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February 2, 2017

Enhancing the parking customer experience with digital signage

Often the customer’s first point of physical contact with a brand, a car park has the opportunity to create a strong impression and brand connection. Typically, when customers arrive at a car park they are stressed, in a hurry and looking to find a space as quickly as possible. As the focus on providing a positive, unique and engaging customer experience continues to grow, car park operators are embracing new technology.

Put simply, wayfinding is the information systems that guide people through a physical environment and enhance their understanding and experience of the space. A vital aspect of wayfinding is signage – directional, information and identification. In high-stress environments such as car parks, an effective wayfinding system helps contribute to a sense of well-being, safety, and security.

Linking technology such as online booking, number plate recognition software and sensor systems with digital wayfinding signage ensures a seamless parking experience. For example, a customer has booked a space online. Upon arrival the number plate recognition software recognises the customer and automatically opens the entrance gate. A digital parking sign, linked with the sensor system, outlines the number of available spaces on each level of the car park, whilst digital wayfinding signage throughout the car park guides the customer towards the most convenient or booked space.

One of the latest innovative wayfinding solutions is software with the ability to be integrated within a smartphone app, touchscreen kiosk or pay station. Linked with number plate recognition software and a sensor system, customers can enter their number plate and be directed to their parking space.

Making the shift from traditional to digital not only enhances the customer experience, but provides operators with an opportunity for increased revenue. Engaging with nearby businesses, digital wayfinding signage content could also include advertisements, car wash and valet specials.

The efficiency and visual engagement of digital technology builds a level of customer satisfaction resulting in repeat business, positive word-of-mouth, and increased market share for your parking facility.

Featured on Parking Australia.

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