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Digital Signage - Teach Your Pilot to Fly

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"Digital Signage - Teach Your Pilot to Fly"

Companies know that digital signage can deliver dramatic sales lift when used to its full advantage. Leveraging the power of a pilot starts with aligning test metrics with business objectives. But first you’ll need to anticipate the ways you can get stuck and apply remedies, so that you can scale to an impactful digital deployment.

A pilot done right means you won’t overinvest in a campaign. The tests let you execute cost-effective ideas and see if they achieve desired results. If so, great. If not, fail fast and move on! The challenge is how to measure your test’s effectiveness and, once you get a winner, how to roll it out.

A recent report on the value of digital signage had this to say, “There are a number of ways to measure the ROI for displays if you have defined objectives such as increased sales or boosting coupon redemptions. Once you have the objectives in place, you can plan entire campaigns around them with your digital signage.”

Your test could answer questions like these: 

  • Does the proposed digital experience increase store traffic?

  • Does it increase sales of the branded items being promoted?

  • Does digital interactivity increase basket size?

Why Brands Get Stuck 

From my experience, brands get stuck when pilot testing isn’t always as effective as it could be. Getting stuck can mean failure to roll out a scaled digital signage program that might have disruptive potential. Why does this happen? I think there are four basic reasons why companies get stuck after a test and before a rollout. Here are the reasons and their remedies:

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