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Tuesday, April 3, 2018

How to: Make Your Digital Signage Project a Success

Daniel Waldron hit the ball out of the park in a recent Digital Signage Today article: your digital signage success hinges on creating a unique user experience for your customers.

Staying Consistent with Your Customer's Journey!

Making a Unique User Experience

What's needed to make your customer-facing digital solution noteworthy, unique, worth the investment?

Take a Look at the Basics

Waldron suggests there are several key pieces of advice:
  • Ask: is your digital solution attractive?  That seems fairly basic but.. you'd be surprised! Is the actual hardware visually appealing? Too often, in the interest of perceived cost savings, you'll see monitors that are too small for the setting -- or have been touched too many times without cleaning. Stay on top of details! And, of course, make sure you're taking advantage of high quality visuals and high-res monitors.
  • Incorporate Social Media into the digital experience. Have you seen the Digital Information World statistic: 71% of consumers refer to social media for purchasing decisions? Linking digital signage to social media, Waldron suggests, creates trust -- as social media recommendations carry positive weight and show you're committed to engaging with your customers. 
  • Stay Customer Centric. Don't try to do everything, in other words! If you're a homebuilder, for example, stay consistent with your customer's journey: they're at your sales office because they want to make a lifestyle change. Show them your homes, let them try on various options, help them find out about life essentials in this new neighborhood (where are the local schools; how about shopping?) -- and make it easy to do! Add some fun, where possible!

Keep Your Salespeople Involved

Take a look at CPS' interactive touchscreen SalesTouch system designed for Cornerstone Communities' Aventine sales center. Wouldn't you agree it is visually attractive? And, consistent with prospective home shopper's life journeys?

Although most interactive presentation systems are designed for self-service, it is critical that your sales team is knowledgeable about their operation -- and proactive in getting home shoppers engaged. Bob Musa, in his Creating Customers book, notes that the sales process has always included making the customer aware of the product, creating interest in the product and creating intent in the purchase.  Today, home shoppers want to be educated about how your product will meet their lifestyle needs -- both system and sales agent are actively involved in that process!

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