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Digital signage is extremely effective in engaging customers and leading them to a store or purchase. Here’s how to make sure you are maximizing your ROI with digital signage
Getting the most ROI possible for your marketing solutions can be a challenge, especially with methods like digital signage, where it’s harder to track efficacy than in online environments with clearer metrics. How do you know if you’re investment is paying off?
Digital signage is unique in that it aims to inform your audience about your brand, relaying messages about your values as well as your products and services. The first step in measuring ROI is determining your clear desired outcomes, which also requires a way to measure these outcomes.
Strategies can include getting customer feedback about engagement or whether they enjoy the format. And outcomes may vary from brand awareness to increasing sales of one product. The point is, ROI with this type of marketing strategy is more than just financial cost versus gain.
Focus on the following strategies to maximize ROI with your digital signage.
Drawing lots of foot traffic
A big benefit of digital signage is its ability to get people’s attention and continue to engage them. An Intel study showed that digital signage captures over 400 percent more views than static signage, largely because we are visual creatures and are more engaged and entertained by visual displays that are also interactive and dynamic.
This is why you should focus your digital signage strategy around areas where there is a good chance for foot traffic, and for foot traffic from your key audience. By engaging with and drawing in even more foot traffic, you’ll see an increased ROI for your digital signage investments.
Shop window digital signage
A smart way to increase your digital signage ROI is to implement your signs in your business’s windows, especially if your store is in a high-traffic area or shopping center. These digital signs will then do some of the work for you in getting people into your store, and takes traditional window shopping a step further.
You can customize this content and even control it remotely, allowing you much more flexibility and originality than just classic window displays of products or mannequins. This can be especially helpful if there’s an in-store event or sale happening.
Upselling your products
Once you’ve engaged customers with a digital sign, and they’ve taken an action like visited your store or made a purchase, it’s time to upsell. If you can get these customers to add on to their purchase or to purchase a premium option, you’re increasing your ROI related to the digital signage the customer engaged with in the first place.
Brand awareness and consistency
Digital signage provides a unique opportunity for your audience to view your brand in a new and exciting way. You can take risks to really get their attention with a digital sign, but remember that you also need to ensure your brand is being portrayed consistent across channels. Customers should ultimately be getting the same message about who the brand is and what it most values when they visit your website or store after interacting with a digital sign.
Digital signage also helps you tell your brand’s story through an interactive, engaging format. You could include pieces of the company’s history in your signs to help your audience nail down what you’re all about, helping you build real connections with your customers.
Measuring digital signage ROI
Your business needs metrics in place to find out what’s working and what isn’t with your digital signage. Evaluate any increases or decreases in sales after implementing digital signage, as well as the ways in which your audience is interacting with the brand. Then, compare these changes with the amount you’re putting into digital signage campaigns, both in time and in money. And remember, these metrics will need to be tracked in both the short-term and long-term to truly measure efficacy and ROI.
One of the most important steps you can take to fully assess your digital signage ROI is to simply ask your customers for feedback. This will help you to understand if you’re reaching your outcomes and whether your messages are being received positively and are leading to purchases and brand awareness.
At UNISOL International, we understand how competitive today’s markets are and how important it is to keep up with the latest technologies for brand awareness and business growth. We can provide your business product distribution solutions and turnkey deployment of digital signage solutions that help you improve your customers’ experiences and maximize your digital signage ROI. Get in touch with us today to get started.
