How digital signage solutions improve the guest and crew experience
With the rise of mobile ordering, curbside delivery and pickup, quick-service restaurants are looking for efficiencies to meet the needs of their customers. At the same time, operators are scrambling to redesign existing stores to accommodate this new dynamic while working with limited staff and dealing with lingering security issues. More than ever, it’s critical to create an effective customer experience that your team can follow.
Digital signage is one of the most convenient and cost effective ways to improve the experience for customers and staff. Guests should know how to navigate the property easily and safely, inside and out.
âWe are increasingly seeing stand-alone signage, such as pole-mounted LEDs and customer-facing window signs that tell customers where to pick up their mobile order and new business hours, as well as a outdoor signage that lets customers know when orders are ready, âsays Deana Gelino, senior key account manager, display division, Samsung Electronics America.
Digital signage is not only convenient, it is an increasingly important tool to save time and money and to respond to customers where they are. Customers expect fast, efficient and secure service and are increasingly accustomed to contactless interactions and orders via mobile devices.
When Austin-based Sprinkles Cupcakes, which is widely regarded as the world’s premier cupcake bakery, had to adapt its business model during COVID-19, the brand turned to digital signage to help solve some of the challenges. the most common in the sector linked to the pandemic.
âBefore COVID, our cupcake vending machines were the only self-service device we had,â says Daniel Legh-Page, vice president of technology and customer services at Sprinkles Bakery. âDuring COVID, we picked up, self-serve, and added in-store kiosks. When we fully reopened, we switched to more online orders, replaced our old static signage with digital signage, and added more self-service kiosks. It brought a new look and a whole new customer experience that matched the online ordering flow.
It also helps Sprinkles, a brand known for its high-quality, artisanal goodies like cupcakes, cookies, chocolates and more, to maintain a consistent brand identity across all channels. With digital signage, colors appear in true, vibrant detail, so Sprinkles’ red velvet cupcake looks the same everywhere, from its exterior signage to its website and mobile app. Legh-Page said Sprinkles was able to maximize their investment in new photographs in 2020 because photos can now be easily loaded into the content management system and reused across multiple channels with just a few clicks. Digital signage also allows operators to quickly change prices and item availability (a lifeline in the event of a supply chain shortage) and promote LTOs in real time.
Previously, Sprinkles advertised daily specials and 86ed items using magnetic lettering that had to be changed by hand. âNow managers can update their digital signage menu with just a few clicks on an iPad,â says Legh-Page. âWe can schedule promotions, such as holiday flavors and new baked goods, and easily display them on digital signage, so customers know when and for how long they will be available. ”
Digital signage also improves the experience for restaurant staff. Kitchen and prep area displays help the team manage customer orders from multiple order points, such as drive-thru, mobile services, restaurants, and third-party delivery services. Many operators are also replacing the old rear display board system for schedules and safety notifications with sleek digital signage, which cleans up space and streamlines corporate messaging.
âThe experience of the crew is a game-changer in digital,â says Gelino. “In our hard working world, you have to keep the crew happy.”
Regardless of the size or scope of a quick service operation, digital signage can help operators improve customer and employee satisfaction. Part of Legh-Page’s plan when he joined Sprinkles as CTO in 2019 was to upgrade the company’s technology and move more digitally. The pandemic has accelerated this change, but the end goal is still the same: to enable customers to do business easily and conveniently through digital channels, while maintaining the level of service and branding standards for which Sprinkles is. known.
New kiosks with a user-friendly interface, combined with Samsung digital signage, a transparent content management system and customer support, have allowed Sprinkles to retire its legacy systems and start fresh with a solution that can evolve and evolve with the needs of the business. Ultimately, Legh-Pager would like to see almost all of the company’s sales flow through digital channels, such as online ordering and self-service kiosks.
âWe pride ourselves on customer service, so we were concerned that the customer experience and level of service would be lost if we went fully digital,â he says. “But on the contrary, it allowed us to redesign our bakeries and create a new walk-in experience that our customers have really enjoyed.”
To learn more about how digital displays can help your brand, visit Samsung website.
By Davina van Buren