If the importance of digital communication was ever questioned before the coronavirus (COVID-19) pandemic, there is no longer any doubt of its value. Thousands of examples from all sectors reaffirm to us that the immediacy and indispensable responsiveness in this environment is more VUCA (Volatile, Uncertain, Complex and Ambiguous) than ever before.
All supermarkets, grocery stores, hospitals, pharmacies, hotels, residencies, health centers, etc. that remain open need to communicate both security and prevention measures. Even retailers that are closed can have digital storefronts redirect the few passersby to their websites and report their offers through digital screens.
In difficult times like these, digital signage plays an even bigger role than before. Quickly sharing important health and safety information with real-time updates is absolutely necessary to keep employees and customers safe.
As you stand in line to pay at a supermarket today, the digital signage screens that just yesterday communicated offers and promotions, now instruct customers about the best way to safely put on and take off their gloves. The line management screens now report the minimum safety distance between people, and other displays located at the entrance of the establishment dynamically indicate the new hours of operation and other hygiene recommendations.
With the coronavirus outbreak, new technologies have become protagonists of this unprecedented health crisis. And digital signage can play a prominent role in disseminating content about public health and safety, keeping people informed and fighting against fear.
Similarly, in the working environments that remain operational, the ability to transmit content to employees through screens with recommendations regarding handwashing, keeping distances and not touching their faces can be of great help to keep workers informed and to make them feel safe and confident.
In these kinds of situations, repetition of messaging is the key to success. The various establishments that remain open remind the public of what they must do to protect themselves and stop the spread. However, since the situation is very unstable, it can be difficult to keep the content up to date.
Today, millions of digital signage displays adorn the lobbies of public spaces around the world. Many of them work with cloud-based content management systems, allowing content publishers to send updates from anywhere in real time, becoming an informative channel at the level of television, radio and/or the web.
These platforms also have the flexibility to direct specific messages, being able to configure the playlists to control what content is played on each screen, floor, establishment, building…
Another interesting application in this context are the queue management tools integrated into some digital signage platforms. These allow the different establishments to control and optimize customer flows, avoiding the pile-up of people in endless lines, in a context in which social distance is mandatory. Many of these applications also report the estimated waiting time on the turn ticket, so that the customer can move freely inside or outside the establishment while waiting for their turn.
Thinking about tomorrow
One way to give value to this moment is to start thinking about a return to normalcy. As people resume their routines and movements, digital signage will once again be at the forefront of all areas to transmit information to people with the power of the audiovisual medium.
That’s why now is a good time to develop content strategies that will be relevant when the situation normalizes and to prepare digital signage campaigns to launch offers for those who may be thinking about reopening.
It is clear that digital signage will not prevent the spread of the virus, but it can be a great ally in raising public awareness. We are faced with an exceptional situation, and all available tools will be welcome to disclose the information in the best possible way. As administrators of our digital signage networks, we have the power to drive relevant, accurate, and up-to-date messages in real time. This information can help educate the general public about what they need to do to protect themselves today. Only together can we help curb the coronavirus pandemic.
At this time, information is vital. We want to transfer our support to all those companies that need to broadcast important information to the market and find it difficult to do so. Supermarkets, Hospitals, Transportation Services, Pharmacies, Corporate Channels, DOOH, etc. If you manage any digital signage network, the omnichannel smart communication platform nsign.tv has developed a handful of free Coronavirus (COVID-19) official videos and content adapted to the digital format for all sectors to immediate broadcasting on any screen or social network. Free access and download them here: www.nsign.tv