Photo by Pavel Sanchez on Unsplash

Every day, we encounter digital signage in many formats. From billboards and store signs to restaurant menus, screens seem to be everywhere. While we may think we block it all out, digital signage has actually influenced the way we think and act in many ways. Especially with the current lull in small business activity, digital signage can be an innovative and high-value investment for any business or public space. Here are 3 ways it can influence customer behavior.

1. Impact Purchasing Behavior

To start off, visual aesthetics appeal to human emotions. That being said, adding digital signs at the main point-of decision can make the most impact on the consumer because it allows you to showcase specific information at different points of the consumer journey.

For example, signs near the entrance featuring ongoing sales and new items will encourage people to come in and visit, while signs near the checkout showing limited deals may remind people of a savings opportunity to add to their cart. Having employees mention your promotions may make some people uncomfortable while others simply zone out. Sometimes, a catchy LED screen is all that’s needed.

A huge benefit of digital signage is how it aids the consumer's buying decisions. By offering things like digital price tags or extra product information kiosks, you are able to provide comparison power to the buyer and increase the efficiency of their decisions. With digital systems, you can also tweak your signage to automatically change based on things like foot traffic and different times of the day. Additional features may allow you to run analytics on your content, hone in on your customer psychology, and use digital signage to promote action.

2. Improve Customer Experience

In a world full of tech, digital signage offers a streamlined experience in out-of-home spaces and can entertain consumers. In the current COVID situation, many retail stores are experiencing long wait times and dealing with impatient crowds. Digital signage can be used to attract and engage views through dynamic and relevant content. Retailers can use screens to remind customers to follow safety practices, display wait times or store maps, and even play funny videos to pass the time.

At the end of the day, everyone is on their phones the first chance they get. By having large interactive screens, you can offer a high degree of satisfaction and ease from the moment customers enter the store.

3. Influence Brand Image

Lastly, digital signage can showcase stories and build brand equity. By leveraging innovative products like interactive kiosks and digital signs, brands can empathize with their customer base and appeal to human emotion. The psychological and emotional component behind digital signage can boost any brand's marketing development strategies as well as their customer retention. Placing engaging content around the store can help reduce a shopper's frustration or boredom while also showing off your brand news and personality.

Based on the research and points discussed above, digital signage is an underutilized marketing method that will only grow to become more valuable over time. Despite what people may believe, digital signage systems are not wildly complicated or expensive to put in place. Especially with all the benefits, digital signage can prove advantageous to businesses at an affordable price point.

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