Online advertising isn’t always the most effective or exciting way to attract customers. Businesses can also leverage the innovative features of digital signage to grab people's attention, provide information, and build their brand identity in a way that is safe, efficient, and more entertaining than conventional advertising.

Since consumers have become accustomed to online advertising, many are now gravitating more towards physical displays, making it more important than ever for business owners to understand their full marketing potential. Let's look at digital signage as a powerful tool for companies to enhance in-person experiences for their customers.

Elevating the senses

From the delightful scent of freshly roasted coffee beans to the luxurious texture of cashmere, human sensory experiences give physical stores a significant advantage over online-only businesses. Online may be more convenient, but it cannot replace the tangible and stimulating experiences that physical stores offer. 

However, physical stores face the challenges of getting themselves noticed and using marketing that will drive decision-making from customers. They need to advertise in a way that is entertaining, cost-efficient, and strengthens their brand identity. One of the best ways to do this is through digital signage.

Eye candy for customers

A vibrant and animated digital sign is bound to attract more eyes than a poster or a pamphlet and can leave a lasting impression of your brand in a way that meets pandemic guidelines. The latest innovations in display technology are something businesses should consider.

LG’s groundbreaking OLED displays make digital signage more eye-catching than ever before by delivering more vibrant colours and detail because of self-lit pixels. Unlike conventional LED signage, OLED uses no backlighting, and each pixel can turn on and off individually to produce the deepest blacks and infinite contrast. If marketers can advertise content in 4K at a 120Hz refresh rate, even better, as customers will not be able to help but turn their gaze toward the mesmerising realism of OLED. And because the images move and change constantly, digital signage is always drawing customers closer and keeping them engaged. Most importantly, this engagement drives customer decision-making. When Nielsen, a global marketing research firm, tracked 120 grocers who use digital signage, they found that 80% of them saw a 33% boost in sales compared to using print signs.

Marketing with flexibility

Digital signage can offer businesses a lot more than just increased engagement. It is a great way to save marketers a lot of time and effort compared to the storage, delivery, and printing required for paper signage. It enables various functionalities that paper signage lacks, such as interactive displays that can answer customers’ frequently asked questions, help them find their way around the store, or keep them updated about new products or specials.

Marketers can also update campaigns or change their messaging in real-time from a remote location across multiple branches, allowing them to communicate more effectively with customers with minimal cost and effort. Digital signage can therefore convey different messages to different customer segments at various locations or times of the day. It can also promote special events, such as holidays, conventions, or clearance sales, to keep content relevant and up to date.

Embracing the digital age

Businesses are always trying to connect with customers in new ways to build more exciting experiences, and digital signage has allowed that. More advertising tools that leverage digital signage are also emerging, such as customer queue apps, transparent screens, integration with mobile apps, and even facial recognition technology that can display ads based on AI analytics.

Display designs are also becoming more innovative. For example, LG’s Dual-View OLED commercial displays are available in both flat and curved tiling configurations, creating even more compelling visual experiences for customers.

The advances in display technologies are providing businesses with smarter and more effective marketing solutions, and business owners should capitalise on these innovations if they want to stand out among their competitors. The world is accelerating into an increasingly digital age, and those who embrace it will be able to seize the new advertising opportunities that come with it.