You have a service counter – let’s say it is fast food. It is a busy service counter, especially mid and late afternoon, and always during lunchtime.
This is great. Brilliant for you and the bank manager; but what about the time poor consumer? Is it a great experience for them when it might take 10 minutes to get served? That’s 10 minutes of their allocated 30 minutes break. And don’t forget that perceived wait times are over-estimated by 36% of all consumers. So in a third of all your customers, they already think that they have been waiting too long.
Your white knight might be a digital signage system. Research has shown that digital signage reduces perceived wait times in 35% of all your customers. It would be mathematically incorrect to suggest that the customers who perceive longer wait times are the same ones that perceive shorter wait times when digital signage is employed (although I have seen marketers try and use these stats to suggest otherwise – but that’s a whole other blog entry).
What the stats do reflect is that in over a third of all your customers, digital signage will reduce their perceived wait time – this means that customers that thought you were quick now think that you are superhuman, and other customers that thought you were superhuman now think you are “Grease Lightning”. It’s a kind of glass half full analogy, or more correctly a glass two thirds full analogy.
Well, with research like this, you could assume that installing a screen will be the panacea of all ills; but not so. Digital signage still needs to engage with your customers. It needs to Entertain, Distract, Educate, or all do all three.
Entertain your customers with amusing meme’s or seasonal greetings.
Distract your customers with cleaver product placement that the screen highlights.
Educate your customers with details of a new product line or a seasonal or time special.
Do all three and you should achieve the holy grail of retailing: Happy customers that will spread your name whilst increasing your product and service sales. Don’t know how to start, then let KNUCKLES guide you along the way.