What do you want to convey to your customers?

In previous blog spots I have told about why and where digital signage and self-service kiosks can be used. But the most important thing is actually what you wish to convey to your customers.

There is probably no one that understands your business and your particular store(s) better than yourself. From your own experience you know that at each location of the store there is something in particular that you wish to tell to your customers. What you want to tell decides what content to put on the screens in different parts of the store.  Using digital signage instead of conventional signage makes it possible for you to provide several messages using only one screen instead of a static conventional sign at the same location. One sign can serve a whole range of products that are related to a particular department in the store.

Digital signs are dynamic and you can easily present the “offer of today” and you can run campaigns on products that you have special reasons for promoting. This also means that you are free to convey different messages at different times of the day; on different days of the week and that you can prepare campaigns in advance. The answer to the question about what to convey to the customers, decides what content there should be on the screens and when.

Try to analyze what you want to convey using your existing ways of customer communication such as conventional signs, advertising and web. Where do these media run short when it comes to conveying the message to the customer? Probably you will get to answers that the static signs are not dynamic, advertising does not give you’re the result that you wish for and your web site does not have as many visitors it should have. A way to sort this out is to take the same messages and to expose them right in your store using modern means. Remember that the advertising space at your own premises is a valuable asset. Use this asset the best way by combining conventional printed signs and dynamic digital signs.

Probably you have already decided what you wish to convey to the customers in your advertising, signage and web. Now the trick is to adapt the same thing to digital signage and kiosks. The new dimension is time, you can decide down to the second what to convey to your customers.

When it comes to self service kiosks, they may be regarded as signs where the observer can ask for the content. Self-service kiosks can relieve the store staff from recurring questions and to relieve customers from queuing to talk to store personnel. You may want the kiosks to handle the frequently asked questions. When deciding what content to be used in a self-service kiosk you should regard the kiosk more or less as if a person had been standing there ready to answer incoming questions. What recurring questions are asked by the customers?

It is obvious that the more complex product, the more use of a kiosk. Especially for non physical products, such as online games, betting and travelling offers, self-service kiosks and digital signage can help you to convey the right message to the customers at the right time and location.

Digital signage and kiosks work together to convey your message to your customers. It is up to you to decide what you wish to convey.

The essence of digital signage and self-service kiosks is
to decide what you wish to convey to the customer.

Lars-Ingemar Lundström

Documentation and Training Manager, MultiQ