Digital signage is becoming increasingly more diverse as a technology. While previously only known as a static advertising device to deliver one-to-many messages, it is now becoming a jack of all trades.
For example, it is now common for displays to integrate kiosk elements, whether that be a touchscreen or a vending component to deliver a coupon or prize for customers. In addition, many vendors are developing tools to more accurately measure and identify audiences and then deliver content tailored to those audiences.
In addition, digital signage is also increasingly integrating with other smaller screens: customer's cell phones. Customers spend a significant amount of time on their phones, so it makes sense that digital signage would find some way to communicate with that device. And during COVID-19, this becomes more important than ever as customers are less likely to touch public touchscreens and may prefer to interact with "interactive" digital signage content from the safety of their own screen.
In addition, digital signage can reach out directly to users' cell phones through beacons, which can deliver targeted messages, integrated purchasing options and much more.
To gain a better sense on how digital signage is integrating with mobile phones, Digital Signage Today spoke with Jeff Hastings, CEO of BrightSign on this topic.
Q. Is the demand for touchless driving up mobile integration with digital signage?
A. Touchless interactivity is definitely on the rise. And while this has been driven primarily by the pandemic, it really just accelerated the inevitable adoption of mobile-driven customer experiences. Touchless interactivity is here to stay, and I expect it will play a growing role in digital signage long after COVID fades into memory.
Q. What ways can mobile integrate with digital signage?
A. Scanning a QR code is probably the most direct and efficient way of integrating mobile devices into digital signage. You can also engineer solutions using Bluetooth and proximity sensors, but those methods are more complicated and present a number of technical hurdles that can make them difficult to implement.
Q. How can it improve the customer experience?
A. First and foremost, mobile integration makes it possible for customers to engage with digital signage in a meaningful way, without having to contact high-touch surfaces. It also enables customers to dictate how they engage with the signage. Self-directed experiences like these ensure that customers get exactly what they want from the interaction.
Q. How can digital signage integrate with existing mobile loyalty programs or mobile payments?
A. When scanning a QR code or entering their phone number, loyalty program members could be presented customized content on-screen. For example, they could be served offers that apply to their purchasing history, prompted to take advantage of special offers they responded to in the past, or notified about upcoming specials and events. Really the possibilities are endless when it comes to engaging loyalty program members via their mobile phones.
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