It used to be: “Say it; don’t spray it.” Today, it should be: “Don’t say or spray it, unless you CTA it.” Okay, that might not be as cool or universally understood. Let us explain.
Right now, you’re probably reading this via phone, tablet, or laptop. Once you’ve finished it, you’ll move on to your email, or Twitter, or Google Drive. And then tonight, you’ll spend a few hours in front of the TV.
That’s modern living. We won’t depress you with stats on how much time the average person spends, each and every day, staring at the ever-present glowing screen. Suffice it to say, we all know it’s not insubstantial.
It’s no secret that we all feel like we waste too much time on the internet, and excellent digital signage is an exception to the idea that screens are useless time-suckers.
When strategically deployed, digital signage is an incredibly effective marketing and messaging medium. But in a world of endless screentime, it’s important to display content that serves a genuine purpose.
We chatted with Sprinklr Display’s VP of User Research and Display, Justin Garrity. He emphasized that what’s “trendy” in digital signage doesn’t always align with what customers actually want.
A great example of this is interactive digital signage. Countless retailers have installed massive screens in their stores, all equipped with innovative software (because, let’s face it, it’s hard to resist cool stuff.) But these products can quickly become more nuisance than necessity.
A few years back, customers were wowed by the mere existence of digital signage. But as the screens started popping up in all types of locations -- shops, hospitals, offices, schools -- people became disenchanted with the eye-catching displays. As Justin pointed out, ATMs are also digital signage kiosks, and nobody’s fainting in excitement over them.
Now that the products have gone mainstream, people are less inclined to poke around and explore the solution, especially when they’ve escaped their office screens to go out shopping.
So, don’t put content on a screen for the sake of filling up the medium with data. (After all, if they really wanted to stay on the computer, they could just shop online.)
Sometimes they may even become annoyed, especially when the displays are poorly-designed with over-the-top graphics and animation.
The novelty has worn off, and that’s a good thing: It means it’s time to figure out how to actually maximize the impact of the digital signage displays.
For any retailer, getting people through the door is a huge accomplishment. It means that they’ve chosen your store over every other place they could be at that moment. Once they’re inside, a positive experience must be delivered.
You’ve got to remember that the digital signage isn’t the experience. When used correctly, it serves as a helpful tool that enables customers to better appreciate the world around them. There are all types of ways to picture this.
Sports stadium? The signage should add a new dimension to the game, not tear people’s eyes away from the action.
Shoe store? The signage should compel shoppers to try on the shoes, not watch models strut around in them.
The screens in our pockets are chock-full of mindless text and images, already. Great digital signage doesn’t need to be another endless scroll. When it’s strategic and intentional, it can truly add to people’s lives in a meaningful way.