Interactive Customer Experience (ICX) Summit
The Digital Signage Today podcast recently celebrated its inaugural live episode recorded at the Interactive Customer Experience Summit. This significant event, organized by Networld Media Group in Charlotte, North Carolina, was held in conjunction with the Bank Customer Experience Summit. During the live discussion, host Daniel Brown engaged with Jean-Pierre Lacroix, the president and chief strategy officer of SLD, a strategic design agency with locations in Toronto and Shanghai. Lacroix drew from his extensive three-decade experience in the fields of banking and retail digital signage, sharing valuable insights on how businesses can leverage digital signage to forge deeper connections with consumers while addressing the challenges associated with implementing these technologies.
Understanding the ‘blink factor’
Among the notable points from Lacroix’s talk was his concept of the “Blink Factor,” a principle that has guided his agency for over 35 years. This idea originated from SLD’s early collaboration with Pizza Hut, where they developed the Pizza Hut Café concept. Lacroix remarked that consumers often referred to the restaurant chain as the ‘red roof’ due to its distinctive visual branding. Through their research, SLD discovered that a significant portion of communication—40%—is visual, with color and shape accounting for 80% of that perception. Consequently, the Blink Factor serves as a mechanism to connect consumers with brands on an emotional level through visual elements, facilitating instant brand recognition. Lacroix stressed the necessity of effective visual branding in today’s cluttered digital environment, where consumers encounter vast amounts of information. He highlighted that brands must establish an emotional and seamless bond with their audience, particularly within physical retail spaces where technology can significantly enhance the customer experience.
The ROI of digital signage
A major focus of the conversation was the return on investment (ROI) associated with digital signage, a topic Lacroix believes many organizations overlook. He asserted that while digital signage effectively boosts sales, many retailers and banks fail to track its impact adequately. This lack of measurement can breed skepticism regarding the value of investing in digital signage, especially when results are not immediately visible. To address this issue, Lacroix and his team undertook a study involving 1,500 consumers and 300 bankers to analyze how digital signage affects consumer behavior. One of the significant findings revealed that content is more likely to capture attention when consumers are seated, such as in a bank lobby. Lacroix noted that those waiting or sitting tended to engage more with the displayed content, while customers standing in line were often distracted by their mobile devices, resulting in reduced attention to digital signage.
Overcoming challenges in digital signage implementation
Despite the clear advantages of digital signage, Lacroix acknowledged that many businesses encounter substantial hurdles during implementation, particularly in North America. He described a prevalent “me too” mentality, where companies adopt digital signage merely because competitors are doing so. However, without a well-defined content strategy or proper integration into the overall customer journey, this technology can remain underutilized. Lacroix encouraged businesses to rethink their approach to digital signage, seeing it not just as a visual tool but as a vital communication channel. He emphasized that it should be integrated into an omnichannel strategy, enhancing the overall customer experience that combines online, mobile, and in-store interactions.
The future of digital signage
Looking ahead, Lacroix envisions significant advancements in digital signage over the next decade, predicting it will become more immersive and intertwined with wearable technology such as smart glasses and watches. He expressed concern that for retailers with extensive store networks, achieving full digital signage integration could take a decade or more. Therefore, he urged businesses to accelerate the adoption of these technologies. A key factor in this evolution will be developing a focused content strategy that considers audience demographics and timing. He cited an example from his collaboration with one of North America’s largest banks, where eye-tracking cameras and infrared sensors were employed to assess digital signage effectiveness. Lacroix highlighted that visuals featuring people tend to engage customers more effectively compared to static or abstract images.
Global trends and innovations
While businesses in North America have been slow to adopt advanced digital signage strategies, Lacroix identified regions like China as frontrunners. He noted their strong belief in the power of digital technology, with innovations such as virtual concierges and large-scale digital displays already enhancing customer experiences. Lacroix suggested that North American companies could benefit from learning from these global successes, particularly in how to integrate digital signage into the complete customer journey. Among the most exciting trends he mentioned was the incorporation of AI and facial recognition technologies in retail environments. Although regulatory challenges in North America have hindered the adoption of these technologies, Lacroix believes they hold the key to enabling seamless transactions. He illustrated this by explaining how consumers in China can make purchases at vending machines simply by scanning their faces linked to their bank accounts.
Closing thoughts
As the digital signage landscape continues to transform, Lacroix underscored the necessity for businesses to focus on fostering emotional connections with their clients. Whether through cutting-edge technologies like AI and facial recognition or straightforward, human-centered content strategies, the objective remains to make every customer interaction significant and memorable. He asserted that brands with strong emotional ties to their customers experience greater loyalty, predicting that the future of retail will hinge on businesses’ ability to deeply understand and engage their audiences. In summary, Lacroix emphasized that digital signage is more than just a tool for advertising; when strategically implemented, it can serve as a powerful channel for cultivating customer loyalty and enriching the overall brand experience. Ultimately, he remarked, “It’s about being seamless.”
