Digital signage capabilities
Increases the overall effectiveness of advertising, and as a consequence, the number of sales;
Provides an opportunity for additional income through the rental of advertising space to partners;
Improves the experience gained by the visitor when visiting the location of digital signage systems;
Flexible emphasis on what you want your visitors to see, for example: promotion of a particular store, brand or action, new menu options, meals of the day, etc;
The ability to show different content at the same place at different times of day, and therefore different groups of visitors;
Flexible management of style and design, both the screen itself and the content played on it;
Information function: notification of upcoming or ongoing events and events;
Helps to create and maintain a positive image in the visitor's mind;
Ability to influence the visitor through several channels: visual and sound;
The effectiveness of dynamic advertising is incomparable higher than that of static advertising;
Quick and easy updating of information;
Ability to use in any location you need (bar, spa, recreation area, conference rooms, fitness area, etc.);
Digital signage is not only a tool to attract and entertain guests, but also an element of indoor design;
Ability to show mixed content, that is, on one side of the screen can be played video, on the other picture, and on the third text content simultaneously.
Main functionality of Digital Signage
Multi-window content placement is supported based on multilayer composition with animation. In digital signage systems there is a free grouping of video surfaces, including a group in a group.
Create complex scenarios for content demonstration and use as a digital pointer screen at the same time, and set up the broadcast schedule for both individual displays and their groups.
Ability to quickly replace and correct messages in parallel with the display on any digital signage screen.
The Digital Signage solution from IDesk is adapted to all interfaces and device diagonals. It is used on standard LED panels, videowalls, as well as unformatted LED screens.
Intuitive content management. Possibility to create local and distributed broadcasting networks with a single digital signage control center.
Visualization, attracting attention and increasing comfort
Digital Signage allows you to organize information or entertainment for your audience, advertise products and services. Used as: digital advertising screens / billboards with audio / video advertising, digital direction indicators, digital service screens / panels.
With the development of IDesk our partners increase the reputation and prestige of their business, creating a comfortable modern space for their customers.
Digital Signage can be used as a independet solution or in combination with:
In many developed countries, information (navigation) kiosks / terminals are experiencing a real boom. With the active introduction of Digital Signage from a means of increasing loyalty, they have turned into a full-fledged profit-making tool. In Russia, the DS system appeared, in principle, later, therefore, interactive kiosks have not received the proper distribution from us. Of course, this is only for now.
Initially, the infokiosk was a standalone device with a static display, all the necessary information was stored in the memory of his computer. Updates had to be downloaded in each case separately. As a rule, such a terminal performed a navigation and information function. With the development of technology and the advent of Digital Signage, not only has the operation and maintenance of info kiosks become easier (all data can be downloaded centrally, varying depending on the characteristics of a particular outlet), but their functionality has significantly expanded. And, importantly, it became possible to recoup the installation of these devices.
As a result, retail is widely interested in the new-old system of infokiosks. Firstly, multi-touch screens have taken navigation to new heights: visitors to large shopping centers can now use several levels of detail, view routes in 3D, scale, build routes based on their location - all that they’re used to using a smartphone. An interesting detail: as studies show, buyers, despite the presence of special applications from retail, prefer not to download them and not to overload their smartphones, but to use information kiosks. On the other hand, the integration of the info kiosk with the mobile application allows you to inform the buyer about the approach to the destination, as well as send him the coupons of the stores to which he is approaching.
But to impoverish the possibilities of modern infokiosks with one navigation would, of course, be stupid - and this is secondly. Now it is a full-fledged assistant for the buyer, in many cases replacing the seller / cashier. The main role of such devices is that the client can use them to get any information on the product, using the barcode that is brought to the scanner, or by entering the necessary data in the search bar. Assortment, price, availability in this store or in any store in the network, manufacturer, expiration date - all this can be easily found out without looking for a seller. You can choose the color, accessories; in a clothing store - pick up shoes, in a furniture store - the color and texture of curtains, in a bookstore - listen to an audio passage, etc. The possibilities are virtually endless.
And, importantly, this is an advertising medium - and here the capabilities of Digital Signage are important. The buyer can receive information about discounts and promotions during contact with the information kiosk (and this content can always be updated using DS. But as an advertising platform, the screen of such a device also works in an inactive mode. Such terminals can use face recognition technologies, determine gender and the age of people passing by to display targeted advertising - and display it at certain times ..
