12 Benefits of Digital Signs

As I've written about before, I am surprised that more of our members, in fact the industry as a whole, have not converted to digital menu programs.

A regional QSR chain in El Paso recently transitioned from static signage to digital signage in all of their locations. I spoke with the regional manager about what benefits he and his company have seen since the conversion. He recently participated in a study and shared with me the results in order of what those surveyed said are the biggest benefits. For him, specifically it was that his sales jumped double digit.

He shared these 12 reasons digital menu boards are worth the investment:

1. Centralized control of menu board content.
2. Better pricing flexibility, with the ability to change prices easily throughout the day.
3. Significantly reduced cost to make changes to the menu board.
4. Increased customer satisfaction, achieved through:
   • Better product descriptions,
   • Greater readability; and
   • Ability to match a picture with a product.
5. Considerable increase in sales for items on promotion.
6. Improved efficiency within the operation.
7. Local, state and federal labeling laws are easier to comply with.
8. Improved share of wallet OR average check, as it is often referred to.
9. Ability to easily focus on high margin products within the operation, thus increasing their sales significantly.
10. Increase in order accuracy, as it is easier for customers to identify what they want.
11. Good wow factor. Digital menu boards:
    • Increase foot traffic;
    • Look cool;
    • Are perceived as modern; and
    • Drive mouth-watering sales.
12. Higher margins per transaction.

/// Expand Your Signage With These NATSO Member Sign Providers
Operators interested in adding new signage can purchase them from these NATSO allied members. (List as of March 2013. For an updated list, view NATSO's online Buyer's Guide of companies that serve the travel plaza and truckstop community.)

Headrick Signs & Graphics
Louis P. Smith
louis@headricks.com
(800) 227-4466

I.C.E. Signs
Michael Garceau
mgarceau@icesigns.com
(603) 347-3005

LSI Industries
Vicki Rea
vicki.rea@lsi-industries.com
(513) 793-3200 x 3057 

Ping HD
Bob Sabo
bsabo@pinghd.com
(630) 416-9591

Skyline Electronic Price Displays
Mark Morris
markmorris@skylineproducts.com
(719) 659-9999

Sunshine Electronic Display Corp.
John Waller
johnw@sunshine.us.com
(816) 387-4248

Editor's Note: Sign suppliers will be available for questions on the show floor at The NATSO Show 2014, which will be held Jan. 26 - 29 in Nashville, Tenn. Register for The NATSO Show to find the latest digital signage products. You can also access a list of suppliers that support the industry as NATSO members in NATSO's Buyer's Guide.

Photo Credit: Darren Schulte/NATSO