In designing an intelligent and effective queue system, signage plays a key role. Whether digital or fixed, signage not only informs customers, but it also directs, engages, invites, and compels customers to move or act. Effective signage can make the difference between a relaxed customer enjoying the shopping experience or a confused, stressed out customer who leaves disturbed or even abandons a purchase. Below are the fundamental ‘signs’ that your signage is up to par:
1. Proper Placement
To be effective, signs need to appear at a height and location that will serve customers when and where they are ready for information. Demographics and analytics can help to determine the footfall patterns and timing of shopper trends.
Furthermore, what goes on the signage is similar - information needs to pair with business goals for a particular avatar/customer. Convenient surveys, A/B testing and/or analytics can verify assumptions to maximize success with specific communication goals.
2. High Quality
It’s worth the investment to impress customers with quality equipment and content. Signage and messaging that are good looking, well written, engaging, and relevant can capture and hold attention and will create a positive experience and enhance brand core values. Alternatively, low quality signage or content can leave a customer thinking that’s what they can expect from the products and services as well. Don’t make the costly mistake of going cheap. Quality signs are the mark of a quality company.
3. Fresh Content
As fast as current events and trends are changing, so too does your content need to change - both what is on the signs and where they are. If return customers see the same displays or signage time and again they can expect that your offerings are also old news. Change those signs frequently for interest, and also to let your customers know they don’t know what to expect - except to keep expecting more.
4. Centralized Control
An effective signage system is also efficient. Changing out, or moving signs should require minimum resources. A digital signage system can help with this by allowing a centralized dashboard to distribute and update multiple, targeted messages where and when it makes the most sense. For traditional, physical signage, having an interchangeable and flexible system can save time and also provide comfort to customers who will know what to look for in order to take their cues.
5. Scalable to Fit
Queue needs shift and change during busy seasons and times. Your signage must be able to flex with those requirements and remain efficient from a central point, whether a digital dashboard or a physical template system. Messages can be more frequent or less, as well as the number of signs/stations. Design your signage campaign so that it works for you and your customer anytime, all the time.
6. Integration
The last sign of successful signage is integration with other marketing messages and systems. Design, style, tone, and actual messages must tie into all of the branding throughout the store. Digital signage offers unique opportunities for integration as they can reinforce and maximize a virtual queue systems, publish expected wait times and display call-forward cues to keep all systems running smoothly and in sync.
Which of these tips will you use to create a more effective queue signage strategy? How can we help?
