Digital signage offers many advantages in reaching more of your target audience, but its greatest benefit is the wealth of data it provides. There’s just one problem. “Unless you can get value out of all this…all the rest of it is kind of pointless,” Omnivex CEO Dave Bannister said in a recent webinar. Indeed, your company must figure out how to use the data to drive a better experience and improve your strategy. With data-driven digital signage, you can keep refining your approach and achieving even stronger results.
First, use the data gathered by your digital signage to analyze trends and produce content that keeps your target consumer engaged. Which messages held their attention the longest? Reproduce this type of content to prolong engagement.
Also, use the data to improve the customer’s experience. For example, some banks have integrated data to engage customers who are waiting in line. While they sit in the drive-through, they can communicate their needs via a hashtag broadcast on digital signage. This keeps them calm during the wait and expedites the process once they reach the teller.
One of the most notable applications of data-driven signage is happening in the parking industry. Parking lots and garages are using digital signage to provide parking and safety information within the garage. Using data, companies are personalizing the messages on these signs to address each customer’s specific needs. And going even further, they’re using booking data to recognize license plates on pre-booked cars. This makes parking garage access a seamless process, with no attendants necessary.
Overall, data-driven digital signage allows companies to respond to customer needs in fast and innovative ways.