3 Myths That Prevent Small Businesses from Using Digital Signage

Bematech Blog - September 24, 2014

digital signageIf you haven’t started using digital signage yet, you’re behind the curve. Businesses that have incorporated this electronic medium are already harnessing its power and using it to increase sales, boost traffic and display digital endorsements of the store or restaurant.

Digital signage is one of the most dynamic, flexible vehicles for communication that a business owner can integrate with their operations. This digital interface is an attractive, effective addition to any retail or restaurant environment—whether it’s a small retail store, restaurant, independent coffee shop or chain of restaurants.

Digital signage is a valuable tool for small businesses. It conveys important messages, in-store specials, promotions or advertising directly to patrons during the most important part of a transaction—while they are deciding whether or not to make a purchase.

If you still have reservations about digital signage, we’ve created a short list of myths and facts that should help put you at ease.

MYTH: Digital signage is expensive.

FACT: Previously, incorporating digital signage was an overpriced budget buster, requiring pricey equipment, coordination of different vendors, specialized software and steep monthly fees.

We’ve come a long way since then. Now end-users can purchase their own digital signage software at a lower cost, design their own screens and run the software on their existing computer or POS terminal.  If you do opt to purchase large LCD screens, it’s a one-time investment, not a recurring cost.

Customers who incorporate digital signage into their businesses will see the benefit almost immediately. This user-friendly medium will help increase revenues by displaying information about impulse buys, promotions and other specials to customers while customers are in the store. By providing additional information directly to customers via digital signage, business owners can generate additional sales revenue, recruit new people for their loyalty programs and even display digital endorsements from Facebook and Twitter.


Making information available via digital messaging helps businesses reduce the cost of traditional campaigns by saving money on printing, distribution and wasted materials that will be discarded after the promotion has ended.

MYTH: Digital signage is difficult to design on your own.

FACT: Digital signage is easy to control and can be modified quickly, allowing it to be incorporated into virtually any environment. Restaurants may display their menus digitally or convey information about the brand, nutrition, loyalty programs, in-store promotions or certain menu items.

You don’t need a graphic designer on staff to help create your screens. Many digital signage software packages come with templates that enable customers to design their own screens. This hands-on approach eliminates the need for pricey third-party hosting and maintenance.

In fact, you may already have the power to incorporate digital signage. There are some point of sale packages that include this functionality, which allows end users to store their own graphics and information, allowing them to update their signage easily and as often as they like.

MYTH: Digital signage isn’t effective.

FACT: Shopping habits have certainly changed as consumers are more technology-oriented and sophisticated than ever. The Internet has taken over as the primary opinion that people turn to when considering a new purchase, deciding whether or not to try a new restaurant or searching for the best deal.

We are increasingly comfortable with technology permeating every aspect of our lives, so it seems like a natural progression to extend the digital medium into every day shopping trips and dining out. As digital content affects the decisions of where we choose to shop, what to buy and where to eat, smart business owners should take the time to consider the most effective ways to communicate with their customers.

Rather than spending advertising dollars on campaigns that people are likely to avoid or not even see, why not communicate with shoppers through the medium they are most comfortable with?