Updated: 10 Top Key Stats That Are Accelerating The Adoption Of Digital Signage
Digital Signage is becoming a reputable marketing resource as technology advances continue to improve capabilities.
Despite businesses in the past being hesitant to incorporate digital signage into their marketing strategy, forward-thinking corporates are now seizing the opportunity to attract attention, leverage up-sells and influence purchase decisions.
We take a look at statistics from the digital world to gain an understanding of what is driving implementation.
1. Over a quarter of organisations deem ‘multichannel campaign management’ as one of their top priorities
Digital signage forms part of the multichannel marketing strategy, acting as a canvas for unlimited marketing content, campaigns and promotions. It bridges the gap between virtual and physical by offering a complete online product catalogue in-store, providing a seamless experience across multiple channels.
2. 63% of people report that digital signage catches their attention.
This percentage is significantly higher than TV, Internet and billboard advertising. Retailers are choosing digital signage due to its low cost and flexibility but the high impact is the key advantage.
3. 84% of UK retailers believe digital signage creates significant brand awareness
Digital signage is essentially the ‘face’ of a store, it familiarises the target audience with the brand and ultimately makes the company more recognisable. With dynamic signs reinforcing brand messages through an immersive experience, retailers are eager to use signage to fully optimise communication with their customers.
4. Digital video in general reaches 70% of the public
It is evident that digital signage provides relevant content and drives customer engagement but the magnitude of its reach is what rivals other channels. Compared with Facebook and online video platforms, which reach less than 45%, retailers are using video signage to expose a larger audience to their marketing messages.
5. If given a choice, 42% of retail video viewers would prefer to shop at stores that have video displays
With 4K and 8K resolution display drastically improving the visuals on a video wall, retailers are increasingly turning to displays as a low-cost way of informing and entertaining customers. The realistic simulation and impact of video walls add to their effectiveness by engaging users with their environments.
By entertaining customers, you are occupying their time and, hence, minimising their attentiveness to time. Considering, 73% of people said they’d prefer to watch a short video to learn about a product or service, give the people what they want while distracting customers from their wait simultaneously.
6. Digital Signage reduces perceived waiting times at checkout by as much as 35%
Digital signage solves the problem of unpredictable waiting times and long queues in-store. Simply connecting with internal queue management systems offers a more efficient and professional treatment to the customer, optimising the waiting experience which reduces the perceived wait time.
7. 29.5% of customers find digital menus influential for the purchase of a product
Vibrant and eye-catching digital menu displays have come a long way from traditional, unresponsive, static food boards. Restaurants, mainly in the fast-food industry, can now automatically show the right offer, at the right price, at the right time, at the right place.
8. 81% of Gen Z prefers t0 Shop in Stores
Consumers ages 14 to 24 overwhelmingly prefer to do their shopping in stores, largely for mental health reasons. Brick and mortar stores allow for a new type of “retail therapy,” with 73% saying they like to discover new products in stores.
Gen Z’s are digital natives and they have so many apps competing for their attention as a result of technological advancement. To positively serve Gen Z customers within bricks and mortar stores, retailers should provide them with apps that provide an instant in-store shopping experience.
The app detects the Bluetooth transmission and displays appropriate content in the mobile app. This allows the app to react to what’s being shown on the in-store digital signage screen and even control the sign to push promotions, offers or essential marketing messages straight into the hands of new or returning customers.
9. Digital Signage adds an upswing in overall sales volume by 31.8%
Being forced to stand in long queues, search for products, verify prices and check merchandise availability frustrates customers. There is therefore a huge sales potential for companies to capture lost opportunities by making the shopping experience more efficient and satisfying. Digital Signage creates an immersive in-store experience, maximising cross-sells, upsells and impulse buys by quickly adapting and deploying content in real-time.
10. Over 60% of buying decisions are made at the Point of Sale
Digital signage gives customers the chance to compare products. Stores can embrace rather than fear the growing retail trend of ‘showrooming’, increasing their chance of keeping buyers in-location to make their purchase with content that creates experience and emotion.
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- The Importance of Multichannel Retail Report by Econsultancy
- RichMediaTechnologies: Outdoor Effectiveness
- Samsung UK Retail Digital Signage Survey
- Arbiton Digital Place-Based Video Study
- VAGlobal: 4 emerging trends digital signage and Wyzowl: Video Marketing Statistics 2022
- Lavi Field Study
- Eclipse Digital Media: Top benefits and ROI of digital menu boards
- A.T. Kearney: 2019 survey (via CNBC) and Business Insider: The Beacons Report
- Source: InfoTrends
- Advisium: Shopper Marketing Excellence
Originally written by Celia Anderson for SignStix on the 30th April 2015 and updated by Beverley Scott on the 21st March 2022.