Kiosk Solutions Feb-Mar 2020 | Page 22

actionable intelligence
That information can be collected
and your customer traffic analysed to
better optimise ads and promotions.
For instance, focused messaging about
certain products can appear as your
target demographic nears that section,
making it more likely that the ad would
lead to a purchase.
Weather
Synced with live weather updates,
digital displays can help promote
products in immediate need or for
anticipated weather events.
For example, in the middle of a
downpour with unprotected customers
running for shelter, a display at the front
of the store could highlight different
umbrellas in stock or a line of raincoats.
Alternatively the messaging could
promote sunscreen or lead visitors to an
in-store restaurant for an ice-cold drink.
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Location
Every retail location is unique. But
typically, there’s something specific to
the location where the store resides that
appeals especially to shoppers in that
particular area. For instance, logo wear
affiliated with the local school team or
football club could be strong sellers in
that area but not in another county.
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Actionable
intelligence
Evolution in digital signage now allows
retailers to hone in-store customer
engagement with more than just visual
appeal; potentially reinventing the retail
establishment.
Actionable Intelligence
Capitalising on artificial intelligence (AI)
converts traditionally static displays
into key players in a store’s revenue
strategy. AI provides a platform where
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advanced signage can instantaneously
analyse countless data points to elevate
standard AI into a new form of AI known
as actionable intelligence.
Actionable intelligence is a trigger for
cross-selling - a tactic at the core of retail
success. Bringing digital signage into
the sales fold is critical, nearly 70% of
customers say in-store messages sways
their decisions, according to studies by
Nielson Media Research.
However, winning over consumers
through digital signage advertisements
involves more than simply posting
images or calls to action. Effective use of
the technology entails developing and
using the right content at the right times
and targeted to the right individuals.
Advances in digital signage design,
such as the incorporation of cameras,
analytical software and manual inputs,
enable the technology to accurately “see”
and understand what is happening both
inside and outside a store.
We've put together five key
intelligence factors that differentiate
displays so that they adapt to audiences
to personalise their experiences with
relevant content and ultimately, to entice
them to purchase.
Gender
Cameras anchored to displays and
positioned around the store are able
to determine the gender of customers
entering its field of vision. Utilising 3D
and artificial intelligence technology to
gain actionable insights, an algorithm
within the display’s operating system
can be deciphered quickly to determine
gender and approximate age so the sign
shows related products.
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Time of day
Digital signs enable users to
promote certain products and specials
during times of the day when they
are likely to sell more and move more
profitable items. Using a process called
day-parting, which has been successful
in restaurants, information can be
gleaned from a point of sale system tied
into the displays that tracks everything
from sales to inventory.
Profitable items that aren’t selling
well could get a much-needed electronic
boost, especially if the store then throws
in a discount.
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Special occasions
Holidays and seasonable events are
prime selling times for retailers. Because
many holidays have widespread appeal
to all ages and genders, signage can tie in
displays spotlighting countless products
and services from around
the store.
Shoppers around Easter might see
a display showing pastel-colored candy,
show specials on formal clothes for
holiday events or highlight specific
festive products.
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Unique to your brand
Actionable intelligence gives retailers
options within its revenue-generating
strategy to expand or shore up coverage
across their footprints with top-of-mind
content designed to entice more sales.
It also converts digital signage into
a versatile, customisable solution that
serves a brand’s unique needs and
challenges while positively impacting the
bottom line. n
By Richard Slawsky
© 2020 Networld Media Group |
Sponsored by Advantech 2
About the sponsor:
Founded in 1983, Advantech is
a leading provider of trusted,
innovative products, services,
and solutions. Advantech offers
comprehensive system integration,
hardware, software, customer-
centric design services, embedded
systems, automation products, and
global logistics support.
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