Digital signage analytics is something that every business should be interested in and work hard to implement. Most retailers believe that digital signage is difficult to measure and they end up setting up their system and forgetting it. As a result, you end up with similar content that sits on the loop for several months and this can be quite boring for your customers. Read on to know why digital signage analytics are important for retail businesses.
- Improved content creation
When you have crucial data driven-display analytics, you are able to create better content for your digital screens. When you include too much information on your digital content, then it will result in reader fatigue and may not convey the information that you wanted it to pass across. You need to ensure that you create digital content and schedules with adequate content pieces that do not change so fast to ensure that your messages leave a lasting impression or really sticks. With the right digital analytics, you can easily narrow down your options and get 3 or 4 systems that will truly work. With the ability to make well-informed decisions, having 1 or 10 pieces of content will not matter, because you know that you must only apply those that work and will give results.
- Insight into what your clients actually want to see
Apart from making the lives of most retailers easier, digital signage analytics makes it easy for business owners to know what their clients are eager to see. It is easy for retailers to make lots of assumptions about the needs of their consumers. However, since digital signage has not been adopted by all businesses, the results will be surprising if you try it. When businesses can measure and track individual screens and content, it is easier for them to determine where there are gaps and how they can create more effective campaigns for their clients.
When the objects become cleverer, you will begin to easily connect up the different parts of your consumer experiences and this will affect your digital content screen information. For instance, some retailers will have sensors on their store doors to measure footfall. As a result, the busier the retail store gets, the better that you can adjust your digital signage screens or menu boards to show off your special offers and direct your customers better. This will in turn reduce the waiting times on the lines and will relieve your bust staff. You can also use digital analytics to plan your future campaigns.
When you get an exact peak period from your sensors, you can use this time to display your important messages and special offers. When things go down, you can now share other content such as news information and social media feeds.
- Crucial feedback on campaigns
A lot of time and effort is required to create an ideal digital signage display. However, when it goes on the screen, you get no real analysis or feedback on how your campaign is fairing on. This mainly happens because most retailers will use similar principles that they used when creating their last campaigns. When you have an overflow of digital signage analytics, you can easily tell the campaigns that were successful and those that were not.
If people are zoning out whenever you play your newsfeed, then this is a sign that they do not connect well with that kind of information. On the other hand, if your social media feed is doing well and people are really looking, then you can follow up and increase the rich for better results. You can easily test simple elements like layout, font, and color when you are able to track the number of eyeballs and footfalls on your screen at a given time.
When you have refined and real-time analytics on who is looking at your digital signage screen and when, then it becomes easier for you to manage your internal and corporate communications. If you know that your employees usually view your screens in the morning, but not in the afternoons, then you can alter your schedules and playlists to match. If your digital content tends to get a high number of interactions and views just after launching, but views reduce over time, then you must refresh your data more often to get more views. Having important analytics on the use of your digital signage will help you to manage your in-store team better.
With the use of digital analytics, businesses can determine what works for their retail stores and their clients. You do not have to stick to set “best practice” rules because your business and your clients are unique. You can easily test your new ads every day or weekly because you have access to information on what works faster and better for you. With digital analytics, you will have the ability to make more agile and faster campaign changes that will guarantee the success of your digital signage solutions and yield the intended results.
Author bio: Karen Anthony is an experienced marketer and branding specialist. She has worked with numerous companies and helped them to implement electronic menu boards for better customer engagement.