How to address the four most common roadblocks customers use in their dynamic-signage protest.
By Beth Osborne
Finally, your customers need to understand that a monitor and a USB cause what I refer to as “rolling blackouts.” This phenomenon occurs when a USB is plugged into a screen with no software. Image files are displayed, often stretched or pixilated, in rotation; and in between each file is a flash of black screen. Any customer attempting to read these screens will notice these “blackouts” – they can dramatically impact the customer experience and, hence, greatly reduce the effectiveness of dynamic signage. I’ve seen billion-dollar brands commit this travesty, and if they really understood the impact, they would quickly make a change.
The how-much challenge
The biggest barrier you have to overcome is typically cost. Regardless of your customer’s size or volume, it’s hard for them to reconcile the investment. Luckily, data and results are heavily documented in the industry. Use industry resources such as whitepapers, case studies, and data from trusted subject-matter experts and industry organizations. These resources are often targeted to specific industries, so you can tailor your response.
In addition to utilizing industry resources, you should also begin to build your own. Initiate a sharing of data with your customers in order to measure the effectiveness of dynamic signage. If customers are hesitant to provide you with specific numbers on revenue, ask for percentages. Track this data and label it by industry and by goals. For example, a fast casual restaurant could be interested in measuring a specific element, such as if sales on daily specials went up, or if the time to order decreased.
After about 90 days, data should begin to reflect changes instigated by dynamic signage. Look at same sales for similar items from the year before, as well as six months before. Then compare to the results from the last 90 days. There may be additional factors impacting changes that aren’t related to dynamic signage, such as social media or e-mail marketing. However, this latter type of communication simply gets a customer into the store; it doesn’t further influence their choice when they make a purchase – influencing the buyer at this stage is mostly attributed to the content and message on the screen.