Digital Signage and the Customer Experience

Digital Signage and the Customer Experience

The Renovating and Revamping Trend

As old concepts are refreshed in the franchise world, more aspects of the business are moving digital from signage to punch cards. Brands have new and exciting options to explore when updating, renovating, and refreshing their stores. This trend has picked up recently with various franchise categories from regional chains such as the overhaul of Daphne’s California Greek (formerly Daphne’s Greek Café) to national chains such as Jack in The Box who is currently in the process of updating their logo, store décor, and overall image. Digital is seen as the future and forward-thinking concepts are looking to lead the way and reap the benefits of leveraging new technology. Digital signage, referring to menu boards, in-store kiosks, and point of purchase advertisement displays, are just a few examples of consumer-facing technology being deployed to drive sales and improve the in-store customer experience.

Staying Competitive in the Face of Change

Despite proof of measurable increases in revenue when properly leveraging new technologies, many franchisors and particularly their franchisees are off-put by anything different and resistant to change. The majority believe what has worked in the past, still works, and will continue to work. Even before understanding why trends are developing toward a more digital world, many are discounting new technologies, raising unfounded barriers, and ultimately doing themselves a disservice by not considering new technology a way to stay competitive and ahead of the curve. Continue reading Digital Signage and the Customer Experience