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agement at NCR . “Offering a loyalty or rewards program creates an additional opportunity to engage with your custom ers and it can be promoted on your digi tal signage to drive additional member ships. Expanding beyond just menus and utilizing screens for order status or order pickup displays—as well as differ ent screen formats like shelf edge—all help improve the customer experience.”

the order will appear in ‘Order View,’ and employees don’t have to repeat the order back to diners, saving time in the cus tomer journey.” Operators can also add order confir mation to existing display boards, rather than investing in new equipment. “The latest digital display and content manage ment solutions even offer the ability to segment a large display into separate con

est-selling and most profitable items and placing them at the top of the menu—and at other high-visibility locations on the menuboard—to help drive increased sales. He also suggests using pre-sell boards in conjunction with point-of-order boards to reinforce key messaging with custom ers. “The effectiveness of the digital sig nage solution is dependent on the con tent that is displayed and the data-driven

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tent areas, so operators can add order con firmation to drive thrus without requiring a dedicated screen,” says David Boerlin, digital signage key account manager at LG Business Solutions USA . According to Hannen, quick-service restaurant locations that embrace drive thru order confirmation with suggestive selling strategies see an increase in reve nue and a decrease in food waste—all due to increased order accuracy. Order confir mation is now extremely common, “even across customer demographics that do not engage in technologies such as loyalty programs or order-ahead pickup meals,” Hannen says. In terms of overall strategy, Arjun Wadwalkar, group product manager at Xenial , recommends identifying the high

dynamic content optimization capabil ities that rely on system integrations,” Wadwalkar says. Brands want to improve order accu racy and speed in the drive thru as well as inside the restaurant, while at the same time creating personalized experiences that keep guests coming back for more. Menuboards are a great start, but a much broader and richer world of digital sig nage exists in service of fine-tuning cus tomer satisfaction and retention. “Digital signage can drive a great guest experience by helping improve the guest wait times, communication, personalization through self-displays or suggestive selling, and accuracy of pickup to provide a seamless guest experience,” says Lindsay Petrovic, vice president of hospitality product man

In fact, the most effective digital sig nage prioritizes the customer experience. Along with the restaurant’s website, apps, and other digital touchpoints, digital sig nage helps craft a seamless experience for any consumer who encounters the brand. Regardless of where they choose to inter act with the brand, they should feel the interface is intuitive, streamlined, and familiar. “Operators must take a customer experience-led approach to digital sig nage,” says Tom Cameron, director of stra tegic design at Coates Group . “They must start by understanding and defining a tar get state experience, then leveraging dig ital signage as simply a single touchpoint within a connected ecosystem of physi cal and digital touchpoints within the cus tomer experience.” SC

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