5 WAYS TO MEASURE
THE IMPACT OF YOUR DIGITAL SIGNAGE SOLUTION IN RETAIL
One of the most critical steps in digital signage decision-making is often overlooked: defining your solution’s purpose and measuring its effectiveness. If it looks good and feels good, then the assumption is it must be working.
That assumption is wrong.
Without measurement, there is no clear picture of whether your solution is contributing to your results. Lack of clarity leads to doubt and doubt leads to questioning the solution and the investment.
With 40% of shoppers saying the in-store experience is the one retailers need to improve most,* the last thing you need is digital signage whose value to that experience is a mystery.
Why measure the impact of digital signage?
Confirm that your program is working. Establishing a baseline, creating benchmarks and monitoring as you go ensures that your strategy is successful.
Keep everyone on the same page. Measurement brings performance front and center. All involved know what’s going on and there’s no confusion about what’s important.
Improve accountability. No one can blame information gaps for issues or duck responsibility for performance.
Make better decisions faster. You can’t confirm – or adjust – your strategy in a vacuum.
Expand with confidence. Data gives you ammunition to make your program bigger and better.
Five top metrics for retail signage
The measurements you choose should coordinate with the objectives for your program. Some retailers care about the role signage plays in increasing sales, and others don’t. That being said, here are five common metrics:
Do you see sales uplift in the products you’re promoting? Is your signage impacting the number of items per transaction?
INCREASE IN FOOT TRAFFIC
If you’re using street facing displays, how effective is your signage in drawing people in?
Do customers remember product information or brand positioning?
ENGAGEMENTS PER VISIT
Are customers using in-store kiosks or being helped by associates armed with sales assist tablets? How does that relate to the number of visits?
How is digital signage impacting loyalty programs or store credit card sign ups?
A word about reports
To modify strategy for your program, quarterly reviews of your digital signage metrics will give you the data you need to make good decisions. But for non-strategic changes, such as content tweaks, digital signage gives marketers the ability to test and adjust very quickly. Take advantage of it and make changes on the fly whenever results tell you to.