Digital signage, part of electronic marketing that uses screens for signage and advertising, has been steadily gaining momentum in recent years. Digital signage uses tools such as LCD, LED, and projection screens to display information such as images, videos, menus, and text. Commonly employed in retail stores, mall advertising, airports etc., digital signage makes customisation and dynamic needs easier and more convenient. Thanks to these benefits, digital signage and shopping mall advertising have been growing in popularity in the last few years. Here’s a closer look at recent developments in the field of digital signage and shopping mall advertising.
Greater Interactivity
Digital signage has been featuring some extent of interactivity already in the last few years. During the pandemic, for example, this interactivity evolved even more to offer real, functional benefits via touchscreen technology and informative, live-streaming led video walls. The easy acceptance of digital interactive screens such as in-store menu and food ordering options has shown that customers can adapt easily if the signage offers real value. The next few years will see this kind of customer interaction with digital signage improve and become even more functional and value-adding. Interactive signage makes sense for both the customer and the retailer. It saves time, offers convenience, leads to less waiting, and needs fewer staff.
Wider Use of QR Codes
QR code is another technology that took off during the pandemic and is here to stay. QR codes make it easier to access internet content. It has been used in sectors such as retail and dining. QR codes have a number of value-adding applications. They can be used to pay without handling actual cash at retail stores. QR codes also let customers scan a product and immediately get more information about it on their mobile phone. This information can include data about the various components or ingredients in the product, which can help customers make better-informed buying decisions. For businesses, they get invaluable data on what products customers are interested in, how well a marketing campaign is doing etc.
Increased Number of Screens
Shopping malls, department stores and airports have all been steadily increasing the number of digital signage screens across the shopping area. These screens display information such as the latest offers from the shops on the floor, maps to help visitors know where they are and where they need to go if they want something specific, displaying the latest products and range etc. For retailers, the higher resolution of images and videos and the cutting-edge quality of LED displays help create a sense of anticipation and excitement at shopping malls and department stores. This can help retailers attract more customers and footfall. Shopping malls have also been increasingly investing in self-serve kiosks. These kiosks can be used to serve a number of customer needs including buying gift cards, printing photos and sign up for loyalty cards and offers.
Convenient Cloud Technology
One of the most convenient developments in digital technology has been the ability to save heavy files, videos and images on the cloud. Before using the cloud, businesses had been forced to use physical file storing and saving options such as memory cards and USB drives. This made it harder to customise screens in real time. There is also the risk of misplacing the drive. But modern cloud technology has made it easier to access files from anywhere. It also offers a safer, more secure way of saving your files. As importantly, cloud technology makes updating and customising content in real time effortless and a lot less time-consuming.
Modern Artificial Intelligence
Artificial Intelligence (AI) is being embraced by various business sectors since it saves time and effort. Digital signage has been no different. In the last few years, AI has been successfully leveraged to analyse what content should be shown to which customers based on their historic shopping and online behaviour. AI helps recognise what a customer needs and lets businesses customise their advertising for every customer.
Digital signage and mall advertising are popular trends set to increase in demand even more in the coming years. Get ahead of this trend by investing in it for your brand before it becomes too commonplace and cluttered.
