The customer-facing digital signage market in retail

As many people know, the customer-facing digital signage market is still growing, which is why companies that make digital signage software, like Kitcast, are showing tremendous growth around the world. Digital signs are now so popular that companies are using them despite them not appearing in their overall business goals. For example, there are office buildings that have digital signs outside that display adverts for other companies. They only use to them advertise their own vacancies around 5% of the time, the rest of the time the digital signs are displaying other people’s adverts. We are seeing digital signs everywhere, and the move towards digital signs is only getting stronger.

Product advertising

The most common trend in digital signs is product advertising. Around 71% of digital sign users are hosting product or service adverts on them. This is most likely because digital signs are an easy and economical replacement for posters. In fact, it is far easier to design a digital sign poster advert than it is to design and print a poster and then put it up. Plus, where a poster may sit for a few weeks and then be moved, a digital sign can display a large number of adverts and can change them out within a moment’s notice without any added hassle, worry or delay.

Offers and promotions

The second most common use of digital signs is for offers and promotions, and this really ties into the point made above. Putting offers on posters and such is tricky, whereas businesses can put a variety of different offers and promotions on their digital signs within a fairly short space of time. Digital signs can also utilize live feeds and quick advert-changing times too. A live feed is great because if a business runs out of a certain promotional product, they can simply stop running the advert for it. Around 57% of digital sign users are pushing promotions and offers on their digital signs, but obviously there is a lot of overlap between those pushing offers and those pushing products.

Value adding experiences

It is a little surprising to learn that around 56% of digital sign users are using them, at least partly, to entertain their customers or add value. The problem with surveying these metrics is that what one company considers to be adding value or entertainment is different from what others consider to be entertaining or adding value. For example, some consider showing directions to amenities to be adding value, where others offer fun tips and facts about their products as entertainment. Then there are those who add these pieces of entertainment between their adverts. There are some companies that use these methods in their waiting rooms. For example, a veterinary service may offer information on keeping pets happy during thunderstorms and in the next panel they are offering flea treatment shampoo or offers on vaccinations.

Interactivity in digital signs

The methods by which companies are offering interactivity is stunning. From McDonald allowing people to make orders and pay through their digital signs, to the digital signs that connect to your phone and help direct you around a theme park or mall. Some offer store or event information through QR codes, where others have motion sensors that activate when somebody walks past in order to give them information.

Filmed demonstrations

There are some occasions where filmed demonstrations offer a great way to sell a product and allow users to get the most out of their products. The odd thing is that even though only 36% of digital sign users offer filmed demonstrations, they do help to bridge the gap between the online experience and the offline experience. Rather than having people look up how your product works, you control the flow of information. Even with items that do not require explanations, it is better if you show your demonstration of an unboxing rather than letting a YouTuber do it.