For every positive experience digital signage can generate, there is a potential pitfall. Only constant research and understanding can help navigate the challenges of effective digital signage.
There is really only one goal for digital signage: enabling initiative, getting the customer doing something with what he or she has just seen. Regardless of the engagement, a positive outcome is the only desired effect.
Here are three very general areas where digital signage can play a positive role in a customer’s experience within an environment, and the potential pitfall each encounters with poor planning and execution.
Environmental Navigation
Navigation is usually the first impression a customer gets of a store. “Where can I find…?” Good navigation will make the shopper’s experience positive and can reduce time and stress. Digital signage can play a key role in making sure that two goals are met: Showing the customer exactly where to go and showing the easiest way to get there. But you don’t get a second chance at a first impression. Poor navigation techniques, or making the customer work too hard to locate the destination, will disengage a customer before he is even at the destination.
Do we now need GPS in a store?
Education
Learning about a product or service through digital interactivity allows the customer to learn at her pace, not the pace of the employee or the store. The ability for digital engagement (most likely in a kiosk) to be flexible for the customer’s depth of knowledge and desire for education will generate interest, respect and loyalty from the customer.
In contrast, poor education or programming that makes too many assumptions about the customer’s knowledge and has ignored important messaging will sour the experience.
Perception of Time
The ability to cut down on a customer’s perception of time is taken very seriously by environments where waiting (hospitals) or poor attitudes (returning an item that gave you a bad experience) are part of the customer’s experience in the space. Engaging content can change behavior and ultimately reduce a customer’s perception of time.
However, poor execution on basic guidelines, such as the running time on a looping program being shorter than the average time a customer waits, can be a big disappointment. Customers don’t want to see the same thing twice. In addition, creating programming that does not effectively draw attention away from the customer’s purpose in the environment can backfire by making the customer even more aware of the time.
The detail that goes into each category is dependent upon the venue’s strategy with digital signage. Great care should be taken each time. Poor execution with one screen can wreck a customer’s experience in the entire environment. A bad digital signage experience can drive customers away just as fast as bad customer service.
To avoid that end, constant research and understanding will keep your digital experiences fresh and appealing for the customer and the venue.
Paul Flanigan’s passion for the customer experience grew from working in baseball. Most recently, Paul developed, managed, and deployed Best Buy’s in-store network to over 1,000 stores around the world. When he arrived in 2005, he proved the network’s value to the brand, not just in selling the products it played on, but as a customer engagement experience for the entire store. Prior to Best Buy, Paul spent seven years in professional sports, managing video boards and marketing departments for professional and college sports. Paul often speaks at conferences and writes his own blog about digital signage, shopper marketing, and customer experience at Experiate. Having managed content creation, technical deployment, measurement, and business models, Paul’s experience gives him deep insight and a unique perspective on the industry. 
