We established four key metrics for our digital signage test: revenue lift in products promoted on the screens, actual and perceived wait time in line, customer satisfaction and shift to alternate access. For the fourth metric, we defined success in three ways:
- Re-direct traffic away from full-service
- Increase number of customers using self-service options (APCs and vending machines)
- Increase awareness and usage of alternate access channels for purchasing stamps and other simple transactions
The shift to alternate access channels was the most successful result in the test. The Post Office Channel had a positive impact on redirecting customers to in-store self-service options. Customers who saw the Stop and Turn screen were more likely to use vending (8.7 percent vs. 6.5 percent) and the APC (7.4 percent vs. 3.4 percent).
We also tracked revenue changes in the test sites as compared to alternate access locations within a five-mile radius. We measured customer awareness of the availability of alternate access locations before we installed the digital signage and again post-installation and found that awareness rose by 22 percent. Revenue from stamp sales declined at the test sites and increased at alternate access locations within the five-mile trade area, indicating that customers were getting the message that they did not have to come to the Post Office to complete a simple transaction such as buying stamps.
We also tracked revenue changes in the test sites as compared to alternate access locations within a five-mile radius. We measured customer awareness of the availability of alternate access locations before we installed the digital signage and again post-installation and found that awareness rose by 22 percent. Revenue from stamp sales declined at the test sites and increased at alternate access locations within the five-mile trade area, indicating that customers were getting the message that they did not have to come to the Post Office to complete a simple transaction such as buying stamps.
Our take:
WireSpring has long recommended using signage -- and digital signs, when possible -- to advocate the use of self-service kiosks. While the kiosks often provide valuable and time-saving services to people, they're frequently underutilized because people either don't know that they're there, or they don't know what they can do. Digital signs have the advantage of being extremely eye-catching, and of course, customizable so that messages can be tailored to the specific uses of the kiosks, and even better, the uses that people will be most likely to appreciate.
Unfortunately, the additional cost of deploying a digital sign with every kiosk can often price this option out of a project's budget. Consequently, we recommend customers perform trial runs in controlled environments to determine the overall impact (if any) that a digital sign will have on kiosk utilization. By testing with no signage, static signage and digital signage, and knowing how valuable a particular kiosk transaction is to the customer, it's straightforward to determine if the digital signage adds enough value (in the form of additional transactions) to have a positive ROI.
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