We live in a world where every year, we see new trends emerge, setting the path for the future. But this is the same world where if people don’t like something they skip it or look for ways to escape it. Remember––ad-block to counter ad pop-ups ads. So now the marketing mediums needs to be subtler. Enters, digital signage that moves across mediums like interactive boards, smart screens, smart shelves in the retail store, and so on––we have mini-computers running in our cars already.
The effective impact of digital signages to not to bombard the potential customer with calls to action but to create a web of points of engagement so the potential customer gets the information that the brand is trying to convey and knows in a heartbeat how to reach the brand for their respective problem. Although the print media suppliers are digitising as well. As far as quick engagement is concerned, signage is the best small boost to encourage customer engagement.
The next thing that going to shape brand narratives is how they deliver that narrative to their customers, and that would be through better interaction and experiences and would play out something like this:
INTERACTIVE SIGNAGES DOUBLING AS NAVIGATION
All the attractive merchandising won’t do the brand any good if it goes unnoticed. and since more and more of the effective market is becoming interconnected. It is logical to have multiple points of engagement with the brand also serve as a boost to drive the customer engagement with the brand more and nudge for more interaction. For instance, the digital signage also doubles as an interactive board powered by AI to not only suggest the best solution to the potential customer but also where to find it and draw out a path that would be the perfect balance between browsing and efficient crowd flow.
Not only will it lead to a faster, easier transaction while navigating the crowds in the store, but it will also provide enough brand exposure to assist other methods such as visual merchandising, allowing them to become even more effective.
DYNAMIC LINK BETWEEN CUSTOMER AND BRAND
With the world always in motion, it is no surprise that engagement is now happening on the move. And with the digital signage the brands are simply one click away to take care of all the preparations so the customer can focus more on enjoying the journey rather than worrying about getting through.
The purpose of the signage is to get the brand known. But to take it one step further, the most effective way to use signage would be to predict the customer needs and push engagement when it is most effective, when the customer actually needs it through observing behavioural patterns. The signage can itself evolves from being a brand’s extension to being its own entity serving as a link between what the customer wants and the brands suited to meet those wants.
INTUITIVE DESIGN
‘Intuitive design’ means just that. It is obvious design. Once the initial engagement happens the customer knows exactly what would happen. It’s the predictability that stems from reliability that makes transforms the potential customer into paying customer.
Bringing that philosophy to digital signage employed by the signage vendors. The designs must be simple. If the customer has to think, they are already lost. Not only that, intuitive design entails making things obvious so that the customer knows how to interact. Simple. Obvious. Bold. That is the most effective way to design signage.
The interactive signages would become an important segment and touchpoints for the customers to know about the brand, and they can’t afford to let a user’s initial experience with the product—whether it’s a physical product or a digital one—be confused or annoying.
To pull it all together, digital signage is rising as a self-contained ecosystem that allows customers to interact with brands, resulting in a push for fluid and spontaneous design that can manage even massive networks of systems. Established as the first touchpoint of contact between the customer base and brand while taking full advantage of the new cyber wave.
