Customer display technology is a major growth area in hospitality. Driven by a demand for seamless convenience and speed, operators are increasingly deploying display screens to inform, engage, and satisfy a more discerning, and often more impatient, clientele.
But your typical customer display screen (CDS) isn’t just about customer pacification. When implemented properly, a CDS can be become a powerful promotional and upselling tool that boosts revenue, while also enhancing customer experience.
In the F&B sector, customer display screens are typically used to display basic specifics such as ordered items, modifiers, prices and payment methods. Connected to an actual POS system they display, in real time, the information that's being keyed in by the cashier. Some are built in to the point of sale terminal, others can be set up on separate devices.
The latest systems however, go beyond the provision of transactional data. Operators can now include promotional information alongside order specifics, including banners and videos. This evolution from simple POS peripheral to bona fide digital signage solution is adding considerable value for F&B operators.
This was vividly illustrated by a major survey conducted by CMS software firm, Yodeck. Off 100 industry professionals surveyed in the restaurant sector:
Although this was a US-based survey, similar findings have been published in the UK where it’s estimated that projected venue from the digital signage market will increase by 100% by 2030.
So precisely how do customer display screens improve a restaurant’s ROI? Let’s take a look at some of the key factors.
Customer want clarity at the point of sale, not confusion. And at their most basic level, customer display screens can obviously be a big help. Providing clear information in real time about order specifics and pricing, they offer full transparency to the customer which reduces concerns about being overcharged or receiving inaccurate orders. This means fewer disputes or corrections and a more positive experience for patrons. In the long-run, this kind of point of sale trust building directly fuels ROI.
It should also be pointed out that a modern and more sophisticated customer display screen raises the perceived value of a business. For example, a branded digital screen showcasing sleek, well-crafted promotions and messaging, signals that an establishment is professional and competent - this is going to boost the restaurant’s credibility and improve customer confidence. And a tech-literate business increases the likelihood of return customers, especially younger, more tech-savvy patrons.
Customer display screens provide instant confirmation with regards to prices, thus reducing the back-and-forth between staff and customers. Price changes or extra charges don’t need to be explained – all the specifics of the order are displayed to the customer which means they’re mentally ready to pay sooner. Ultimately, this leads to faster transactions, shorter lines and higher throughput. Being able to serve a higher volume of customers is obviously going to have a positive impact on revenue levels.
Any mistakes made by the cashier can be caught early by the customer and rectified on the spot instead of after the fact. This avoids expensive mistakes such as remakes and refunds. Keep in mind too that order errors often arise due to miscommunication, particularly in busy, noisy environments such as coffee shops.
But a customer display screen serves as a shared reference point regardless of location, from which both staff and customers see the same information. Fewer errors means less operational waste which means a lower cost of goods sold which means higher margins.
Customer facing displays drive customer engagement in a number of ways. To begin with, customers are effectively pulled into the actual transaction. Instead of being a bystander, they're an active participant which provides a sense of control and enhances emotional engagement.
Then there’s contextual upselling. Most displays can be configured to suggest extras for specific items keyed into the POS, such as fries with a burger and so on. This kind of personalised cross-selling is far more effective than generic suggestions.
Many customers will forgo their receipts if they’re able to view their order digitally. And with fewer order mistakes, there’s also less chance of having to print out another one. This has the potential to save costs on paper, ink and thermal rolls. What may seem like a drop in the ocean at first glance actually translates to significant savings in the long-term. It can also help businesses to meet sustainability targets.
The graphical power present in the latest customer display screens is certainly impressive. As mentioned, it’s possible to add branded imagery, text and videos for promotional purposes. By using visual assets to frame offers and deals, customers can get a much better idea of their true value. CDS upselling isn’t as pushy as verbal recommendations either – showcasing offers and deals on a screen is more of a gentle, inobtrusive nudge.
Customer display screens are no longer just a transactional add-on — they’ve become a strategic asset that’s delivering tangible value across a multitude of industries. For hospitality operators facing the pressures of an increasingly difficult sector, any tool that builds trust, boosts customer engagement and sharpens brand image, deserves serious consideration. Customer display screens tick all of these boxes, quietly contributing to profit margins, improving efficiency and ultimately driving ROI.
With Syrve’s Customer Display App, you can take full advantage of the very latest technologies to streamline transactions and improve customer engagement. With the help of an easy-to-use editor, you can create or import all kinds of digital assets including images, videos and text. This can be display either randomly or for a set time period. Anything you create can be synced across multiple screens at the click of a button.
Learn more about how Syrve can help your front of house operation: https://www.syrve.com/en-gb/solution/front-of-house/pos