Can digital signage make wait times less annoying?
While reducing actual wait times at checkout is an ongoing struggle for retailers, a new survey shows that digital signage can perhaps at least make the wait feel shorter for consumers.
According to the survey conducted by Millward Brown and commissioned by digital POS provider Impax Media, 84 percent of shoppers indicate that watching content on digital displays helps the time pass more quickly. About 70 percent of respondents agree they would watch the screens when in the checkout line. Another 15.7 percent aren’t sure, according to VentureBeat, which reported the study.
Asked about content they were interested in, the top response was information on sale items, 76 percent; followed by weather, 75 percent; upcoming special in-store events, 69 percent; new services in the store, 65 percent; local community events, 64 percent; and recipe ideas, 63 percent.
Other research, often funded by digital ad specialists, finds that digital signage offers better recall rates than TV and other mediums. In-store signage has an advantage in targeting messages at the right place and time.
Despite the rosy reviews in the Impax Media study, only 40 percent said they would be more likely shop at a grocery store with digital signage near the checkout line. And in-store signage near cash registers or anywhere else at retail is still rare.
Beyond the expense, the adoption of in-store digital signage is being hampered by a lack of proficiency in creating compelling content. A survey last year of marketers at 200 major retailers by Zmags, a digital marketing concern, found 49 percent indicating content — creating rich media experiences — was the most critical factor in getting consumer attention.
- Study: Shoppers take to in-store video ad – VentureBeat
- 49 Percent of Retail Marketers Say Rich Media Content Is Critical to Gaining Consumer Attention yet 40 Percent Lack Time – Zmags
- The State of Digital Marketing 2015 – Zmags
- How digital signage reduces perceived wait times – Digital Signage Today
- Digital billboard proposal lights up again – San Diego Tribune
- More billboards? That’s like asking for more graffiti. – Los Angeles Times (tiered sub.)
Do you see digital signage helping reduce the annoyance over checkout wait times at supermarkets? What do you think is the biggest reason digital signage hasn’t taken off at retail?