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How Digital Signage Help Airports in Delivering Winning Edge?

By Enterprise Technology Review | Friday, January 24, 2020

Digital Signage has made its space in almost all the sectors of the industry. Airports are no way behind. Successful airports have started to deploy digital signage to manage heavy passenger traffic.

FREMONT, CA: When it comes to airports and passengers, they have two common objectives, i.e., to process quickly and progress smoothly. It is a crucial determinant for the airports offering the most effective service experience, ensuring that their arriving and departing passengers are moving proficiently through the space with minimum stress. It is essential to use proven communication tools in the overall service process if the airports aim at delivering the highest levels of customer service.

Conventional static signage and advancements in digital signage both play a significant role in ensuring clear communications within and around the airport precinct. The airports offer an ample of major customer touchpoints that are utilized to deliver an integrated approach with effective signage key in empowering passengers to experience a hassle-free journey.

Generally, the first vital impression of airports for passengers is managing customer flow in and out of the car park. With digital screens empowering an interactive navigation journey to the available car park on arrival and conveniently exiting the car park on departure, digital car park technology has traveled a long journey. Smarter car park with pertinent messaging is the savior in heavy traffic flow through an often-critical income space.

The airport’s logistics are very intricate. In this scenario, making use of intel from passenger patterns and flight information enables the design and incorporation of digital signage assets to make the passenger processes more streamlined. By using the information and design properly, as well as having a complete understanding of the passenger journey, help the airports to answer the queries of the passengers before the customers themselves put forward their questions. Accurate and clear directional signage for a massive outflow or influx of travelers to the right gate or towards the exit can play a significant role in minimizing the stress and reducing the chance of delay.

The ability of digital signage to deliver messages that are culturally pertinent and in a wide array of languages further assist the airports in streamlining the flow of passengers. Through research conducted by Leib et al., it was found that both Chinese and American passengers prefer signage, which integrated both words and symbols in order to navigate airports accurately. It was also discovered by researchers that there were considerable differences amongst the cultures in the way they received and processed pathfinding information. The airports can make good use of their signage as crucial design features by integrating traditional static signage, digital signage, and a comprehensive understanding of the market, in order to deliver a travel experience that identifies the culturally diverse nature of the airport.

For airports, the passenger flow is not only the top priority. It is their core business as well. It is in the best interests of all the airport management teams for the travelers to be able to rapidly and conveniently navigate to their flights and on towards their destinations. Making use of intelligently designed out signage, combining both static and digital technology in order to manage the passenger experience, is essential in driving an improved passenger experience and return business.  

Melbourne Airport is the best example of the use of digital signage. Being Australia’s busiest airport, it has recently added two new LEDs. These huge screens are placed in heavily trafficked walkway areas in order to navigate passengers to and from key checkpoints, including the car parks, check-in desks, and gates.

The LED ‘s crisp image not only displays relevant and informative passenger content and pathfinding information but also possesses the capacity for targeted external and internal advertising opportunities.

See also: Top Digital Marketing Solution Companies