If you ask any restaurant owner about the secret of success of their business, s/he will tell you that it is all about how well you can find the way to the customer’s stomach. Well, this is nothing new that you hear and obviously not content with the reply, pat comes to the next question – how do you reach the customer’s stomach? Although it might sound too obvious a question to ask about a business that serves foods, there is a reason behind it. Food is no more the only way to reach the customer’s stomach. Today, it is much more important to win over their minds to make it easier to reach the stomachs. Gastronomic experience now hinges on more things beyond food that includes close communication with customers.
Change in communication methods
There has been a sea change in the way retailers communicate with customers. This is most visible in the restaurant business that is experiencing a significant shift from printed menu cards to digital menu boards. The change is significant because it just does not replace the printed menu card or advertising materials like flyers and brochures but adds more value to marketing. The digital signage is a versatile and complete marketing package that you can make use in any manner that suits the marketing needs. Let us now look into the reasons why this versatile digital dynamic display is so attractive for business today.
Restaurants love it
The menu board is the backbone of restaurants. You remove the menu board, and customers would find no reason to be at the restaurant. The menu board brings customers closer to the restaurant because, in it, they find a cause for being there. With so much importance, menu boards at most restaurants are going through a major makeover process in its presentation to customers. The traditional printed menu cards that you find at tables are making an exit as guests can simply glance at the elaborate menu displayed right in front of their eyes on big digital display screens.
The visual appeal of digital menu boards is very high, and any menu changes show up almost instantly, no matter how frequently you do it. Not stopping at it, the new menu boards, if installed across different locations, can incorporate the same changes at all places simultaneously by making the change at any one place. Since there is sufficient space available on the digital boards, more elaborate menu display is now possible.
Going digital means more savings
It may sound paradoxical but true that the sophisticated digital signages save cost as compared to the printed advertisements and communication boards. You have to incur higher upfront expenses for installation of digital signages, but after that, there are no significant costs involved in its maintenance and operations. You can make changes to the content on your own without having to spend anything.
In the case of printed materials, whenever there is any change to the content, no matter how small it might be, it calls for rejection of all earlier inventories and spending on printing new content. There is an added cost of distributing it. The operational costs of printed media for advertising and communication are recurring in nature that remains hidden but adds up to a good sum of money.
Digital installations have very long life, low maintenance and since there are no recurring operational costs, the ROI is much better. Effectively, you spend less for digital boards than you would have done for printed materials.
Digital viewing creates better engagement
The computers introduced us to the digital screens, and the mobile phones have now made it a habit for us. We are so much used to digital screens nowadays that we look at non-digital content with scorn as if it is something not worthy of paying attention. It is now in our mindset that to make anything more interesting and attractive, its display must be in digital format. Since the goal of business is to provide customers with the best experience, it has naturally been more inclined to the use of digital signages, whether indoor or outdoor. Since people are so used to digital viewing, it makes perfect sense for a business to switch over to digital signages that create more engagement for viewers. The presentation of content is highly attractive, and use of videos and images make it high impact. As a result, viewers stay engaged to digital content much more, and this gives business more opportunity to build a better relationship with customers that lead to enhanced business.
Retailers benefit from the interactive displays
The digital boards can also be made interactive that allows customers to drive the content and use it in the way they want. This allows retailers to expand the horizon of business by offering more facilities to customers. It is no more required to wear clothes and jewelry to try it out and see how good it would be for you. After selecting the item, by interacting with the digital display and using its technological features, you can have a virtual trial of the item on the screen to see how much you like it.
With the facility of facial recognition available with some digital signages, you can identify the customer demographics and create suitable content for the target customers almost immediately. The technology allows you gather a lot of analytical data about the customers like height, age, sex and hair color so that you are in a position to present the most relevant content to them for a personalized experience.
Real time updates
The facility of real time updates allows instant content creation that is just appropriate for the moment, and you can change it whenever you want. You either can display specific information at specific locations or can even spread the same content across all places depending on the situation. This is something that has revolutionized the communication system that has become much more user specific.
Businesses never had it so good before in communicating to customers in the way they want. Thanks to the digital signages that have made it possible.
trudy-seeger
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