How does digital signage improve leisure attractions?

 

Digital signage enables leisure businesses to do much more with the real estate they have, delivering a better overall visitor experience, increasing customer spend, and improving operational efficiency and profitability.

 

Interactive branded experience

Wow-factor

It can be difficult to bring a leisure destination to life and make it feel fun and exciting for every single visitor, no matter when they come or how often they return. Digital signage is a simple, cost-effective way to create a real wow-factor for visitors, and to keep a leisure destination constantly looking fresh.

Branding

Printed materials tend to be uninspiring and can look ‘tired’ very quickly. Digital signage can bring a brand to life and give customers more opportunity to experience its tone of voice personality, values and identity.

Engage multiple senses

By its very nature, digital signage is designed to attract and hold people’s attention. It can engage multiple senses at once – sight, sound and touch – making it easier to arouse people’s curiosity and/or help them to learn and/or interact.

More creative campaigns

Digital signage gives brands the opportunity to be more creative with how they present themselves, their campaigns and how they interact with customers. For example, leisure destinations can provide daily seasonal campaign updates, showcase the latest ‘must see’ elements of an attraction, and display reviews or feedback from social media that could enhance another customer’s experience, all back-to-back.

Change theme

Unlike printed materials, digital signage can be changed as often as required. Screens can be used to enhance seasonal or themed campaigns and events (e.g. Easter, Halloween, Christmas, Bonfire Night). They can also be used to promote temporary attractions.

Personalised experience

Interactive screens enable leisure businesses to offer customers a more personalised experience, with visitors able to choose what they want to see more about the things most of interest to them, which can increase overall satisfaction. It can also create opportunities to advertise the products or services that are most likely to be of interest to them.

 

Increase customer spend

Increasing customer spend on things like food, beverage, and merchandise is vital for the profitability for leisure businesses. Digital signage drastically increases the amount of advertising space available for products, services, deals and events.

Sell promotional space

Promotional space can be sold to third parties, creating new revenue streams and increasing the average customer spend by highlighting more of the (premium) products/services available on site.

Targeted messages

Because signage is dynamic, leisure businesses can change the messages they convey at different times of the day, and on different screens in the same location, enabling them to offer a more personalised experience – e.g. family deals for daytime, night owl deals for evenings, promotions for different types of merchandise in different places to target different demographics.

Inspire visitors

For sport or fitness-related leisure destinations, screens can be used to show inspirational videos, demonstrating to visitors what regular visits/practice can achieve, encouraging them to invest more time and money in the relevant pursuits.

 

Brand consistency

Control 

Where leisure businesses operate from multiple sites, keeping brand consistency can be challenging. With digital signage, content can be controlled centrally so the same high-quality branded materials can appear on every screen at every location. Alternatively, different messages can appear on different selected screens in one or multiple locations, and instantly be removed from some or all locations and screens, if required.

Modernize/upgrade locations

Because screens are so high profile and vivid, they can alter the ambiance of an area within a leisure attraction, regardless of its size or layout. This is because a visitor’s attention is drawn towards the screen, and the content appearing on it. When high quality imagery is used, it changes the look/feel of a space. This can be used to ‘upgrade’ the overall appearance of a leisure destination, and keep it looking modern and fresher for longer.

 

Improve operational efficiency

A warm welcome

Leisure destinations must be made to feel inviting, despite them often being busy, confusing and potentially precarious places. Digital signage can be used to create a warm, engaging and inviting welcome, and enhance operational efficiency, giving customers a positive first impression and good overall experience.

Information-giving

Digital signage can communicate lots of information quickly and conveniently. Screens can be used to display visitor guidance (e.g. closing time reminders) or health and safety information in addition to promotional messages. First-time visitors can quickly become acquainted with the layout of a leisure destination, and be informed of any processes or rules within minutes and without assistance from staff.

