Recently, while on holiday with my family, I witnessed the effectiveness of digital signage firsthand. In the reception area, a small 44-inch screen displayed a loop of advertisements showcasing the park’s various attractions: go-karting, zip-lining, crazy golf, and swimming, among others.
From a client’s perspective, the screen was a smart and efficient way to advertise in- house services to arriving holidaymakers. The content was easily changeable and updatable through a content management system.
For customers, the screen provided instant access to information about available
activities. My own children were immediately drawn to it, asking to participate in go-karting and zip-lining. This led to an £80 purchase of additional activities – a testament to the screen’s persuasive power.
The signage also displayed practical information like activity schedules, restaurant hours, local weather, and nearby attractions. This not only benefited guests but alsofostered connections with local businesses, creating potential partnerships and revenue streams.
This got me thinking about the costs involved for the holiday park. A 44-inch screen can range from a few hundred to around £1,500, plus the stand and accessories. The software is another consideration, with free options available or managed CMS subscriptions ranging from £200 to £2,000 per month, depending on the number of assets.
But the benefits for the holiday park owner are significant. Digital signage reduces perceived wait times and frees up staff, as information is readily available and easily changeable. Multiple screens in key locations maximize visibility and create a modern, tech-savvy feel.
The screens also enhance the guest experience by providing wayfinding information, saving on printing costs for maps. Plus, the dynamic content creates a more engaging and aesthetically pleasing environment.
In conclusion, this small digital screen proved to be a valuable asset for the holiday park. It generated additional revenue through in-house promotions, supported local businesses, and enhanced the overall customer experience. It’s a prime example of how effective digital signage can be when used strategically.