Edition One.
Digital displays is a highly discussed topic in retail, hospitality, and leisure industries. While the primary focus is on promoting products, attracting new customers, increasing sales, and generating advertising revenue, it also plays a crucial role in enhancing brand and customer experience.
Digital displays has been found to capture 400% more views(1) and engage audiences 22 times(2) more effectively than traditional signage. This presents an opportunity for businesses to convey their brand values and ethos within their outlets.
We spoke with Marc Myles, a digital display product specialist at Trust, to understand how digital displays supports brands in enhancing customer and brand experience.
“When engaging customers, it’s important to start by understanding their objectives and how they will measure success with digital displays. While objectives may vary, a common discussion point with customers is how digital signage can enhance the customer and brand experience through immersive content and brand-aligned positioning,” Marc Myles explained.
“Technology ultimately is an enabler to your vision and strategy, and that can include supporting and enhancing your brand equity. For example, if your brand is about authenticity, and heritage then the use of digital displays needs to be considered to ensure it is sympathetic to the brand – ensuring the right content is displayed in the right way. If you get this right digital displays can support the atmosphere, feeling, and alignment for your customers. See digital display as an enabler to enhance the customer connection to your brand.”
“The technology, in this case the end-to-end digital display solution serves as an enabler for your vision and strategy, including the enhancement of your brand equity. For instance, a solution for a brand that is centred around heritage needs to ensure the overall digital displays mirrors this through the content, enclosure, placement and screen size. Getting this combination right supports you to create the atmosphere, feeling, and alignment with your customers. Digital displays should be seen as a tool to strengthen the customer’s connection to your brand,” Marc Myles added.
“To us an effective strategy is more than a screen. When developing a digital displays strategy to support your brand there are various elements that make a difference. We explore the right screen, the right location and the right enclosure. The enclosure and fittings are crucial to support your branding and outlet aspirations. The objective is for the digital display to blend with your store’s interior design and create harmony between your brand and what the customer sees. This could range from minimalistic to more complex designs. We work closely with customers and a network of best-in-class partners to offer consultancy on enclosure design, ensuring the right aesthetics for your store, brand, and customers,”
The key is to collaborate with a provider who understands and can help your business build digital display strategies that align with your business objectives. Through a consultative approach, Trust can guide you to mirror your brand equity and use digital display as a tool for enhancement.
See some of our client case studies here.
If you’d like to learn more, or would simply would like a casual chat about Digital Displays, our Trust expert Marc is available via LinkedIn or email, or you can call him on 07447 444070.
(1) Digital Signage Today
(2) Indoor Advertising Association