Upload
dinhcong
View
215
Download
0
Embed Size (px)
Citation preview
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 1/8
The Mies van der Rohe approach and otherrestaurant digital signage trendsMay 16, 2014
By Richard Ventura
Vice President of Product Marketing and Solutions, NEC Display Solutions of America Inc.
(http://www.digitalsignagetoday.com/companies/showcases/nec-display-solutions/)
With the 2014 National Restaurant Association’s annual conference coming up, it’s an
opportune time to examine some of the key digital signage trends for the industry. The main
objectives for digital signage in restaurants remain the same: To utilize digital screens to build
stronger relationships with customers, drive additional sales and increase the return on
investment.
However, the approach to digital signage continues to evolve and change as needs and strategies develop. Consider these trends:
Less focus on screen quantity and more focus on content quality
Omnichannel communications from a holistic perspective
Return on objectives first
Less focus on screen quantity and more focus on content quality
Architect Mies van der Rohe used the phrase “less is more” to describe his minimalist approach to designing buildings. That sentiment has now
come to digital signage in restaurants.
When digital menu boards came to the fore and gained popularity, QSRs and fast casual establishments tried to cram as many of these digital
signs in their stores as was possibly consumable — along with their burgers, salads and desserts.
Now the approach is more strategic and subtle. Through experience, they are no longer trying to overwhelm customers. From a content
perspective, the same holds true.
While a lot of words, pictures and information comprised the early content of these digital signage installations, the emphasis is now on quality
and impact. What will have the greatest impact on my customers, and how can we drive certain behaviors and decision-making? The strategic
approach is improving the upselling capabilities of brands and giving digital signs a new lease on life.
It is no longer a focus on as many screens as possible in the store but rather what content will drive upticks in sales as well as increase
efficiencies at the point of order. Too many things going on the screen can create delay and confusion. Simplicity, efficiency and enhancement
are all keys for successful content deployments. The content truly needs to reflect your brand and your brand message. It is no longer the norm
to just show the menu items. Quality content will drive the mental taste buds of the consumer; it will drive their purchasing decisions; and it will
drive their impressions of the brand.
Delivering a consistent brand approach through the new omnichannel landscape
The omnichannel distribution phenomenon is something that has shaken supply chains from Bangkok to Winnipeg to Beijing. It refers to the ability
to deliver products to consumers whether they purchase them in brick-and-mortar stores, online, through catalogs or via mobile apps — all with
the same experience.
But the phrase “omnichannel” also can be applied to the communication vehicles available to brands to communicate with their constituents.
These tools include digital menu boards, digital promotion boards, social media channels, mobile devices, interactive kiosks, Bluetooth apps and
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 2/8
the like.
The integration of digital signs with social media, mobile apps and mobile devices is also coming to fruition.
While some brands in the past were content with texting messages to customers for free drinks, they are trying to engage those customers and
potential brand ambassadors now in more meaningful ways.
“How did you like your meal?”
“Would you recommend us to a family member or friend?”
“Would you tweet about your experience?”
We have a generation of millennials that was born to socialize and collaborate, and that expects instant gratification from, and interaction with,
brands they like. This is the generation that communicates without talking to one another, that disseminates “selfies.” The phenomenon has not
been lost on brands.
Restaurants want in on the action through social messaging, in-dining room signage and digital menu boards. They want to engage with these
customers more and promote interaction with their brands.
Some restaurants, for example, are deploying iBeacon, Apple’s low-frequency Bluetooth technology. When their app is engaged on one’s phone,
brand ads and other pertinent information are pushed to those consumers throughout the restaurant. Instead of requiring patrons to use Near
Field Communication to tap their devices to other devices, the action occurs seamlessly through their mobile devices.
Major League Baseball stadiums recently deployed iBeacon to deliver meal and beverage options to fans — with specific locations in the venues
themselves — all in an effort to drive stronger interaction between brands and consumers.
How does a brand drive greater interaction with consumers?
Passively with digital menu boards;
Actively with self-service kiosks;
Suggestively with promotional boards;
Inclusively with technologies like iBeacon; and
Consistently by communicating across all channels.
All the communication vehicles need to be working in concert — a holistic approach to increase dwell times and drive sales. Restaurants are
starting to catch up to what retailers have known for a while: One-way communication no longer cuts it.
Brands starting with ROO discussion
At the start of the digital signage revolution, brands placed all the emphasis on ROI without thinking through the broader return on objectives, or
ROO, required to deliver the ROI.
