Are you investing in digital signage for your shop? Don't fall into the 'content trap'. Creating and playing a playlist is simple. But do you want to reach its full potential? Then, adjust your content to the time of the day and the people in the shop/store/sales outlet.
The best way is to think like a television programmer. Their goal is to achieve the highest viewing rate. So, he airs a show live during primetime, repeats old stories in the afternoon, and airs horror and action live once the kids are asleep. This is called day-parting.
Your audience varies during the day. For example, right after school, you get flooded with
15 and 18-year-olds. Meanwhile, during early Saturday mornings, you welcome older people.
Successful day-parting works hand-in-hand with good content strategy: you determine the message you want to get across. Who do you want to reach and what do you want to achieve? The dimension 'time' has a big role in this.
Aim for your gut feeling, but it makes sense to rely on data too. Keep track of who's buying what, and at what time. Record the number of people that visit your store with a traffic counter and create connections with the data you've gathered.
Make sure that some products earn their own timeframe per day. It doesn't make much sense to promote strong beer early in the morning. Coffee and sandwiches will seduce people to make these impulse purchases. Your figures tell you the complete, sometimes surprising, story.
Imagine running a supermarket in a busy city environment: a residential area with a school, several offices, and a tennis court. Create your digital signage content for a typical workweek, the weekend will look different:
Not a supermarket owner, but have a shoe or clothing store, sell jewelry or specialist in bicycles? Make sure to use your displays as efficiently as possible. The principle remains the same: identify your audience, what they're buying and when and respond to this with your digital signage content. Make sure you're of being consistent in your communication.
Ready to increase your sales? Discuss your solutions for dynamic digital signage content with your reseller.
Source: Samsung Evolve