And this applies not only to information kiosks installed in shops and shopping centers, but also to street navigation and information terminals for tourists, metro passengers and other types of public transport, hotel clients, etc. For example, such anti-vandal terminals were installed on the streets of Sochi during the Olympic Games, they appear in many western tourist centers, making it easier for travelers to find attractions and information about them, hotels, restaurants, metro stations and so on. Such information kiosks, of course, have a great future, because the circle of interested in their appearance is very large: municipalities, advertising agencies, hoteliers, restaurateurs, discount services - and, of course, consumers themselves. The loyalty of the latter is largely due to two factors: do they value their time and provide them with good service.
Inventing a bicycle: explain how to calculate the effectiveness of Digital Signage
The Digital Signage system in Russia was in a strange situation. A professional marketer does not need to confirm its effectiveness (dozens of foreign studies with lots of numbers and graphs speak about this), but the client wants clear evidence, and there are almost none. Although DS in our country did not appear yesterday, and it would seem. The problem is that Russian market participants are in no hurry to share their growth indicators. Therefore, domestic statistics in this area do not exist. However, methods for evaluating the effectiveness of Digital Signage are universal. Let's try to reveal them in more detail:
But still, let's start with foreign numbers. According to these studies:
- - 63% of visitors to shopping centers, cultural institutions and medical facilities that use such technologies say that they attract attention; about 30% of visitors consider digital menus and menuboards to directly affect their decision to purchase a particular product;
- - 42% of customers prefer to shop in stores equipped with displays with Digital Signage;
- - DS reduces the time that the buyer realizes as "queuing time" (at the checkout, in the fitting room, to the doctor, etc.) by 35%, including due to the entertainment content that is broadcast on video displays;
- - Digital Signage increases sales by 31.8% because the correct distribution of content affects the speed of decisions made by the buyer;
There are quite obvious performance indicators: an increase in the average check for a certain time, an increase in sales of specific goods or product groups, an increase in sales of goods that were not previously popular, an increase in the popularity of promotional offers, an increase in traffic, etc. Calculating these KPIs is quite simple, again, using DS: for example, by installing monitors at the entrance so that they can track traffic, introducing a video analytics system with age and gender criteria for people watching ads.
But Digital Signage is used not only in retail, and how to calculate the level of customer loyalty in this case? Here come to the rescue ... good old polls. Is the content clear? Did he help with the selection of products? Did the client learn anything new about the product through the DS panels? Answers will help adjust the content used for demonstration on video panels. The main condition is that polls should be regular, and questions should be concise and clearly worded.
You can resort to another method of questioning. This is the method of Frederick Reicheld - calculation of NPS (Net Promoter Score, net support index). The customer is asked one question, and the answer should show the degree of his loyalty to the product / brand. For example: “Are you ready to recommend it to your family (friends, colleagues)?”, The answer is proposed to be selected on a 10-point scale from 0 to 10. 0 in this scale is “not ready at all”, 10 - “I will recommend it” . The answers are grouped into three parts: 0-6 points - critical customers, 7-8 points - neutral consumers, 9-10 points - loyal consumers. The net support index is calculated as follows: NPS = percentage of loyal — percentage of critics. If you go to zero or minus, then something is not right in the “Danish kingdom”. This method can be used both in order to calculate the level of loyalty in general, and in order to understand how much Digital Signage affects this loyalty. In the latter case, you need to compare the results in outlets that are not equipped with video panels and equipped with them.
Also, the easiest and most digitized way of analyzing the effectiveness of advertising campaigns is the introduction of markers: codes (QR, code word, code sets of letters, etc.) that will give a discount, and at the same time you can get the most reliable number of orders with advertising company thereby calculating the ROI from the implementation of the Digital Signage system.
But in general, you need to understand that, in addition to a short-term result, Digital Signage always has a delayed effect. Namely, the impact on the image. That is, the presence of modern digital systems in the retailer’s arsenal forms the image of the company that meets the most urgent consumer needs. In the end, this also has a rather powerful effect on capitalization - it just does not immediately become noticeable.