6 Tips for Getting the Best Results from Your Digital Signage Software

Digital signage can have a huge impact on consumer behaviour. Not only does it help attract passersby and entice them to come into your store, it can be used to create a more personalised and immersive experience throughout the entire customer journey.

With that in mind, here are six tips for getting the most from your digital signage software in order to fully optimise your customer experience:

1. Use a simple, cloud-based CMS

A content management system (CMS) allows you to seamlessly publish content and make updates with ease. Ideally, it will have a simple, intuitive interface, allowing you to effortlessly upload assets to your media library. Impress by Engagis, for example, lets you drag-and-drop media files including images, videos, and sounds.

From there, you can use designated assets to build your own custom Playlists and Campaigns. With a cloud-based CMS, you can access your Playlists and Campaigns from any Internet-connected device, rather than being tethered to any particular device.

2. Display the Right Content at the Right Time

Relevancy is essential here. Ensure your content consistently hits its mark with hyper-targeted messaging. With Impress, for example, you could create a Playlist comprised of grouped assets that are relevant to a particular location, season, or audience for use at a single location.

Or, you can use it to display personalised content that’s tailored to specific demographic characteristics, such as gender or age. You can even place a Facial Recognition camera on top of your digital signage screen to gather detailed information on individual customers to better understand them and build high-performing campaigns.

This, in turn, dramatically increases the odds of customers being receptive to your messaging, ideally driving higher engagement rates.

3. Feature Localised Content

Another way to enhance the customer experience is by adding local attributes to your digital display content. This can include information such as store hours, addresses, phone numbers, or even staff member names. If you have dozens or even hundreds of stores, customising your content in this way gives each one its own unique feel and can help your customers establish relationships with your team more quickly.

4. Streamline Content Approval

One problem many larger organisations run into when publishing content at scale is managing workflows with several contributors. While you certainly want to maintain quality control, you can’t risk content distribution becoming sluggish because of a slow approval process.

A simple solution is to use a streamlined workflow through which multiple contributors can upload content, but that’s funneled to a single individual or team for approval. That way, your reviewers can quickly publish the content, creating a much higher level of efficiency.

5. Keep messages clear and uncluttered

The primary purpose of digital signage is to concisely transfer information to customers. With just a glance, they should be able to understand your message with minimal ‘cognitive lifting’. After all, if customers have to stop and figure out what you’re trying to say, you can expect that response rates will be lower.

In general, it’s best to aim for a clip length between 1.5-7 seconds if you’re targeting walk-by traffic, and 2-15 seconds in wait areas where you expect customers or visitors to congregate. In addition to these rules, keep in mind that an overly busy screen that’s jam-packed with information and images can make your digital signage feel cluttered. Less is generally best. You’re better off aiming for more of a minimalist aesthetic with plenty of negative space.

6. Use CTAs strategically

A call-to-action (CTA) asks customers to perform a very specific action. That way they don’t just see your digital signage and go on about their day. Instead, you drive a particular response and direct customers on how to fulfill it. One feature that’s perfect for this is the ability to integrate QR codes into your signage content, which can be used to send customers to a targeted site or page.

Not only do QR codes allow you to present viewers with a targeted offer, they give customers a means of acting quickly so that you can strike while the iron’s hot.

Want to learn more about how customised digital signage solutions can provide your customers with an amazing on-site experience? Reach out to the experts at Engagis today for details and product recommendations.