The rapid pace of Digital Signage’s technological advancements over recent years means plasma displays are becoming commonplace in public areas. These displays face the danger of simply being ignored because consumers’ limited capacity means higher selectivity in exerting cognitive effort in an effort to deal with the clutter and subsequent information overload. Companies, such as Intel and Microsoft, have joined the race in trying to find new avenues for the displays to grab and hold consumer attention. Dynamic digital menu boards represent an important type of digital signage that has begun to be deployed in some fast food outlets. These displays combine the power of vibrant video and high-speed Internet to enable remote controlled digital displays at the Point-of-Purchase (POP). Despite the prevalence and ubiquity of these displays, the effect they have on the consumer has received very little attention in the academic literature.
Flat panel LCDs and plasma screens are becoming ubiquitous in public spaces and retail locations. Most public displays are linked to digital private networks to feed information to the public and are referred to as Digital Signage. Digital Signage’s popularity can be attributed to low deployment and maintenance costs, plus the ability to control and manage content at the click of a button.
Given the rapid advances in Digital Signage, the fast-food industry has welcomed this change, as Digital Signage helps cut costs, increase customer turnaround times, and moves slow-selling stock. Since 1998, fast food outlets, such as Wendy’s, exploited the capabilities of Digital Signage to upgrade their static menu boards to Dynamic Digital Menu Boards (DDMB) or video menu boards, whereby, the content could be updated in-store from a central server. DDMB are plasma or LCD screens that integrate static menu text with high quality images, videos, slideshows, animation, and live news feeds, and are used as menu boards, too.
DDMB enable consumers to view food advertisements with similar quality to that seen with HD television, although the displays often focus on showing the features and textures of the food in highly detailed videos. For example, typically the images do not show actors or other objects other than detailed portrayals of the food items. Additionally, promotions, news feeds. A dynamic digital menu board at Wendy’s 2 weather information, or other content can be coupled with the food displays. Many fast food restaurants now have at least one video display, showing content relevant to the restaurant’s offerings.
The perception that digital signage is very important is one of the main ones. The advantages we see are incredible:
- Reduces the perception of wait times
- Adaptation to the context and audience
- Decreased complaints
- Attractive contents
- Dynamic Advertising
- More enjoyable consumption experience
- Collection of statistical data
Recently conducted a study that points to the following facts:
- Queues are the most hated part of shopping
Among the clients interviewed, 69% said they are extremely frustrated and annoyed by the long waiting lines for payment. 84% of customers said that watching content on digital panels decreases the perception of waiting time, so it looks like time goes by faster. Digital signage in supermarkets reduces waiting time to at least 35%.
- Most customers are interested in digital panels
70.2% of the clients interviewed said that they watched the contents that are on the digital panels. Another 15.7% said they were not sure, however, this means that 85.9% of buyers are potentially interested in watching. The data can be even more encouraging, with 85% of shoppers having digital signage saying that the digital panels are fun and enjoyable to watch. 78% of them claim that the digital panels catch their attention and 70% say the content is useful.
- Nearly half of customers are more likely to buy in stores with digital signage
40% of customers said in this study that they would be more likely to shop in places with digital signage.
Digital signage attracts consumers’ attention and allows for much more effective interaction and experience!
In addition, we can realize that this study can be applied not only in grocery stores and supermarkets, but also for other points of sale such as clothing stores, electronics stores, etc.