As it has been observed that most of the population is using digital devices, organizations are always in search of such strategies that can help them to interact with their customers and retain them. Such an avenue that has been embraced is the use of personalized digital signage especially within the café setting. This integration of technology and hospitality innovation not only enriches the customer value proposition but also develops loyalty among the customers.
Think about the time you go to your favorite café, and not only you can smell the coffee made right now but also see the sign ‘Welcome’ and your name with the list of your favorite beverages. This is the power of personalized digital signage. With the help of data analysis and customers’ preferences regarding the content displayed, cafes can make the displays more personal. Not only does it make sense to target customers with specific products based on their past choices such as suggesting a new type of pastry, but it also makes sense to use a personalized message when encouraging customers to sign up for a loyalty program.
Personalized digital signage also seeks to create a feeling of elatedness hence the strategy of developing personal pages. Consumers like to feel that they are valued by the companies that they patronize. With messages or offers displayed, cafes can make customers feel special and this will increase the bond with the cafes’ brand. This in a way, results in customer loyalty and the likelihood of the customer returning for more.
Additionally, it also allows cafes to remain relevant more so given the rising levels of competition experienced in the industry. It is even more crucial for such businesses to stand out and offer the customers something that can’t be received through the Internet. Through the use of digital signage, cafes can provide the kind of engagement and personalization that cannot be provided through online marketing.
A further benefit of personalized digital signage is that it can be used to influence spur of the moment purchases and additional sales. With appealing pictures of products on the menu or when informing clients about promotional offers, cafes encourage customers to order more.
Additionally, when digital signage is connected to loyalty programs or mobile applications, customers will be encouraged to buy more in order to receive special offers.
Apart from the direct salesmaking function, personalized digital signage also serves an important function of capturing relevant customer information. Through observing how customers are engaging with the signage, cafes will be in a position to know the customers’ preferences, their behavior, and even their age. Such information can be applied for improving the marketing approaches, selecting the most popular dishes, and choosing the content for future signs that will be more appropriate for the target audience.
Of course, using personalized digital signage in cafes is possible, but it needs a certain amount of planning and effort. Hardware and software options, as well as content design, require time and effort from cafes, which are aimed at providing customers with a perfect and interesting experience. However, issues to do with data privacy and security should be met to ensure that customer data is used responsibly and securely.
Therefore, personalized digital signage is a great opportunity to increase customer loyalty within the cafes. With the help of the messages, promotions, and recommendations that are sent to customers, cafes can develop unique experiences which will be positive and appealing to the customers. Whether it is about boosting the sales or creating awareness among the targeted population, or even about managing long term relations, personalized digital signage can be considered as an excellent means to sustain competitive advantage in the ever growing and competitive world of hospitality. Through the adaptation of this technology, cafes can turn ordinary visits into special occasions that customers will frequently visit.
