Colombia. Boosting customers' purchase decision, reducing their perception of waiting time, achieving empathy with them and their families, and building loyalty so that they return, are the main purposes of digital signage in restaurants, and Colombia is gradually joining this global trend.
This digital signage tool, which is nothing more than a communication channel at the point of sale or in public places, supported by multimedia solutions, allows companies, and in this case restaurants, to create, manage, distribute and publish their own content in a differentiated and personalized way, through digital content emission devices such as projectors, screens, touch panels or totems.
Cristina Montilla, commercial manager of the company Digital Signage Colombia, and speaker at TecnoMultimedia InfoComm, affirms that, "although the digital signage market for restaurants is in full development in the country, we could say that only 3 of 10 restaurants in Colombia already handle this outdoor advertising resource at the point of sale".
From his experience, Montilla assures that among his customer restaurants, the success of this new advertising format has been resounding, with a proven increase in their sales of 17 to 22% from the moment they implement digital signage systems in the premises.
"One of our most important objectives is to provide technical advice to gastronomy entrepreneurs so that they can transmit the right messages, in the right way. It is also very important for them to understand that devices for this purpose are specialized because beyond simple commercial televisions, these are screens for industrial use, manufactured to withstand long hours of use, and because in themselves, they are units capable of receiving, storing and issuing messages designed especially for this purpose, "adds Montilla.
These screens that are already everyday for millions of consumers in the country, have found their greatest commercial success in fast food chains and in the food courts of shopping centers that quickly adopt this technology, for some, thanks to the policies of international franchising brands, and for others, due to the obvious pressure of competition and competitiveness.
In this way, restaurant owners increasingly find that digital signage, beyond generating the craving of the unsuspecting who pass in front of their business, or their customers in line, is very effective in reducing the perception of waiting time, including children in the purchase decision and, most importantly, to scale the value of consumption through cross-selling generation.
The function of digital signage, with the images of new dishes, the "enlarged", the promotions of the day, and obviously the children's combos, are psychological factors that lead the consumer to arrive at the box with a decision made about his order, but also to think that this information helps him save money.
Beyond the topic of restaurants, the Digital Signage Summit Colombia, will touch on other trending topics for this industry such as "The use of augmented reality in Digital Signage", "AV Regulations for Digital Signage", "DS Trends in Latam and ROI", "Digital Signage and its impact on current advertising", "Digital Signage, beyond the playlist" and "AV Experience in Museums". In addition, the event has the support of entities such as ASOBARES.
According to Víctor Alarcón, Project Manager of this fair space, "the realization of the Summits and trainings are part of an intense agenda of knowledge exchange and networking that TecnoMultimedia InfoComm Colombia wishes to bring to its participants. Every year we look for novelties and trends that add to our congresses and exhibition, in order to collaborate with the exponential growth that the sector is going through in the world".
TecnoMultimedia InfoComm Colombia will be held from October 3 to 5 at the Corferias Convention Center in Bogotá. For more information visit www.tecnomultimedia.com
