Digital Signage And Consumer Behavior
When companies purchase signage to increase sales, placement can influence consumer behavior in several ways. Signage affects consumer behavior in several ways. In the following scenarios, signage affected consumer behavior in several ways.
How important is entertainment?
In the “Digital Out-of-Home Media Awareness & Attitude Study,” the importance of entertainment and interesting content for use in digital signage was explored. In the 18-34 demographic, 75 percent of drivers saw the digital signage and 63 percent of them saw the signage as unique. Fifty-seven percent of them found it as interesting and fifty-three percent of the same demographic found it entertaining. This also shows that customers take notice of the signage long enough to see whether or not it is unique.
How important is timing with digital signage?
Wal-Mart discovered the importance of timing in taking an experimental approach to its placement and timing of content with its digital signage. Through a digital signage study designed to move excess inventory, it utilized digital advertisements. Much attention was paid to timing to ensure that the “triple play” ads were timed perfectly to capture the customer’s attention. The customer takes 21 seconds to reach a certain point in the store where the welcome sign is out of view. Management estimated that the attention of the customer could be caught for at least five seconds, so the ads were run for that amount of time.
Digital signage in driving sales
In a survey conducted by the University of Cincinnati, 162 small business owners utilized digital signage to drive sales and traffic. Sixty-four percent of those included in the survey enlarged their signage and improved placement of those ads. Business owners reported an increase of 12 percent on average. The participants also reported an increased in transactions by 59 percent and a 56 percent increase in profits.
According to expert Cable Phillips (brightledsigns.com):
“Digital signage when timed properly with the right mix of content can influence consumer behavior in several ways. When targeting certain demographics, engagement, interest and entertainment play a larger role in influencing consumer behavior. This was true with the old style led programmable displays, and it remains true with digital signage…”
The bottom line is that unique content in digital signage engages consumers better. Timely content is particularly effective in driving sales when the content and layout are timed against the average amount of time a consumer spends in a certain part of the store. In terms of driving sales, larger digital signage strategically placed will likely increase sales and transactions for companies. Digital signage plays a major role in influencing consumer behavior and increasing sales.