Digital signage is the way of the future. But, if business owners haven’t yet invested in digital signage, they may be concerned with the cost versus the digital signage return on investment (ROI). That’s understandable, and in this market when every penny counts, it’s a good idea to know how measure ROI.
Here are five ways to learn how measure digital signage profits.
Establish a baseline in profits before installing digital signage
It may seem like a no brainer that businesses investing in digital signage must first establish a baseline in profits before adding the new technology, but it is an important step many companies overlook. The reason for establishing a baseline is pretty simple: there’s no way to track sales or other business increases without knowing the current business profits.
Business owners who do not establish a baseline may get an idea on the ROI of digital signage if they see an uptick in sales when they install the signage, but the percentage will be lost, especially if other advertising methods are used simultaneously.
Establish key performance indicators (KPI) when using digital signage
Decide what the business’s or company’s goals are before using digital signage and focus on that. The goal might be to convey a certain message, such as about a product or a slogan, or it might be the customer’s dwell time, that is, the time a customer focuses on the digital signage. Establishing certain campaigns which provide key performance indicators allows the business owner deeper understanding what attracts their customers.
It’s important to know what attracts customers and keeps their attention rather than just capitalize on the spontaneous buyer, even if the spontaneous buyer adds to the bottom line. The key feature of digital signage is to open a dialogue with the customer so that they make informed decisions, especially what to purchase. In this way, the business can use the signage to not only attract but also maintain customers who will continue to buy.
Learn your company’s savings ROI
Not only will the digital signage improve a company’s ROI and bottom line, but it will also free up the company’s employees to perform other tasks rather than have them spend more time with a customer. If the company uses the digital signage as a way to educate their customers about a product or direct them toward a product or location (such as a room in a hotel or a location within a store), it frees their employees to do more important work which will earn the company more money. The employees aren’t tied up with handling superfluous customer requests, changing price labels, and changing signage, and thus are able to increase their overall efficiency. This saves money and makes a team more productive.
Digital signage is also useful to internal communications, a manager can save time showing his message to the employees through the screens. Business owners and managers can determine cost savings by considering how many hours employees must spend changing signage and price labels, as well as providing directions throughout the business (such as a hotel).
Survey the Customers
Sometimes the obvious answer about the digital signage ROI can be answered by a simple customer survey. Asking where the customer saw the information about the product or how they recognized the brand can lead to discovering what influenced the customer’s overall decision to buy.
The customer may decide to purchase a particular product after seeing a short advertisement or learning how their lives can be improved by watching another video on digital signage. The ROI of digital signage may be more apparent when the customer is able to pinpoint what convinced them to purchase the product.
ROI or ROO?
Many companies are concerned with digital signage return on investment when they need to be concerned with return on objectives (ROO). The difference is subtle and they are closely related.
Return on objectives is when a goal is met through the digital content on screens. For example, if the company uses digital signage as a way to reduce perceived wait times at a restaurant and clients are amused with the screens while they wait, the digital signage has improved the return on objective. This makes for a more satisfactory customer experience while reducing employee intervention as well. A high return on objectives will translate into a return on investment. Thus the initial investment contributes to the overall bottom line for a business.
Image source: The O2