Posted by: Richard Williams | Posted on: | 1 Comments
Train stations were one of the earliest users of digital signage, with screens being used in major network stations for all sorts of reasons. With high levels of people using busy mainline stations, a need to communicate detailed information, digital signage around train stations has benefits for train operators, advertisers and customers.
The customer experience
One thing that is integral to a customer’s experience at a train station is time. Train arrivals and departures govern the user experience, and keeping abreast of any changes in timetables is essential for most commuters. When digital signage first developed, it soon replaced the traditional mechanical boards that provided timetables and schedule changes around train stations. Because train operators can upload information immediately, customers can be told in real time as soon as news of a delay comes in, and importantly, how long this delay is.
For customers on the platform, outdoor digital signage screens can keep them informed of a train’s progress with expected arrival times, displayed in minutes.
Keeping customers happy is integral for train operators. In many countries, train companies are much maligned due to delays. Providing up-to-the-minute information helps improve customer relations and reduce complaints.
Digital signage also helps make services more efficient, which in turn can reduce delays. When customers and staff know precisely what time trains are arriving there is less chance of trains being kept waiting at stations. Digital signage can help with important communication to both customers and staff, helping to steer people to the correct location when making platform changes.
The footfall in stations can be extremely high, especially during peak hours in the morning and afternoon. This large influx of people provides advertisers with good opportunities to reach a wide audience. Furthermore, because of the scheduled nature of commuting, advertisers can tailor digital signage content to meet the audience’s needs, such as fast food restaurants promoting breakfast offers in the morning. Other tailored items do well around stations too, such as books, a common commodity promoted on train station digital signage, due to the desire people have to read when travelling.