Have you ever wondered what your customers really think of your digital signage? You don't have to do an extensive survey to find out. Below are some of the most common things your customers may be thinking but not telling you:
"Too much information makes me feel like I'm taking crazy pills!"
Trying to communicate too many messages in digital signage content overloads customers and makes them tune out. Strive for an active yet readable pace in rotating images. Remember the "3x5 Rule": only use three to five points per image, and three to five words per point. Keeping messages short and sweet allows your customers to absorb them instead of feeling overwhelmed.
"If I have to work to read it, it won't get read."
Your Number One Goal for digital signage(or any signage) should be visibility. Small text size, glare, poor color contrast, distance and bad angles can all cause customers to give up trying to read your sign. Before installing a digital sign test the monitor in a variety of places in your store at different times of day. You may find that a great location in the morning catches a terrible glare by closing time. No one should have to squint to absorb your message.
"That clip art makes me think you're an amateur."
If you committed to an investment in digital signage you should commit to featuring professional content. If the images don't look up to par with a modern graphics, your customers will wonder why you didn't care enough to make this platform match the rest of your branding. Take the time to have professional images designed for your digital signage. It's a highly-visible indicator of your brand's overall quality.
"Speaking of amateur, the holiday promo slide you're still running in March makes me think you're not on top of your game."
Digital signage content is dynamic, which means as quickly as it can be updated, it can be out of date. Outdated promotions or images give a negative impression to your customers; if you forgot to update the sign did you remember to update the food safety log? Make your business look responsive, alive and intelligent by taking advantage of the quick content updates available with digital signage. If the temperature spikes in the spring replace the soup promotion with a frosty dessert deal. If you have social media feeds, integrate them into the content mix and post something funny that's related to current events.
"I really enjoy your digital signage when you do it right!"
Customers want to be educated, entertained, engaged, impressed and rewarded...especially when they're waiting. Digital signage can do all of that for you. Show pictures of your employees' work in the community, Enhance the in-store experience by highlighting upcoming deals or specials and provide fun facts about your business or industry to make customers feel like they made the right choice by coming to your store.