Now they are realizing that “soft” objectives can deliver meaningful non-financial results.
Dunkin Donuts, for example, makes it a point to regularly update consumers and keep customers engaged. That’s not a financial goal, but one
that has ramifications for how it does financially. The longer customers remain engaged, the more time they spend in the store and the more
money they spend. It’s all about maintaining customer focus.
Once the objectives are achieved, the ROI falls into place. Without a strong understanding of the objectives for a digital signage deployment,
there is no way to measure and understand the financial impact this new asset will bring to the organization.
Looking forward to seeing many of you at NRA Show 2014 in Chicago!
Richard Ventura is vice president of product marketing and solutions at commercial LCD display and projector solutions provider NEC Display
Solutions of America Inc. (www.necdisplay.com). He can be reached at [email protected].
Topics: Display Technology ( /topics/display-technology/ ) , Hardware ( /topics/hardware/ ) , Menu Boards ( /topics/menu-boards/ ) ,
Mobile Interactivity ( /topics/mobile-interactivity/ ) , Restaurants ( /topics/restaurants/ )
Companies: NEC Display Solutions ( /companies/media/nec-display-solutions/ )
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 3/8
(http://www.addthis.com/bookmark.php?v=300&winname=addthis&pub=networldalliance&source=tbx32-300&lng=en-
US&s=google_plusone_share&url=http%3A%2F%2Fwww.digitalsignagetoday.com%2Farticles%2Fmies-van-der-rohe-and-restaurant-digital-
signage%2F&title=The%20Mies%20van%20der%20Rohe%20approach%20and%20other%20restaurant%20digital%20signage%20trends&ate=AT-
networldalliance/-/-
/53765771a7804873/2&frommenu=1&uid=537657716336db58&trackurl=http%3A%2F%2Fwww.digitalsignagetoday.com%2Farticles%2Fmies-van-
der-rohe-and-restaurant-digital-signage%2F%23.U3ZQxksQ-
f0.twitter&ct=1&rxi=537650c64b10f9fd&gen=1&pre=http%3A%2F%2Ft.co%2FIGy7JmAj21&tt=0&captcha_provider=nucaptcha)
(http://www.addthis.com/bookmark.php?v=300&winname=addthis&pub=networldalliance&source=tbx32-300&lng=en-
US&s=linkedin&url=http%3A%2F%2Fwww.digitalsignagetoday.com%2Farticles%2Fmies-van-der-rohe-and-restaurant-digital-
signage%2F&title=The%20Mies%20van%20der%20Rohe%20approach%20and%20other%20restaurant%20digital%20signage%20trends&ate=AT-
networldalliance/-/-
/53765771a7804873/3&frommenu=1&uid=53765771a2aeec18&trackurl=http%3A%2F%2Fwww.digitalsignagetoday.com%2Farticles%2Fmies-van-
der-rohe-and-restaurant-digital-signage%2F%23.U3ZQxksQ-
f0.twitter&ct=1&rxi=537650c64b10f9fd&gen=1&pre=http%3A%2F%2Ft.co%2FIGy7JmAj21&tt=0&captcha_provider=nucaptcha)
3
Related Content
Millionaire dating site takes out digital signage personalad
1 comment • 4 days ago
popculturepr — Hey guys, I wanted to answer any questions
about the billboard described in the above …
Retail digital signage industry has 'no true leader,' saysconsultant
1 comment • 17 days ago
Jess — Informative post. You have shared with us. I would like
to read your more updates. sign design consultancy
ALSO ON DIGITAL SIGNAGE TODAY
0 Comments Digital Signage Today Login
Sort by Best Share
Start the discussion…
Be the first to comment.
WHAT'S THIS?
