Digital VS Traditional Signage
In today’s tech-savvy world, digital signage is all around us and is a becoming a norm in shopping malls, restaurants and retail shops. However, many of us are forgetting about traditional signage and how it’s in fact very beneficial and effective.
But the question is, what is the most effective way to direct, engage and captivate potential customers? Is it the new attractive digital signage or the unique elaborate traditional signage. Let’s find out!
Digital signage is fastly becoming a contender in the signage industry, with its ability to quickly change an atmosphere & create an enticing display It’s resulting with customers engaging and spending more times in stores.
Many retailers such as New Look, Zara & H&M are now incorporating digital signage to attract customers into their shops. For example, New Look’s flagship store in Dublin has now introduce digital signage to maximise their customer experience as well as directing traffic to the lower floor of their store. By understanding the possibilities with digital signage, New Look are now navigating customers with elaborate digital signage & are using it to its full potential.
In fact, when looking at retail outlets, it was found that using digital screens increased customer satisfaction by 46% ( link to previous blog post) , these screens are able to enhance a customer’s experience and create a new exciting atmosphere, as well as enticing customers to interact with what is on the screen.
Now, you may think that digital signage is the obvious choice in today’s modern world. BUT don’t rule out traditional signage just yet!
Traditional signage can be an essential component to a company’s marketing strategy which many individuals don’t realise. With signage being exposure 24/7, 365 days a year, consider it your silent salesperson for your business.
It’s a great cost effective way to ensure that your brand is constantly getting exposure to potential customer that pass by. By having creative displays, it draws attention to promotions & information displayed on your shop front.
Many shoppers buy on impulse, by having a captivating signs, you’re able to take advantage of passer-by’s and draw them in on impulse.
So, what is the best way to promote & entice customers to your store?
Is it Tradition or Digital!?
Our opinion is to use both methods! By using Digital & Traditional signage to promote your business you are covering all aspects of your marketing strategy.
Traditional signage coverts the branding and ensure that you’re visible 24/7, 365 days a year. By including this into your signage solutions, you’re ensuring that not missing out on potential customer passing by.
Done properly, physical signage can give a sense of a brand is well established, an integral part of the high street.
Utilising older methods of signage like sign painting and neon tubes (or even more modern versions of these techniques) will give a very distinctive, one off look which can really help push your aesthetic and message. As well as looking VERY cool.
With established brands building beautiful and technically challenging window pieces, these can become an ‘event’ with some real crowd drawing appeal. Think Christmas shop windows by some of the big department stores.
One of the biggest factors is the price. While digital options are decreasing in terms of start up and running costs, physical shop signage will always be cheaper. And for the clear majority of small businesses, a well-made, well thought out sign will be all they need.
On the other hand, digital gives a plethora of options. Ranging from relatively simple digital screens that function as menu boards, to fully fledged touchscreen offerings that allow the customer to gain information and make purchases, they can be tweaked and adapted to suit your needs.
While traditional signage is very much ‘static’ and can run the risk of blending into the background, digital can be classed as ‘dynamic’, with the options of uploading video or animation to a screen, keeping it fresh. Pushing this concept further, touchscreen capability allows for much deeper interactivity, with custom POS software running in the background.
This provides you with increased footfall, especially in stores which deal with large volume, small value purchases, where the customer effectively serves themselves.
In our opinion, a blend of physical shop window styling and digital complements each other, bringing an engaging, interactive display with the spectacle and presence that only physical signage can provide.