Nowadays, capturing consumer attention is significantly more challenging due to market oversaturation, so it’s essential to think about how to engage them. Digital screens are an excellent option. They allow for the vivid and clear presentation of information and significantly enhance brand recognition.

Opportunities for digital signage in consumer interaction

If you want to learn more about digital screens, we suggest reading this article. For now, let’s look at the opportunities this technology offers for communication with customers. With the right approach, it establishes communication between the brand and visitors at various points of sale. The most striking advantage that captures attention is the ability to quickly change information in real-time. This is relevant for sectors where data needs to be constantly updated. The impact on consumers occurs on different levels:

Digital signs ensure that customers receive up-to-date information about promotions and special offers, new products, or services. They increase interest in the brand, and frequent broadcasts imprint it in the consumer’s memory. Over time, a positive image of the company and loyalty to it are formed.

The dynamism and brightness of the images guarantee that the consumer’s attention is captured. At the same time, it cannot be said that this advertising is too intrusive — on the contrary, it is just right.

In waiting areas, digital screens can be set up to show videos, clips, etc. In between them, it’s convenient to broadcast advertisements that won’t seem excessive or cause irritation.

Digital signs help organize a comfortable shopping environment. They allow customers to familiarize themselves with the current assortment, compare products, or check prices without waiting for a consultant. 

Sales increase. And the convenience of shopping draws attention to the brand, making it more likely that people will return repeatedly.

With cameras and special software, advertising can be tailored to the needs of the target audience. This content becomes even more useful and attractive.

Such technologies integrate organically into modern infrastructure, not seeming out of place. Therefore, using them is appropriate in a wide variety of situations.

What is brand recognition and why is it needed

Brand recognition is the level of consumer awareness and the ability to recall a company under various circumstances. Specialists identify three levels:

Top of mind. This is the first company that comes to mind when mentioning certain categories of products. For example, McDonald’s is the restaurant that comes to mind when discussing fast food establishments.

Brand recall. Spontaneous recognition. The user can recall the brand name or its logo without external prompts. It is not necessary for them to see the logo. For example, when thinking of a company involved in air travel, a person might recall Ryanair.

Brand recognition. Recognition with the use of a prompt. The audience needs some help to recall the brand. This could be a small mention, a logo, or branded packaging.

To increase recognition, it is necessary to use the company’s PR effectively. Digital Signage is considered more effective than traditional signs and banners. According to specialists, a screen placed at the checkout area of a store significantly boosts brand recognition, even in cases where the person only glanced at the screen briefly.

Why is brand recognition needed?

To increase sales. Consumers find it very difficult to choose when there are too many products on the shelves. If they are similar in characteristics, the choice will be made in favor of the one with which the customer is already familiar. Recognition directly affects this factor.

To retain customers and increase the average check. Recognition is a great tool for additional sales. If the customer likes a product, they will not switch brands easily, as it is time-consuming. This also works even when the price increases, as the customer will know exactly what they are paying for.

Promotion will be more effective. The more people know about the brand, the warmer the audience will become. With properly structured marketing, customers will be inclined to perform target actions without additional prompts.

Do not underestimate the value of so-called “word of mouth.” With brand recognition, people will talk about it to their acquaintances, which helps in promotion, and it is completely free.

Why you should use Digital Signage to increase brand recognition

Digital signs are the best way to enhance brand recognition. They allow you to visually showcase the features of the promoted product or service while consistently displaying engaging content. Regardless of the industry in which the company operates, this technology helps in virtually all areas. Here are the reasons why you should use it for promotion:

Updating information on screens is very easy. It only takes a few clicks using digital signage software. It’s no secret that data always needs to be current, and Digital Signage provides many opportunities for this. You can display information about upcoming events, introduce new products or services, offer promotions, etc. The frequency of updates is not limited.

Digital signs attract consumers. Traditional ways of presenting information are far less vivid and engaging. A digital screen player allows for more striking content that captures the customer’s attention. Therefore, they are worth using to increase brand recognition: seeing a bright announcement, a person will definitely remember some details, including the company’s name. And there are no restrictions on content design.

The technology enhances visitor awareness. Content about the company will be displayed in a pleasant, easily digestible format. You can distribute information across different zones. For example, in public areas, display information for customers and potential partners. To increase brand recognition, participating in marketing events and advertising campaigns is recommended. Visitors will definitely remember the showcased company.

Internal communications also improve. This positively impacts the brand’s image.

Digital signs are currently one of the most effective business promotion tools. Video panels are used both as advertising platforms and as development channels. Presenting information in an interesting and unusual format ensures it will be remembered by the client.

The prospects for digital signage are impressive. As discussed in this article, they prove that the technology truly deserves attention.

