One of the largest challenges for all venue owners is to make certain customers are treated with professionalism and responsive support. It's more difficult than it sounds. Anyone who has approached an employee in a retail environment with a simple question can attest to the slow deterioration of customer service. The good news is that digital signage can help.



Below, I'll describe a discouraging trend in shopper support and how relevant content provides an attractive alternative. I'll also explain why giving control to consumers is important and how to reach them by blending entertainment and information.

Battling A Growing Trend

The sluggish economy has wreaked havoc in all industries. An unanticipated side effect has been a dramatic decline in the level of service. As companies have struggled to stop the financial hemorrhaging, they have been forced to lay off workers. Those remaining feel less attached to their jobs and as a result, are less inclined to help shoppers. Digital signage can counter this trend by addressing the specific needs of customers.

The Value Of Relevant Content

Shoppers have questions and concerns that must be answered. For example, they may need to know where items are located in a store or how to use certain products. They might want to see a demonstration of a product's benefits or watch a visual comparison between similar items. These questions and concerns used to be addressed by the store's employees. Today, it's difficult to find anyone on the floor, let alone someone willing to help.

A signage network can be programmed to deliver contextually relevant content that addresses these needs. Screens can be strategically placed near specific product categories with content showing those products in use. Interactive screens can be deployed to help shoppers get the information they want in the least amount of time possible.

Putting Consumers In The Driver's Seat

Venue managers are increasingly putting digital signage under the control of visitors. The promotional and informational segments within a content loop can be dictated by those visiting restaurants, stores, bars, and a variety of other settings. For example, a restaurant might allow diners to check local movie listings. A bookstore might let visitors browse online book reviews prior to making a purchase. Bars might let patrons browse sports scores. Signage content used in this manner not only supports a customer service effort, but also builds loyalty.

Making The Time Pass Quickly

Nobody enjoys waiting in lines. Minutes can seem like hours, especially if you just need a quick answer to a simple question. By placing screens along the path where customers line up, venue managers can inform and entertain those who are waiting. For example, in a retail setting, current in-store sales can be promoted, mingled in with short entertainment pieces. In a bank, news items can be shown, interspersed with advertisements about new banking products. This provides a powerful customer service element. Those who are waiting in line receive content that informs, entertains, and makes the time pass more quickly.

As every industry becomes more competitive, retail businesses can gain an edge on their competitors by providing a higher level of customer service. A strategically placed digital signage network can address customers' needs, provide them with content control, and reduce frustration while they wait in line.