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 stop/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, he 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.
Start from figures and strategy
Successful day-parting works hand-in-hand with good content strategy: you determine the message you want to get across. Who you want to reach and what 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, at what time. Record the amount 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 mornings. Coffee and sandwiches will seduce people to make these impulse purchases. Your figures tell you the complete, sometimes surprising, story.
Program content during a typical day
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:
- 7-9 AM: morning rush. Office-employees are looking for a quick bite, a bottle of water or a smoothie, a banana or yoghurt as snack. Ideal for a morning deal, which you can promote on your displays with an eye-catching message.
- 9 AM-12 PM: morning rest. Stay at home parents, pensioners and people taking a day off. It doesn’t matter if it takes a minute more or less. Ideal for inspiring content about cooking, housekeeping and spare time activities: a video recipe, offers for laundry detergent, a book or DVD deal.
- 12-1 PM: Lunchtime. Time to respond to hunger pangs again. Food animations work well, such as wraps, sandwiches and sodas. Once the need for food is created: make use of this and don’t forget to up-sell by promoting snacks too.
- 1-4 PM: Afternoon rest. Repeat the content from the morning rest phase. Or just remake the concept and focus on completely different products.
- 4-6 PM: Afternoon rush. Students love to snack during college. Imagine sending content live custom to them: cool and smart content that speaks their language. Besides the chips and chocolate, don’t forget to offer mouthwatering fruit and healthy snacks. Keep all your customers in mind, such as working parents that are in a rush to grab some food and thirsty local tennis players.
Not a supermarket owner, but have a shoe or clothing store, sell jewellery 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.