The technology in practice

The first Digital Signage panels were not as advanced as modern ones. But over the past few years, they have evolved from one-way posters to interactive devices. This opens up new possibilities, including brand development. It is important for any company to meet the needs of its consumers, so useful content in the form of interactive information about the assortment is a great opportunity to present oneself positively.

If the consumer likes how everything is arranged in the store, they will not only be satisfied but also tell their friends, which will positively affect the brand’s popularity. Digital technologies, such as a Digital Signage player, also allow for interaction with the company. For example, if it’s a clothing store, a customer can create an outfit using items from the assortment and share it with other visitors. Such elements increase interest and build more trust. By the way, some digital signs are equipped with artificial intelligence for more effective analysis of consumer needs. This makes the experience of using the panels even more pleasant.

Why it is important to use digital signage to increase brand recognition

Some modern marketers believe that digital advertising is not necessary for brand promotion. This is an outdated view that is far from reality. For example, a consumer might find an item on a store’s website and then come to an offline location to see it in person. However, some stores install screens directly in their establishments so that consumers can browse the assortment. Some systems even provide personalized recommendations, which is very engaging. If a brand offers something that matches a person’s preferences and hits the mark, it will attract attention. And, in the long term, it will increase brand recognition.

Content Management System for digital signs provides ease in content management and the ability to quickly respond to changes in consumer needs. A digital signage player allows for the automation of the process of displaying advertisements and other information, making it an indispensable tool for modern business.

Classic examples of successful use of Digital Signage to enhance brand recognition

A classic example of successful use of Digital Signage for brand recognition is the Benetton live windows project. It was launched in all the company’s flagship stores, including in Moscow. Marketers used interesting ways to interact with the audience. For example, passersby could experience being the face of the brand through the use of cameras and other specialized equipment.

The Japanese brand Uniqlo, to advance in the Chinese market, placed displays in its stores that could interact with the WeChat app. The screen displayed an image of a person in the brand’s clothing against the backdrop of a famous landmark. The customer could immediately share the photo on their social networks. The share of sales of basic items increased by 30%.

An interesting example of using Digital Signage to enhance brand recognition is the campaign conducted by LEGO. In America, displays that could recognize gestures were installed. Customers were invited to choose interesting construction sets, view the contents of the box, and try to assemble the pieces together. The interactive system was so engaging that it significantly increased the number of customers at the retail location. And the average check also increased.

A similar solution was used in Adidas stores. The real window display was replaced with a video wall. Customers could view three-dimensional images of shoes, choose a color, and study key features. According to the company, sales increased 500 times.

In Decathlon stores, automatic checkouts and touch screen catalog kiosks were installed, allowing customers to visually explore the range of products. Judging by the increase in sales with this solution, customers were satisfied.

Types of content to display on panels

Content is the most important factor influencing the success of brand promotion. If the information is of poor quality, it will be impossible to attract consumers’ attention. There are three main types of content used for display on digital screens:

1. Sales content. This type allows you to showcase a product or service, as well as the process of using what is being discussed. It can also include promotions and short-term offers, customer reviews. In the service industry, “before” and “after” photos are particularly effective.

2. Informational content. This type of content is optimal when you need to present a familiar product or service from a different perspective. It can include reviews, guides, expert advice and recommendations, event announcements, etc.

3. Entertainment content. This is the most effective at engaging consumers in the process of exploring the brand and its products. For example, the panel can display thematic mini-games or visualizations, contests and giveaways, atmospheric photographs.

You need to independently develop the content concept, considering the management for Digital Signage. It is important to focus on the actual features of your product or service, rather than trying to deceive the customer. This will have the opposite effect, decreasing trust in the brand, which will negatively impact brand recognition.

The digital signage system helps manage content easily and quickly adapt to changes in consumer needs. The system for digital signage provides automation of the process for displaying advertisements and other information, making it an indispensable tool for modern business.

Advantages of the technology

In conclusion, here are the advantages that make Digital Signage a worthwhile choice for brand promotion:

– High return on investment (ROI) compared to print media. According to experts, investments in this direction pay off in the first year, with an average profit increase of 45%.

– No intermediaries. You can change the content on the screen yourself, and very quickly. There is no need to hire installers, designers, delivery services, etc. This significantly saves costs.

– Targeting capability. Modern software can tailor offers to specific consumers.

– Interactivity. This greatly increases sales in virtually any field. It also positively impacts brand recognition, as people are interested in trying something new.

Digital Signage systems can be used for omnichannel brand development. But even as a standalone tool, they prove to be very effective, allowing you to present your brand in a bright and attractive manner.

Advision — Content Management System for remote management and media planning of broadcast video and audio content. We help offline businesses and advertising companies automate workflows and implement a robust Digital Signage infrastructure using our proprietary software and hardware solutions.

Contact us, and we will help you implement the most modern technologies to solve your problems!