{"id":36962,"date":"2022-07-25T18:35:21","date_gmt":"2022-07-25T18:35:21","guid":{"rendered":"https:\/\/staging.navori.com\/?p=36962"},"modified":"2024-09-16T06:59:35","modified_gmt":"2024-09-16T06:59:35","slug":"keep-it-simple","status":"publish","type":"post","link":"https:\/\/staging2.navori.com\/fr\/blog\/keep-it-simple\/","title":{"rendered":"A Digital Menu Board Content \u2013 Keep it simple!"},"content":{"rendered":"
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Being a digital marketing executive, I constantly seek innovative ways to upsell and promote products to customers. With numerous technology-based solutions available, it’s challenging to maintain simplicity. Marketers often rely on the “wow factor” to grab attention, using new, big, immersive, and hard-to-miss tactics.<\/p>\n

Now while there is a time and place for this type of strategy, I feel the need to caution marketers and digital signage operators against doing this with Digital Menu Boards in restaurants and QSRs (in restaurants, and drive-through). Below I will talk about my most recent QSR drive-through experience and explain why I suggest that marketers resist the urge to create that \u201cwow factor\u201d and keep it simple when it comes to digital menu board content and strategy.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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\"Drive-thru-Digital-Menu-Board\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n\n\t
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My recent experience<\/h2>\n

It was a warm summer night and I had just finished playing golf outside of the city, about 45 minutes away from where I live. As usual, the golf game took longer than expected and I was running late to get home to my wife. I asked myself, should I just go straight home and try to put together a small and very late dinner from what was left in the fridge? Or, should I pop into the drive-through of my favorite fast-food restaurant and grab a little something to eat on the way home? It had been so long since I treated myself to some fast food from my favorite QSR chain, and it was right there on my way home, so I decided to go for it.<\/p>\n

It was late at night, and the drive-through line was short. I reached the ordering area without seeing the menu. This well-known fast-food chain’s ordering experience left me annoyed and frustrated, prompting me to write this blog post.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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Let the frustrations begin<\/h2>\n

Arriving at the ordering area, a voice quickly greeted me and asked for my order. The drive-through digital menu board didn’t screen<\/a> the actual menu, but instead showed a promotional video for a product I wasn’t interested in.<\/p>\n

I requested a moment to decide my order, but the digital menu board changed to a layout with limited items. I wondered if that was the entire menu.<\/p>\n

Being familiar with digital signage, I pondered content strategy while the person on the other end impatiently asked if I was still there. Without seeing the full menu, I hastily ordered something I knew they had.<\/p>\n

On my way home, I realized the QSR failed to serve me as a customer by prioritizing the “wow factor.” If the complete menu had been shown when I arrived and remained until I ordered, I would have been happier. Similar mistakes happen with indoor digital menu boards too.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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\"Drive-Thru-QSR-Digital-Menu-Board\"<\/div>\n\t\t<\/figure>\n\t<\/div>\n\n\t
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Lessons learned<\/h2>\n

The lesson here is that in many situations when it comes to digital signage, we must be careful not to lose sight of the actual goal of the digital signage itself. Be sure to understand the difference between entertainment and utility and decide which one you absolutely must achieve and which you can incorporate as \u2018nice to haves\u2019 when possible.<\/p>\n

As marketers and content creators, we are always looking for cool and innovative ways to get our message across. However, as marketers, we must also be careful to ensure that our innovations don\u2019t actually harm the customer experience at the same time. In this case, the goal of the indoor and drive-through panneaux d'affichage num\u00e9rique<\/a> was to increase sales, efficiency, and customer satisfaction. Unfortunately, it had the opposite effect on me. Not only was I not interested in learning about the latest products for sale by this restaurant, but the ordering experience also left me feeling rushed, disoriented, and dissatisfied. The food however was still delicious \ud83d\ude0a.<\/p>\n\n\t\t<\/div>\n\t<\/div>\n\n\t

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R\u00e9servez une d\u00e9mo et d\u00e9couvrez la puissance du logiciel d\u2019affichage dynamique de Navori ! <\/div>\r\n\t<\/div>\r\n\t
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Action items<\/h2>\n

When I finally got home, I was still bothered by how digital signage (an industry and product category I know and love) actually made my experience worse. So, I wrote a short list of things to remember when creating digital signage content for digital menu boards and here it is:<\/p>\n