Digital signage is used to inform and engage an audience, promote products and services and facilitate and help both consumers and employees of businesses. Digital signage is implemented across a wide range of industries and businesses that include retail, healthcare, events, security and much more.
Digital signage is a constantly evolving field. And with the “push” given by the pandemic worldwide it is changing and keeping up with the times. Now the emphasis is more on safer and contactless interactive solutions and virtual connectivity. Digital signage has seen innovation in this regard.
1. Non-touch and More Interactive Content
Due to pandemic consumers tend to avoid physically coming in contact with touch screens. It has led to consumers leaning more towards online, where they can view and purchase products without coming into unnecessary physical contact. To keep up with this, technologies like face and voice recognition, near field communication, body sensors, RFID and the use of QR codes are being integrated in digital signage solutions. Areas with high footfalls and increased physical interactions benefit more by it. For example, in banks, retail stores, and public transportation spaces like airports, contactless digital queue management solutions can be applied where customers can generate their virtual queue tickets through scanning QR codes directly through mobile phones. Another trend in digital signage is be increased use of self-help kiosks for a contactless fast order and check out process and payment through QR codes or RFID without any need to come directly in contact with Point of Sale machines.
2. High-quality Functional Digital Signage
High quality and more tech-enabled digital signage solutions will communicate better with the audience. These will improve the user experience and be more accessible. Strategically placed digital signage devices displaying discounts to the first 100 customers who scan the QR code incentivizes customers to make a purchase and also increase footfalls in the stores. Digital signage screens can be used as gaming consoles too. By pairing up with the mobile devices through Bluetooth or Wi-Fi, waiting customers can play games on digital signage screens and reduce perceived waiting times.
3. Trigger Based Personalized Signage Solutions
Smart digital signage solutions can understand the customer’s needs and display advertisements accordingly. This portrays the brands being advertised as problem solvers and gains them more traction. Signage near traffic stops during lunch hours can provide data on traffic updates and also advertise about food outlets nearby.
4. Increased Use of Artificial Intelligence
Upcoming trends in digital signage include the increased use of Artificial Intelligence(AI). Combining facial recognition technology with digital signage solutions will allow AI to display informed choice of products. Face recognition algorithms can detect demographic details like gender, age, purchase history, clothing, accessories and shopping patterns. For example a visitor in a retail store could be shown products that she has bought before, or which complement previous purchases. It can be used in diners and food chains to display and provide offers on food items ordered by the customer before.
5. For Internal Business Communication at Multiple Locations
Digital signage can be used to provide clear notifications and messages in multiple locations of an organization. It ensures that the message is not missed and relayed to all employees. Digital signage devices can be installed at multiple locations within the premises and also within several premises set geographically apart.
6. Immersive Experience Through Augmented Reality and Virtual Reality
Upcoming trends in digital signage include the increased use of Augmented Reality (AR) and Virtual Reality (VR) to provide an immersive experience to the consumers and thus interest and engage them more. It is used in real estate business to display the 360 degree view of the rooms and apartments for sale or rent. It’s also used in the apparel and accessories businesses that lets the customer try out the products without even touching and wearing them. AR/VR is also increasingly being used in tourism, education, e-commerce and many other industries.
7. Multitude of Digital Signage Screens
Increasingly, digital signage screens will be installed as people avoid direct interactions due to social distancing. Smart digital screens will display the relevant items, store addresses or correct areas within the stores. It will save customers’ time and at the same time save more money for retailers in terms of labor cost.
8. Increased Use of Data Analytics
Another upcoming trend in digital signage is the integration of data analytics with digital signage. Digital signage solutions can capture data and provide periodic reports to formulate more effective solutions and optimize resource allocation.
CONCLUSION
Ongoing and upcoming trends in digital signage focus on providing contextual, dynamic and real time content to the audience. It will no longer be intended only for displaying stock videos and images but will focus on engaging the audience, improving the customer experience, providing more benefits and above all, increasing sales and conversions.