Subscribe Add Disqus to your site
Favorite
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 4/8
Latest Content
(/articles/kentucky-derby-to-run-on-worlds-biggest-4k-led-video-
board/)
Kentucky Derby to run on world's biggest 4K LED video board
(/articles/kentucky-derby-to-run-on-worlds-biggest-4k-led-video-
board/)
(/articles/first-look-samsungs-latest-soc-digital-signage-displays/)
First look: Samsung's latest SOC digital signage displays
(/articles/first-look-samsungs-latest-soc-digital-signage-displays/)
(/videos/connect-2014-mobile-innovation-summit-preview/)
CONNECT 2014 Mobile Innovation Summit (preview) (/videos/connect-
2014-mobile-innovation-summit-preview/)
(/articles/digital-signage-under-the-weather-offers-bright-forecast/)
Digital signage under the weather offers bright forecast
(/articles/digital-signage-under-the-weather-offers-bright-forecast/)
(/articles/mies-van-der-rohe-and-restaurant-digital-signage/)
The Mies van der Rohe approach and other restaurant digital signage
trends (/articles/mies-van-der-rohe-and-restaurant-digital-signage/)
(/articles/cheesecake-factory-adds-flavor-with-digital-signage/)
Cheesecake Factory adds flavor with digital signage
(/articles/cheesecake-factory-adds-flavor-with-digital-signage/)
(/articles/5-for-5-what-was-trending-in-digital-signage-in-april/) (/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 5/8
5 for 5: What was trending in digital signage in April? (/articles/5-for-5-
what-was-trending-in-digital-signage-in-april/)
marathon/)
Dick's Sporting Goods runs with digital signage at Pittsburgh Marathon
(/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-
marathon/)
TRENDING
Pepsi kicks off Interactive #FUTBOLNOW Vending Machine (/articles/pepsi-kicks-off-interactive-futbolnow-vending-machine/)
Dick's Sporting Goods runs with digital signage at Pittsburgh Marathon (/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-
marathon/)
FASTSIGNS launches digital signage portal (/articles/fastsigns-launches-digital-signage-portal/)
5 for 5: What was trending in digital signage in April? (/articles/5-for-5-what-was-trending-in-digital-signage-in-april/)
Mobile marketing firm buys digital signage network, eyes medical marijuana industry (/news/mobile-marketing-firm-buys-digital-signage-network-
eyes-medical-marijuana-industry-2/)
RECENTLY ADDED
The Mies van der Rohe approach and other restaurant digital signage trends (/articles/mies-van-der-rohe-and-restaurant-digital-signage/)
Cheesecake Factory adds flavor with digital signage (/articles/cheesecake-factory-adds-flavor-with-digital-signage/)
5 for 5: What was trending in digital signage in April? (/articles/5-for-5-what-was-trending-in-digital-signage-in-april/)
Dick's Sporting Goods runs with digital signage at Pittsburgh Marathon (/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-
marathon/)
Enter your email address Subscribe!
Stories Topics
Stories Assets Videos Blogs
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 6/8
Pepsi kicks off Interactive #FUTBOLNOW Vending Machine (/articles/pepsi-kicks-off-interactive-futbolnow-vending-machine/)
FEATURED CONTENT
(/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-marathon/)
Dick's Sporting Goods runs with digital signage at Pittsburgh Marathon (/articles/dicks-sporting-goods-runs-with-digital-signage-at-pittsburgh-
marathon/)
Pepsi kicks off Interactive #FUTBOLNOW Vending Machine (/articles/pepsi-kicks-off-interactive-futbolnow-vending-machine/)
FASTSIGNS launches digital signage portal (/articles/fastsigns-launches-digital-signage-portal/)
CONNECT 2014 Mobile Innovation Summit (preview) (/videos/connect-2014-mobile-innovation-summit-preview/)
Outdoor Digital LCD Displays (/whitepapers/outdoor-digital-lcd-displays/)
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 7/8
NEWSLETTERS
Subscribe to receive the latest news and special offers.
Digital Signage Today | News Alerts ATM Marketplace | News Alerts Church Central | News Alerts Fast Casual | News Alerts
Kiosk Marketplace | News Alerts Mobile Payments Today | News Alerts Pizza Marketplace | News Alerts
QSRWeb | News Alerts Retail Customer Experience | News Alerts Self Service World | News Alerts
Enter your email address Subscribe!
HELP
About Us (/about-us/)
Advertise (http://www.networldmediagroup.com/DST-advertise)
Contact Us (/contact-us/)
Editorial Policy (/editorial-policy/)
FAQ's (/faqs/)
Meet the Team (/team/)
Privacy Policy (/privacy-policy/)
Site Map (/site-map/)
FOLLOW US
Follow Us (http://www.twitter.com/DigSignageToday)
Like Us (http://www.facebook.com/DigitalSignageToday)
Follow Us (http://www.linkedin.com/groups/Digital-Signage-Today-4070912)
Add Us ()
RSS (/rss)
5/16/2014 The Mies van der Rohe approach and other restaurant digital signage trends
http://www.digitalsignagetoday.com/articles/mies-van-der-rohe-and-restaurant-digital-signage/#.U3ZQxksQ-f0.twitter 8/8
© 2014 Networld Media Group All rights reserved.
Visit Other Networld Media Group Sites:
Select a site