Franchises across all industries — from restaurants to retail to hospitality — have adopted digital signage to stay current and meet customers' growing digital demands. Brands are using digital signs to share in-store deals and campaigns, menu boards, directories, video ads and more. As brands incorporate digital signage into more of their locations, is it becoming more difficult to manage and control it all?
Take McDonald's, for example. McDonald's is one of the largest restaurant franchises in the world, with more than 36,000 locations across 100 countries. If every McDonald's had a digital menu board, outdoor and indoor signs, there would be more than 100,000 signs to manage.
That's a lot to maintain under one brand's umbrella. Whether a brand has several locations or 30,000, it's important for the messaging to uphold brand consistency while still appealing to the individuals around each specific location.
Drawbacks to existing digital content management strategies
Currently, brands are managing digital content using programs that still require a separate box for each screen, bulky media players or flash drives. Their shortcomings include being outdated, requiring additional tech support and not having the ability to oversee and manage each franchise. Companies, especially large franchises, will want a platform to help track it all and simplify the process.
Brands in search of alternative digital signage platforms may want to look for the following qualities:
Centralization: The next digital frontier
Most companies are familiar with HootSuite, a central platform to manage multiple social media accounts. A system that acts like HootSuite for digital messaging provides franchises the ability to manage everything from a single platform.
Centralizing digital messaging helps brands by:
For brands with numerous locations and those continuing to add new locations, there is room for error when it comes to digital signage. However, there is also an opportunity for these companies to capitalize on the potential of digital screens. Nielsen Media Research found the presence of monitors in stores can increase sales by 19 percent.
Much in the way brands have turned to certain software programs to centralize their many social media accounts, businesses are now realizing the need to do the same in order to control the messaging being disseminated via digital screens.
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