Digital Signage

06.10.2023

Author: Simon Lütenegger

The beginnings of digital signage can be traced back to the 1950s, when the first electronic display boards appeared. In the following decades, these displays were further developed, but the technology remained expensive and limited.

With the rise of low-cost flat screens, powerful computers and broadband internet, digital signage began to boom in the 2000s. jls, then known as John Lay Solutions, also recognised the potential of this technology that would revolutionise the digitised customer experience. In the early years, we focused on implementing digital billboards and information displays in retail and retail banking, which was a novelty at the time. Customers were addressed with moving content for the first time.

The digital signage industry continued to evolve, with improvements in content creation and management software. This enabled a personalised and dynamic display of information.

As a player from the very beginning, we have since matured into the Swiss digital signage market leader and have decisively driven and helped shape the development of digital signage at the point of sales (POS) - the transformation from the physical poster to the digital world.

The future of digital signage promises even more innovations, especially in the area of personalised content and the integration of IoT (Internet of Things) as well as the further improvement of customer interaction.

Instant updating: An outstanding advantage of digital signage is the ability to change content in real time. This allows companies to react immediately to current events, trends and customer feedback.

Personalisation: Digital signage enables a personalised approach. Customers can receive relevant information and offers based on their past behaviour and preferences.

Interactivity: Digital signage can incorporate interactive elements such as touchscreens or QR codes that encourage customers to actively engage with the content and access more information.

Better attention: Moving and visually appealing images attract customers' attention. They are more effective than static advertising and increase the attention span of customers.

Measurability: Companies can accurately track and analyse the performance of their digital signage campaigns. This makes it possible to measure success and make adjustments to increase effectiveness.

Digital technologies permeate our everyday lives and consumer expectations are constantly rising. More than ever, this challenges companies to optimise their customer journey. This customer journey that a customer undertakes from the first discovery of a product to the purchase and beyond, has changed significantly over time. Digital signage as a new communication channel has also taken a decisive role in this evolution.

1. Create awareness & interest: The first step of the customer journey often starts with potential customers becoming aware of a product or service. Digital signage plays a key role by presenting eye-catching and engaging content. Interactive displays allow customers to access relevant information to make their purchase decision.

2. Consideration: Once customers have become interested in a product or service, they start researching and evaluating it. Digital signage can provide customers with real-time reviews, product comparisons and other relevant information.

3. Decision-making (Decision):  The purchase decision is the most critical moment in the customer journey. Here, well-placed digital signage content, product presentations and special offers can provide the final impetus to make a purchase.

4. After the sale (post-sales): But the customer journey does not end with the purchase. Digital signage can also be crucial in the post-purchase phase by providing customer reviews, product usage guides, personalised recommendations or after-sales services.

5. Feedback and referrals: Satisfied customers become brand ambassadors. Digital signage can help turn these customers into advocates by encouraging them to share their positive experiences.

Over the years, we expanded our offering, because the best digital signage systems are only as good as the content displayed on them! Therefore, we see the decisive role in playing out relevant and appealing content. With our in-house motion design experts, we provide the digital screens with suitable content that is optimised for the respective customer. Thanks to our own CMS myjls, we are able to deliver the right content at the right place and at the right time. Thanks to built-in logics and the possibility to work with attributes, the personalised content playout is further promoted.

The customer journey does not end at the digital signage screen. However, it should be optimally thought through across all channels (see blog post «The art of a continuous customer journey»). Today, as a full-service digital agency, we develop customised digital solutions for various industries. Whether in the banking, insurance or retail environment. Digital signage has become an integral part of the customer journey, elevating communication between companies and customers to a new level. In addition to implementing digital signage, we also support our clients in developing mobile apps and websites to ensure a seamless customer journey.