Digital signage in transportation. It’s all about simple schedule information and helping commuters find their way, right?
Wrong. There’s more than meets the eye to this growing sector.
Indeed, getting the best out of digital signage in transportation as a vertical market is about much more than just displaying live scheduling information or snazzy widgets. Of course, keeping your customers up to speed with the latest info to make their journey smooth is vital. But the whole travel experience can include so much more.
Traditional usage of digital signage in transportation
Typically in the transportation vertical, DS means arrivals, departures and scheduling. Oh yes, and with a little bit of wayfinding thrown in. This is because at first, the main aim of DS here is functional. In short, to replace analogue signage with its digital counterpart.
Nothing wrong with that. But in a market where all kinds of transport businesses are looking to get an edge on the competition, DS is emerging as a crucial way of engaging commuters. The goal? To improve their customer service, NPS scores and various other KPI’s, while also tapping into new revenue streams.
Beyond the basics
Seeing what DS is doing for the retail and other vertical sectors on that score, transport businesses thankfully are open to listening to DS-based proposals which go beyond the basics. Such as outdoor and on-board creative advertising.
The possibilities offered from stunning video walls, sleek ultra thin screens and the integration of 3D, VR and AR technologies have already infiltrated many modes of transport. Futuristic airports, and train and stations are expanding the use of DS.
5 great usage scenarios
We realize that you might be looking for some inspiration to sell your ideas to clients. So what are some great (and innovative) ways to take advantage of digital signage in transportation? Apart from the usual live schedule screens, self check-in kiosks and wayfinding of course. Try these:
1. On-board or in-transit communication
Using screens inside secure, static environments like terminals is fine. But commuters, as we all know, don’t just stay in buildings where transport is involved. We’re talking planes, trains and automobiles here (without the disasters in the classic comedy starring Steve Martin and John Candy, hopefully).Increasing numbers of companies are using digital signage outside terminals. Where? On-board buses, cars, trains, trams, taxis and planes. Like in retail, the customer experience is everything. And using sexy digital displays is a great way to attract attention with special offers and utilize affiliate marketing opportunities, as well as build credibility for your brand as an innovator.
2. Waiting areas
Video wall anyone? Waiting areas offer the perfect context for enhancing the customer experience using digital signage. If a commuter sitting in a lounge, for example, you can display seasonal promotions or offers from partner companies in the local vicinity. This going with live information such as for schedules, weather, local events/places of interest. Employees at the facility can also reap the benefit. How? Commuters get their information from the up-to-the-minutes rich media content will be showcased on displays rather than pestering them for info.
3. Brand building & awareness
Irrespective of the kind of transportation hub, digital signage is a super easy and impactful way to get your messages across to consumers and employees. As well as standard or ad-hoc alerts, you can promote your key brand messaging. Here is where in pays to in vest in storytelling. Plus high quality content, such as HD videos and beautiful images which engage and impress. In this way, you can enhance customer and employee loyalty no end.
4. Training and education
This is something which many businesses forget. There’s no need to rent any facilities or go off-premise for training if you have digital signage displays set up. They are perfect for conducting interactive training and education sessions – in offices or on the shop floor. Both internally or from external partners. How much easier is it, for example, to give retail staff a training session from a whiskey vendor on a new product. Just invite the partner to the duty free shop and use the digital signage screens there. Since content can be sent easily to remote sites, this virtually eliminates any need for printed signage or guidelines. Additionally, you can send content and regular updates to changing procedures that have a direct impact on employees and customers.
5. Shopping therapy
Ah that old chestnut. Travellers love a few impulse buys. But, they often may not have a lot of time to browse. So, there’s limited time to influence purchasing decisions. Airports, train stations and other terminals remain a great place to “grab” consumers’ attention, though. Apart from mounting screens in store windows and in stores, there are other places which can be used for proximity marketing. Besides coffee shops, restaurants and bars, explore other spaces. Such as pillars, next to or above stairs and escalators. You name it. Even beside (and yes, inside) toilets. Don’t worry, there’s even stranger uses out there. Opportunities are everywhere. And you don’t need huge screens or video walls in each place to make a big impact in terms of generating purchases. It’s more about right place, right time.
Engage and influence
All this is food for thought. It’s interesting to see where the world of digital signage in transportation will go. At the end of the day, the number one priority remains to inform. But the onset of new technologies and the need to generate more revenue streams means that the entertainment and sales aspects are catching up fast.