Today’s digital signage solutions have the potential to revolutionize your business. In an era where technology continually shapes consumer expectations and preferences, understanding and effectively implementing digital signage is crucial for any forward-thinking shop. This comprehensive guide will walk you through the transformative journey of digital signage, along with its relevance in the modern consumer-driven world, the myriad of benefits it offers, the keys to successful sales, and the emerging trends that will shape the future of the industry.
Why should you offer digital signage?
No longer relegated to the realm of niche marketing, digital has become an integral and essential component for businesses across various industries. Companies have realized the need to incorporate digital displays into their marketing strategies, driven by changing consumer preferences and the desire for dynamic and engaging content.
Adding digital signage to your portfolio allows you to:
- Keep the interest of current customers and attract new leads.
- Complement your offering of static signs.
- Get extra revenue from your interior projects.
- Retrofit older projects.
More brands are looking to create an immersive retail experience, which can be made available with digital signage. Approximately 50 per cent of the signage landscape has already transitioned to digital displays, so consumers now expect a digital experience. This shift sets a unique stage for your shop to offer cutting-edge services, expand your reach, and draw in more customers without jeopardizing your existing product offering. However, it is essential to recognize digital signage as a complement to traditional static signs and printed products, rather than a replacement.
Moreover, this transformation is not confined to exterior signage. The interiors of businesses, particularly in the retail sector, are also witnessing a paradigm shift towards greater digital integration. More and more brands are looking to create an immersive retail experience, which can be made available with digital solutions.
Semi-outdoor digital solutions which can withstand both indoor and outdoor conditions are essential for arenas and similar venues. Photos courtesy Nummax
Capturing attention with digital signage
Transitioning from static to digital signage brings a multitude of advantages for both businesses and their customers. One of the most notable benefits is the increase in revenue streams. In this world of short attention spans, digital displays enable the delivery of more dynamic and engaging content, which can substantially boost earnings. Retention rates for digital signage are also remarkably high, often exceeding 89 per cent. This is in stark contrast to static signs, which generally have lower retention rates. For example, a static sign placed by the roadside may only capture the attention of 20 to 30 per cent of passing drivers. By contrast, digital signage offers a more captivating experience and, as a result, significantly higher retention rates.
Real-time control is another crucial advantage offered by digital signage. This flexibility allows businesses to be more responsive to various customer needs. Commercial customers can effortlessly promote rebates, special events, or changing offers, while municipal customers can provide real-time alerts and updates to the public. Further, digital signage enables businesses to generate recurring revenue, primarily through advertising sales. Instead of a one-time sale for a static sign, advertisers can secure ongoing placements, resulting in a steady stream of revenue.
How to successfully sell digital signage
To succeed in selling digital signage, it is essential to have professional installation support and collaboration with service-oriented partners. This involves having a proficient service team, a strong network, and a responsive call centre to promptly address any technical issues. The key is to ensure customers have a seamless experience with their digital product.
For outdoor installations—given Canada’s challenging climate—it is vital to emphasize the importance of quality sealing, redundancy in components to enhance reliability, and adequate preparations for installation. Ensuring the display can withstand the elements is critical to its long-term success, particularly in a country known for its harsh weather conditions.
Trends in 2024
As we continue into 2024, several emerging trends are shaping the digital signage industry and ushering in a new era of possibilities and innovation.
Immersion
Immersion has become a focal point, with businesses aiming to create more three-dimensional and interactive experiences for customers. Digital signage is increasingly being used as a creative tool, allowing businesses to shape their space with the finesse of an artist wielding a paintbrush.
Choice of brightness/pixel resolution
The resolution of screens has become highly adaptable, enabling businesses to match it to the viewing distance and provide a comfortable and attractive visual experience. This ensures viewers can appreciate the content without any degradation in quality. Further, audiences are becoming increasingly sophisticated and will notice higher resolutions and image quality.
Ensuring a display can withstand the elements is critical to its long-term success, particularly in a country known for its harsh weather conditions. Interactive signage
Interactive digital signage is on the rise, now incorporating a variety of sensors and touchscreens. This interactivity enhances the viewer’s experience and makes the content more memorable.
Unique screen shapes
The growing use of media screens in diverse shapes, such as triangles, ovals, and spheres, adds a unique and captivating element to digital signage. These unconventional shapes draw attention and provide a distinctive visual experience. In high-end retail spaces, LED screens can be used to create unique experiences for customers and increase the attractiveness of stores.
Semi-outdoor solutions
In Canada’s climate, semi-outdoor solutions custom-tailored to withstand high-humidity or low-temperature indoor applications, such as hockey arenas or swimming pools, are gaining popularity. These applications require special designs that ensure image quality and durability at a reasonable cost. Another notable trend is the application of resin impregnation on the screen to create a smooth, high-quality appearance and protect the surface. This approach is becoming more popular for retail and sports applications.
Energy efficiency
Energy-efficient digital signage is another avenue to watch this year, with technological advancements reducing power consumption while maintaining high-quality visuals. This aligns with the broader trend of adopting greener technologies and reducing the environmental footprint of digital signage.
Portability
Thinner and lighter screens with easy assembly are replacing the older, bulkier designs. This allows for more flexibility in deciding the placement of screens and offers a seamless installation experience.
Conclusion
Digital signage is a thriving industry, offering endless opportunities for businesses to maximize their sales and growth. Finding the right partner and team, embracing the latest trends, and staying ahead of technological advancements are key factors in achieving success in the digital signage sector. With untapped potential still present in Canada’s digital signage market, there is room for growth and innovation for businesses looking to enter or expand in the industry. Digital signage is more than a trend; it is a fundamental shift in the way businesses communicate with their customers, providing an engaging and immersive experience that drives success in a competitive atmosphere. As we move forward in this digital age, businesses that leverage the power of digital signage are poised to not only survive, but also thrive in an ever-evolving marketplace.
Carl Breau is an engineer and the CEO of Nummax, a company specializing in the design and manufacture of LED displays and interactive kiosks. |
