FSR March 2023

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vice, more information, and personalized attention,” says David Boerlin, digital sig nage key account manager at LG Business Solutions USA . The widespread adoption of digital sig nage took place alongside complete over hauls of drive thrus, from the addition of new mobile pick-up lanes to the elimina tion of dining rooms altogether in new store prototypes. Brands have begun to

tion—according to Visix.com, 47 per cent of Americans recall seeing a spe cific ad or message on digital signage in the past week, while 55 percent recall see ing a specific message on an outdoor dig ital billboard. Vibrancy, brightness, and the potential for animation all play a role— and there’s always room for innovation. “Taking the more captivating experi ence digital signage provides a step fur

technology. The benefits have expanded to encompass everything from eye-catching visuals and consistent messaging to data analytics and artificial intelligence (AI ). Digital signage can now integrate with point-of-sale, enterprise resource planning, and human capital management systems to improve staffing and inventory plan ning while making the customer journey more personalized and interactive.

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ther, it is predicted that the future of digi tal signage can evolve to holographic, 3D, or metaverse-like displays,” says Megan Zeller, senior director of business devel opment at Peerless-AV. “While interactive signage has been at the forefront of digital signage emerging trends and innovations, this additional step of immersion can pro vide a whole new experience for quick service restaurants advertising what they have to offer.” As more and more brands began to adopt digital signage, the last few years have brought significant advancements in “In aword, digital signage is just continuing to get ‘smarter.’”

“In a word, digital signage is just con tinuing to get ‘smarter,’” says Jay Leedy, senior manager of business development at Sony Electronics . “We can automate marketing workflows and tailor content to the desired customer experience like never before.” More than ever before, customers today want an immersive experience. The look and feel of a brand’s mobile app or web site should match the look and feel of the drive-thru and dining room, and with a coordinated content strategy, digital dis plays can play a major role. “In the future, customer interactions with digital sig nage will be multi-channel and seam less across all devices and locations,” says Ken Neeld, president and CEO of Delphi Display Systems . Consumers have become extremely comfortable interacting with tech, and

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rethink time-tested strategies for market ing and operations. “Historically, people spent more money on the interior of the building, but since the pandemic, brands have realized that they have to invest more on the outside—a growing percent age of sales happen without the customer setting foot inside the building, whether through a drive thru or a pick-up lane or window for app orders,” says Gary Kurtz, vice president of sales and marketing at The Howard Company . Digital signage is already proven effective at drawing and holding atten

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