The Digital Signage As we speak podcast has marked its first stay episode on the ICX Summit, that includes a stay onstage interview with J.P. Lacroix, president at SLD a strategic design company based mostly in Toronto and Shanghai.
The Digital Signage As we speak podcast has marked its first stay episode, which was recorded onstage at this 12 months’s Interactive Buyer Expertise Summit.
The summit was hosted by Networld Media Group in Charlotte, North Carolina and was co-located with the Financial institution Buyer Expertise Summit.
Within the onstage dialogue, Daniel Brown, editor of Digital Signage As we speak, interviewed Jean-Pierre Lacroix, president and chief technique officer at SLD, a strategic design company based mostly in Toronto and Shanghai.
Lacroix shared insights from greater than three many years of expertise within the evolving world of banking and retail digital signage. He supplied a spread of insights on how corporations can use digital signage to create stronger connections with customers and the challenges companies face in totally implementing these applied sciences.
Understanding the ‘blink issue’
One of many key takeaways from the dialogue was Lacroix’s idea of the “Blink Issue,” which has been a guideline for his firm for over 35 years. As Lacroix defined, this concept originated from early work with Pizza Hut.
“We have been the inventors of the Pizza Hut Café idea,” Lacroix mentioned, noting customers usually referred to the enduring chain because the ‘purple roof’ due to its visible presence. By way of analysis, he mentioned, SLD found “40% of all communication is visible, and 80% of that’s based mostly on shade and form.” The Blink Issue, subsequently, turned a technique to join customers with manufacturers emotionally via visible cues, serving to them make immediate model associations.
Lacroix emphasised the significance of this visible branding in in the present day’s digital panorama, the place customers are bombarded with messages. He identified manufacturers must create a seamless and emotional reference to their clients, significantly in bodily shops the place expertise can be utilized to boost that have.
The ROI of digital signage
One other central theme of the dialog was the return on funding of digital signage, one thing Lacroix believes many companies do not totally monitor.
“Digital signage is efficient in driving gross sales,” he mentioned, however lamented “most retailers and banks do not monitor its effectiveness.”
This lack of measurement can result in doubts concerning the worth of investing in digital signage, particularly when its impression just isn’t instantly obvious.
To counter this, Lacroix and his staff carried out a research to offer fact-based proof for his or her purchasers. The research interviewed 1,500 customers and 300 bankers to know how digital signage influences conduct. One of many key findings was that clients have a tendency to note content material most when they’re seated, reminiscent of when ready in a financial institution foyer.
“Wherever a shopper was sitting or ready had the very best content material readership,” Lacroix mentioned. In distinction, clients standing in line have been usually preoccupied with their cellular units and paid little consideration to digital signage.
Overcoming challenges in digital signage implementation
Regardless of the confirmed effectiveness of digital signage, Lacroix acknowledged many companies face vital challenges in implementation, significantly in North America.
“Numerous it’s a ‘me too’ technique,” he mentioned, explaining corporations usually put money into digital signage just because opponents do. Nevertheless, with out a clear content material technique or correct integration into the general buyer expertise, digital signage can change into an underutilized instrument.
Lacroix suggested companies to shift their perspective on digital signage, treating it not simply as a visible component however as an important communication channel.
“It is a advertising channel,” he mentioned, “not simply signing for the sake of signing.” By incorporating digital signage into their omnichannel methods, companies can create a extra seamless expertise that integrates on-line, cellular, and in-store interactions.
The way forward for digital signage
Trying to the longer term, Lacroix predicted digital signage would evolve considerably over the subsequent decade, turning into extra immersive and built-in into wearable expertise reminiscent of sensible glasses and watches.
He additionally shared his perception that the important thing to this evolution lies in accelerating the adoption of digital signage throughout networks of shops.
“If you happen to’ve obtained 1,000 shops, it is going to take you 10 to fifteen years to implement digital signage totally,” Lacroix mentioned, urging retailers and banks to maneuver extra shortly in adopting these applied sciences.
Specifically, he highlighted the significance of content material technique. Companies should fastidiously curate the messages displayed on their digital indicators, bearing in mind components like demographics and the time of day.
He shared an instance from his work with one of many largest banks in North America, the place eye-tracking cameras and infrared scanners have been used to measure the effectiveness of digital signage.
“Folks discover content material that’s offered by individuals,” Lacroix mentioned, reinforcing the concept that human-centered visuals have a tendency to interact customers extra successfully than static or summary imagery.
International developments and improvements
Whereas North American companies have been slower to undertake superior digital signage methods, Lacroix pointed to areas like China as leaders.
“They really imagine within the energy of digital,” he mentioned, noting improvements like digital concierges and large-scale digital shows are already getting used to create immersive buyer experiences. Lacroix steered North American companies may be taught quite a bit from these international examples, significantly with regards to integrating digital signage into the broader buyer journey.
One of the crucial thrilling developments Lacroix talked about was the usage of AI and facial recognition expertise in retail settings. Whereas regulatory points in North America have slowed the adoption of those applied sciences, Lacroix believes they signify the way forward for seamless, frictionless transactions.
“Your face is your bank card,” he mentioned, describing how customers in China could make purchases at merchandising machines just by having their face scanned and linked to their checking account.
Closing ideas
As digital signage continues to evolve, Lacroix emphasised companies should stay centered on creating emotional connections with their clients. Whether or not via superior applied sciences like AI and facial recognition or easy, human-centered content material methods, the aim is to make each buyer interplay memorable and significant.
“Manufacturers which are emotionally linked to their clients have a better loyalty issue,” he mentioned, predicting the way forward for retail shall be outlined by companies’ potential to know and have interaction with their clients on a deeper, emotional stage.
In conclusion, digital signage is excess of only a instrument for displaying commercials. When carried out strategically, it could change into a robust channel for constructing buyer loyalty and enhancing the general model expertise.
Above all, Lacroix mentioned, “It is about being seamless.”
