DSA Signage
Technology has, far and away, become a foundational component of the modern customer experience. And one particular innovation that enables businesses to connect with consumers and influence decision-making comes in the form of digital menu boards. These dynamic displays create a visually engaging environment that drives sales.
If your business isn’t already taking advantage of digital menu boards to influence purchasing behavior, now is the time to start. Here’s everything you need to know so you can grow your business and connect with your audience on a deeper level.
The Psychology Behind Customer Decision-Making
As customers, we make decisions quickly, often without even consciously realizing it; people can process visual information in as little as 13 milliseconds. We are influenced by visual stimuli and underlying wants, so much so that the brain processes visuals much faster than text.
Digital menu boards take advantage of all of these principles to create an effortless and engaging ordering experience that can grab someone’s attention in an instant. For example, you can use red to stimulate an individual’s appetite or create a sense of urgency. Similarly, you can use font styles and animations to guide customers’ eyes toward your most profitable menu items. The goal is to encourage customers to choose the “right” products to maximize your earnings.
What’s more, digital menu boards are less demanding on a person’s cognitive load. They present options in clear, engaging layouts and reduce the mental effort required to make a decision. That, in turn, decreases decision fatigue, which typically occurs when customers face too many choices or are overloaded with options. Ultimately, the result is faster order times and improved customer satisfaction.
Increased Engagement Through Visual Appeal
As explained, visual elements play a critical role in enticing customers and increasing engagement. Digital menu boards double down on that function, allowing you to incorporate high-quality imagery and motion graphics into your communication strategy.
Here are a few ways you can use visually appealing content to spur customers to action:
- Appeal to Customers’ Appetites: A mouthwatering image of a freshly prepared burger or other popular menu item can influence buying behavior
- Rotate Specials: Motion graphics and video clips of your daily or weekly specials will catch customers’ eyes
- Highlight Your High Margin Products: Showcasing items that offer higher profit margins will promote long-term profitability
Emphasize the products that have the highest profit margins and encourage your customers to buy more food by highlighting combos or specials. Increasing average ticket sizes is a great way to grow your business.
Real-Time Updates and Customization Influence Decisions
Perhaps one of the biggest advantages of digital menu boards is that you can update the content they show in real-time. For example, you can program your boards to switch between breakfast and lunch menus at preset times, effectively ensuring that your customers see relevant food options no matter when they visit your establishment.
Digital menu boards also make it easy to promote limited-time offers and upsell your audience as well. Frequently changing up your specials and deals keeps customers intrigued. For example, you can offer different specials to encourage impulse purchases or adjust your menu to showcase seasonal items that your customers love.
Furthermore, the proper use of digital menu boards allows you to adapt to customer demands in your area. You can offer localized options and pricing, which shows you are listening to what customers want. It is an especially useful tactic if you operate multiple establishments in different regions.
Enhancing Clarity and Reducing Decision Fatigue
Cluttered menus with lots of text can spur information overload, causing decision fatigue that can discourage customers from making purchases (or diminish average ticket sizes). Slowing down the ordering process is also bad for business.
A well-organized digital menu improves the customer experience by making it easier to navigate options and place orders in little time. At a glance, customers can see what your current specials are or track down their favorite menu items.
Digital menu boards also make it easy to incorporate visual cues into your menu. For instance, you can add icons to identify gluten-free, vegan, or low-calorie items. High-contrast text and legible fonts make your menus more accessible as well. Customers with visual impairments will be able to interact with more of your menu and make more informed choices.
Social Proof and Data-Driven Optimization
As digital menu boards allow you to integrate real-time data insights into your sales strategies, you can do the following with them:
- Display social proof like customer reviews or “best seller” labels to influence buyer choices
- Track which items are most popular and restructure your menus accordingly
- Test different menu layouts and color schemes to determine which configurations resonate with your audience
While you can perform some of these tasks with static menus, doing so is more labor-intensive and tedious. Digital menus allow you to test and change layouts in seconds and easily customize your graphics based on customer preferences.
Digital Menu Boards and Impulse Purchases
When it comes to encouraging impulse buying with digital menu boards, here are a few ways to generate such spontaneous purchases:
- Run flash sales that create a sense of urgency in your audience
- Highlight limited-time offers or special edition items
- Promote add-ons like combos or pick two deals
These strategies will create a smoother customer experience while boosting your revenue.
Transform Customer Experience With Digital Menu Boards
If you’re ready to explore the possibilities of digital menu boards, DSA Signage can help. Our team provides custom signage solutions for restaurants, fast-food businesses, and retailers. Explore our menu boards or contact our team today for a free quote.