How Digital Screens Improve Customer Experience

This guide explains where digital screens can support customers and how businesses can evaluate the result without relying on unsupported performance claims.

Start With the Customer Journey

The European furniture retailer installed 20 floor-standing 75-inch screens inside storefront windows to present products and replace printed promotions. The customer reported that more passersby stopped to look; the practical content task was to show the store’s offering clearly from outside. Project example · Digital Signage Totem.

A useful display supports a specific step in the visit. It might answer a question before a customer reaches an employee or show directions at a decision point.

Businesses should map the journey before selecting the screen. The map should identify what customers need to know, where they need it and what action follows.

• What question does the screen answer?
• Who needs the information?
• Where will the viewer be standing or moving?
• How long will the content remain visible?
• What should the customer do next?
• What alternative is available if the screen is unavailable?

A screen without a defined purpose can add visual noise. A clear task makes content and placement decisions easier.

Accurate Information Builds Confidence

Customers rely on displayed prices, opening times, availability and directions. Incorrect information can create more frustration than a printed sign.

Content ownership should be clear. One person or team should be responsible for approving updates, checking schedules and removing expired material.

If information comes from another system, the integration needs a defined data source and update frequency. The business should also decide what appears when the data is unavailable.

Readability Comes Before Visual Effects

Customers must be able to recognize the main message from the expected viewing distance. Text size, contrast and screen brightness all affect readability.

• Use a short headline with one clear purpose.
• Keep important text separate from detailed images.
• Choose type size using the real viewing distance.
• Avoid rapid transitions and unnecessary animation.
• Test content in the actual ambient light.
• Keep essential instructions visible long enough to read.

A design that looks good on a desktop monitor may fail on a distant screen. Testing should take place at the installation location.

Placement Affects Whether Content Helps

A display should appear where customers naturally look. Wayfinding information belongs before a route decision, not after it. Queue instructions should be visible before customers join the wrong line.

Physical obstacles, reflections and crowding can block the screen. Portrait and landscape orientations also create different content areas.

The position must not obstruct entrances, pedestrian routes or accessibility clearances. Power, network access, ventilation and maintenance space should be planned at the same time.

Digital Screens and Waiting Experiences

A screen can show queue status, preparation progress or service instructions. This information may help customers understand what is happening while they wait.

Content cannot remove an operational delay by itself. Entertainment may change how a wait feels, but actual queue and fulfilment time still need to be measured separately.

Estimated wait times should use reliable data. An inaccurate estimate can reduce trust. When a real-time connection is unavailable, the screen should avoid presenting unsupported timing information.

Wayfinding and Public Information

Directions are most useful when they answer the next immediate decision. A visitor may need a department name, floor number, room direction or service status.

Maps should use clear orientation and consistent location names. Important destinations need stronger emphasis than decorative content. Emergency information must follow the site’s approved procedures.

For a large venue, screens may show different information at entrances, intersections and waiting areas. Each location should display only what is relevant there.

Display-Only Screens and Interactive Terminals

A display-only screen presents information to multiple viewers. An interactive terminal collects input from one user through a touchscreen or another control method.

• Digital signage: Advertising, menus, announcements and directions
• Interactive kiosk: Search, check-in, ordering or form entry
• Payment terminal: Configured payment processing
• Connected software: POS, booking, inventory or queue data when integrated

These functions may be combined, but they are not automatic features of every screen. Hardware, software and integration responsibilities should be confirmed before purchase.

Accessibility and Inclusive Use

Customer-facing information should be usable by as many people as possible. Screen height, text size, contrast and touch-target size may affect access.

Interactive workflows should not rely only on colour. Instructions need clear language, and customers should have enough time to complete each step. Multilingual content should be reviewed throughout the full workflow.

A staffed or non-digital alternative may still be necessary. The appropriate accessibility requirements depend on the location, audience and local rules.

Privacy and Sensor-Based Features

Some projects may use cameras, mobile connections or audience sensors. These are separate features, not standard capabilities of every digital screen.

Businesses should identify what data is collected, why it is needed, how long it is retained and who can access it. Notice and consent requirements depend on the technology and local law.

Facial recognition and personalized advertising should never be assumed from a screen installation. They require separate technical, legal and privacy review.

Consistent Content Across Locations

A CMS may help authorised users publish and schedule content across several screens. Central control can support common branding and campaign timing.

Local differences still matter. Prices, languages, opening hours and available services may vary by location. The content workflow should define which fields are central and which can be changed locally.

Permissions and approval steps reduce accidental changes. Expired campaigns and incorrect schedules should be checked regularly.

Supporting Staff Rather Than Creating Extra Work

Employees need to understand the role of each screen. They should know how to report a fault, request a content correction and help customers who cannot use an interactive function.

A new screen may change how questions reach staff. Observing those questions can reveal unclear content or poor placement.

Digital content and operating procedures should be updated together. A display that shows one process while employees follow another will create confusion.

Reliability and Fallback Planning

Customer experience depends on the display being available when the information is needed. The project should include routine checks, maintenance access and a response process.

• Confirm that the screen powers on as scheduled.
• Check that the current content is displayed.
• Review network and player status where monitoring is available.
• Inspect visible cables, ventilation and physical condition.
• Keep an approved fallback message or alternative sign.
• Define who responds to hardware and content problems.

A fallback is particularly important for directions, queue instructions and service availability. Customers still need guidance when the digital system is offline.

Common Commercial Applications

Retail stores may use digital screens for product information, promotions and window-facing campaigns. Restaurants can display menus, availability and ordering instructions.

Hotels, hospitals and public facilities may use screens for wayfinding, check-in guidance and announcements. Corporate sites can display visitor information and room directions.

Each application has different requirements. Screen size, brightness, mounting, protection, software and operating hours should match the real environment.

How to Measure Customer Experience

There is no universal improvement percentage. A business should record a baseline and compare equivalent periods after installation.

• Number and type of customer questions
• Wayfinding errors or requests for directions
• Queue and service time
• Interactive session completion and abandonment
• Screen and content uptime
• Content correction requests
• Accessibility-related assistance requests
• Customer feedback collected through an approved method

Comparisons should account for season, traffic and campaign changes. Businesses should use their own data instead of an unsupported market average.

Common Reasons Digital Screens Underperform

• The screen has no clear customer task.
• Content contains too much text or too many messages.
• Prices, directions or availability are outdated.
• The screen is difficult to see from the customer path.
• Interactive workflows contain unnecessary steps.
• System integrations are incomplete or unreliable.
• Staff do not know how to assist or report problems.
• No fallback exists when the screen is unavailable.
• The business does not measure the relevant customer journey.

Frequently Asked Questions

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Provide the application, screen size, orientation, mounting method, viewing distance, operating environment, software requirements and expected quantity.

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