What are the fields of application for digital signage?
Digital signage is divided into two areas. On the one hand, there is the customer approach in the store (POS – Point of Sale) and the communication with a target group at certain places (POI – Point of Interest).
POS: Here, sales and additional purchases are to be increased first and foremost. A good example of this are screens at cash registers or next to certain products, which should explain how they work or draw attention to certain offers.
POI: We often see communication with a target group at airports or train stations, where passengers alternately see information such as weather, news and advertising.
A further distinction is made according to perception. If the customers pass a screen on an escalator and perceive the advertisement, it is a passage situation. If customers are waiting at a stop or in a waiting room, it is a waiting situation.
Some of the advantages of digital signage are local adaptability, fast and individual content change, targeted customer approach and cost advantages as well as a relatively low effort.