Variable messaging

Because it is dynamic, the prominence of different types of message can be dialled up or down as required. If, for example, visitors are not adhering to guidelines, these can be made more prominent, encouraging compliance. Similarly, message prioritisation can be altered to change profile of advertising as and when required, for more effective stock control. Digital signage can also be used for issue management, updating visitors about attractions/products/services that are no longer available, but suggesting alternatives they might enjoy.

Automated updates

Where prices are printed and displayed manually there can be confusion when prices change, leaving inconsistencies between displays and till prices that can confuse and irritate customers. With digital signage, screens can be controlled using a cloud-based system that is integrated with other systems (e.g. EPOS) and content (e.g. price lists) can be automatically updated via automation, making it easy to update displays and maintain consistency. Prices can be displayed using centralised boards or shelf-edge display.

Managing expectations

It is disappointing for a visitor for queue for a ticket for something only to be told it is no longer available. Ticket/place availability can be displayed on screens and instantly updated as tickets are sold, managing visitor expectations. Where availability has gone, alternative suggestions could be made (e.g. different attraction on-site, or a later session/showing/game).

Wayfinding

No one likes feeling lost. Digital signage can be used for wayfinding to help visitors to your leisure destination find the places they want to go to more easily, and avoid busy staff being distracted to give directions.

 

Increase profitability

External promotional space

It can be hard to inspire return visits to a leisure attraction without investing in paying for advertising space. Because digital signage can be used outdoors – either positioned on the side of a building, or as a stand-alone totem – it can be used to advertise the leisure destination’s key offerings, events, new attractions, or promotions to passers-by.

Reduce print costs

Printed POS (point of sale) materials are expensive, take time to print and distribute, can be lost or damaged during transit, and delay the implementation of marketing campaigns. They can also look scruffy after a relatively short period, devaluing a brand. With digital signage, new promotions and campaigns can be uploaded and shown on all or a select number of screens within just five minutes. It is easy to create a long-term high-quality finish, and material is easy to add or remove as and when required.

Low cost campaigns

The cost of creating new content for digital signage is relatively low so it is easy to introduce creative new brand promotion ideas too – either across your estate, or as a pilot and then expanded or terminated, depending on the level of success – enabling leisure businesses to be much more innovative. If interactive screens are used, these can provide instant feedback.

Create/upgrade event spaces

Many leisure destinations have generated lucrative revenue streams by diversifying into event space. However, for optimum profitability, venues must feel prestigious to appeal to the most discerning of event bookers. Digital signage is completely flexible and can be used to alter the ambiance for a venue, upgrade the look and feel of it and/or brand the space in line with the client’s requirements.

 

Applications for digital signage in the leisure industry

Digital signage can have multiple uses. Screen can be used to:

  • promote standard products and services, food/beverage and merchandise
  • assist customers with wayfinding
  • display availability
  • inspire return visits
  • create excitement
  • promote upcoming events/new attractions/sessions
  • display visitor guidance/health and safety messages
  • improve the overall look and feel of a destination
  • increase dwell times or reduce loitering
  • collect customer data/feedback
  • upgrade event space

 

Why not take a look at an example of the work we’ve done in the leisure sector?

ODEON Birmingham Broadway Plaza

 

 

 

We believe in creating memorable experiences for customers that match the breath-taking moments that take place on the big screen.

Recent Client Case Studies

AO

AO wanted to create an in-store shopping experience that would support the brand's online store and challenge the norm. They knew what they wanted to achieve but not fully how. We worked with them to create an interactive, responsive store that staff could control to showcase products more effectively.

Coronavirus totems

Due to a number of recently cancelled projects (Corona Virus challenges…!) we had a number of our UVU Displays enclosures that were not being used. We decided to make these into digital signage solution totems and offered them to our partners in the NHS.

SEAT Westfield

As part of a wider company strategy, SEAT had an objective to make car showrooms more accessible and move them into mainstream retail, they wished to achieve this by creating a high-tech, Barcelona inspired dealership in a shopping centre environment to showcase their vision of car showrooms of the future.