up by 25% due to the presence of digital signage. This is because digital signage leaves consumers with a visual impact, and the majority of humans are visual people. Digital signage also gives employees easy and quick access to the information they need and helps employees connect with each other on the job.

6. Perceived waiting times are diminished.

The approximate waiting times at checkout are lowered by about 35% when there is digital signage involved, whether because it makes the process more efficient, entertains consumers while they wait, or shares important promotional offers. According to Thomas Everly, a journalist at Draft Beyond and Research Papers UK, “even if it doesn’t always shorten the wait time, digital signage reduces the perception of wait times. A versatile digital display can be adapted for many different consumers and their interests.”

7. Customers enjoy it.

At the end of the day, customers simply enjoy the presence of digital signage, much more than traditional advertising or promotions. Some statistics to highlight this are that 47% of customers have said they remember a digital video even a month after viewing it, and 25% of customers want to be able to view and order additional products on a screen inside the store. Finally, customer experience is as important as 55% of the reason why customers choose to be brand loyal.

If you’re already using digital signage, you’ll be very familiar with these benefits outlined here, but it’s important to understand just how digital signage can affect a business. These stats will continuously change as consumer tastes change and as digital signage becomes more common. By staying in tune with these changes, you can keep your digital signage strategy updated and ahead of the curve.

Ashley Halsey, a professional writer at Lucky Assignments and Gum Essays, is involved in marketing and customer experience initiative research. She enjoys discovering new trends and ideas in those fields and sharing her insights with her readers.