In the past, the cost and complexity of digital information panels have discouraged kiosk operators from exploring their potential benefits. But as digital screens have become more common at various points of sale, interest in digital panel displays has increased.

A digital dashboard, also referred to as a dynamic dashboard, is a special form of multimedia display containing information, advertising or other content. Digital signage comes in three forms: static, hybrid and dynamic.

While many digital dashboard developers advocate the use of multiple screens on multiple devices, for best cost efficiency, the hybrid model is proving to be preferred as it integrates the benefits of both solutions.

Static information panel

The static information panel (jpeg or similar format) works on the principle of a backlit board on which the content is displayed in a fixed format, suitable for the transmission of basic information.

The problem with a static dashboard is that it is very difficult to track and measure the impact on the customer and there is no way to track sales on the fly. Over time, a static dashboard tends to be perceived automatically, which can lead to customers ignoring it or taking it for granted.

For example, a large and static digital photo of someone just eating their favourite snack is unlikely to be seen as something that would make a lasting impression on a potential customer.

Hybrid information panel

A hybrid dashboard is a combination of static (fixed) and dynamic (changing) content. It includes an image backdrop and a digital display in which the screens are controlled via a computer or alternative source playing content from a central or remote server. In a typical hybrid system, one or more panels represent the digital screens, with the remaining areas being static panels only.

The hybrid model is a compromise that can be an effective solution. The large photo with the scrolling LED panel across the bottom is an illustration of such a hybrid format.

Dynamic information panel

While a static information panel tends to fade or fade into the background, rendering it ineffective, a dynamic media display (mpeg or similar format) remains active and engaging at all times. The use of full motion video, music, voice-over, stylized text or artistic presentation delivers unsurpassed content.

The dynamic dashboard can be controlled locally or remotely, and content can be transmitted via split screen, scrolling banner or scrolling information. Unlike other formats, the dynamic display retains its uniqueness over time.

For example, a short video clip that is played in the sales area of a kiosk may influence customers to buy more expensive goods or to purchase some other products that may be displayed on the screen.

A digital dashboard can be a significant asset to a point of sale kiosk as it increases the range of information available to customers at the point of purchase.

The most important performance parameters of the digital dashboard are 1- revenue resulting from product promotion, 2- purchase transaction time, 3- customer satisfaction index and 4- increase in the number of customers using the kiosk.

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