While many businesses rely on digital signage to engage customers and drive sales, some are still searching for the right content management system to take their consumer experience plans to the next level. Coates Group believes it has a plan of attack for businesses to see big gains from both digital signage and CMS solutions.

June 21, 2022 | by Kevin Damask — Editor, Digital Signage Today

While many businesses rely on digital signage to engage customers and drive sales, some are still searching for the right content management system to take their consumer experience plans to the next level. Coates Group — specializing in creating immersive brand experiences for nearly 60 years — believes it has a plan of attack for businesses to see big gains from both digital signage and CMS solutions. That was the focus of the June 16 webinar "Digital Signage & CMS Solutions: A Roadmap to Digital Maturity," sponsored by Coates Group.

The presentation featured three panelists, all from Coates Group: Phil Morris, global head of products, along with Esther Ham and Matt Souza, both software product directors. Panelists gave their opinion of how to build the most effective, future-ready CMS focused on driving customer experiences. They also discussed tips to stay ahead of the digital maturity curve and ways to learn, respond and adapt to disruptive technologies.

Panelists showed how Coates Group works with brands in both the retail and QSR sectors to not only surpass digital roadblocks, but build a successful digital presence as well. They also presented examples of how an effective CMS can open the door to many benefits and opportunities. Companies don't necessarily have to spend millions of dollars on a high-tech digital display. While brands may be figuring out their digital objectives, they can still find the tools to rollout a solid digital signage package.

Coates Group deploys a range of digital content solutions, including outdoor digital menu boards, self-ordering kiosks, indoor digital menu boards, switchboard CMS and signage innovations tools. The company has products in more than 50 markets around the globe.

Morris said several factors make up a digital CMS ecosystem, including data outcomes, digital displays, devices, architecture and infrastructure, data integrations, content and media, productions and capabilities, along with the CMS itself.

"There is a myriad of business capabilities that can be accomplished through the implementation of digital signage and a CMS solution," Morris said. "There is no one size fits all. I see it as journey filled with compounding value for businesses as they mature over a time horizon."

The path toward digital maturity, according to Morris, flows through increasing opportunities for digital content and incorporating more data over time. Souza shared a few use cases of how Coates Group has helped brands reach digital maturity. In his first level of digital maturity, Souza said restaurant brands, such as QSRs, can upgrade their CMS solutions by focusing on improving digital menu boards.

"The flexibility is increased when compared to print menus," Souza said.

He said digital menu boards also have the capability to show ordered items to the customer, increasing order accuracy. Customers can double-check their orders directly on the screen and report any mistakes before receiving their food.

"Part of accuracy means customer satisfaction, reduction of waste and disruption, so once again it's a digital menu board feature that's adding value to the business," Souza said.

In digital maturity level three, the menu board features layered content with assets and copy separated from data, which includes data integration from external systems such as pricing, product information and outage integration. Souza pointed out that digital menu boards can be broken down to feature product pricing, information and outage integration (showing items that are sold out and replacements).

Ham gave examples of how a strong CMS can bolster promotions and increase upselling. She said brands should follow a recommendation engine approach, pinpointing four areas: relevance; serendipity; novelty and diversity. Coates Group sees several key benefits to these recommendations, including improving marketing and operational efficiency to QSRs.

Ham said the future of digital maturity in menu boards will include optimization empowered by artificial intelligence, machine learning and dynamic CMS integrations, displaying weather, important event information and other messaging.

Ham also discussed content analysis and how it can help businesses improve their CMS platforms. She said the future of monitoring and alerting solutions should help systems prevent issues by triggering alerts and setting thresholds prior to a problem occurring based on insights gathered on the platform.

"It's a good practice to properly solve issues before they arise," Ham said.

Before taking questions, Morris said it's important for brands to find the CMS and digital signage package that best fits their needs.

"When considering the value you can bring to customers in this space, it's important to understand where they're at and to identify a solution appropriate for their position on the digital maturity curve," Morris said, "while also accounting for maturity, capability and growth in the future."

To learn more about how businesses can leverage their CMS to deliver the digital signage that is right for them, click here.

Coates Group is a global digital merchandising solutions provider creating immersive brand experiences for some of the world’s leading brands.

Kevin Damask is the editor of Digital Signage Today. He has more than 15 years of journalism experience, having covered local news for a variety of print and online publications.

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