Ask the Board – November 13, 2017 | RANDY POINDEXTER

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What are some of the metrics of success for a non-ad-based digital signage deployment?”


Non-ad-based digital network operators can use any of the following as a guide for measuring the success of their deployment:

  • Appeal to younger demo, and increase traffic with these demos as they now expect and appreciate all things digital, which results in a positive and upgraded perception of the restaurant.
  • Animation capabilities that provide attention-grabbing opportunities for showcasing products, leading to increased sales for products and offers shown.
  • Information sharing features such as upcoming event announcements (which boosts attendance of those events) and services such as catering and call ahead order details – again measurable by increases in customers using these services.
  • Increased customer engagement by providing interactive opportunities (such as screens that show their photos or texts in real time as they are uploaded).
  • Ease to change menu offerings and prices quickly.
  • Cost savings by not having to purchase ongoing monthly promotions. Digital boards can pay for themselves over a three to five year period.

About Author

Senior Vice President of Marketing
Bojangles’ Restaurants, Inc.

FORMER MEMBER OF THE DSE ADVISORY BOARD
End User Council

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