paź 2019

Digital Signage, a technology supporting the process of sales, service and customer contact

23 października 2019

We all know well that our data is carefully analyzed, but how is it used? Experts believe that in just the next 10 years, artificial intelligence will know better what, when and how to present to us to facilitate our daily activities. The carrier of these changes will be Digital Signage. Big Brother looks at you and welcomes you to the future that is already being implemented.


Personalized experiences and communication


Soon, shortly after entering a store or other facility, the thief will see "Get out!" on the screen, and the honest customer will be greeted by name. The system will then offer him the products that he needs. If he thinks of a shower gel, the display will show the best one. If he buys nachos, an ad for guacamole will appear in front of him. In the restaurant, he will receive a special menu according to his diet and health condition. In the taxi, he will get an offer of places to visit at your destination upon arrival. In the office, the system will be his personal assistant who will give him tips and advices depending on the situation. The software itself will decide what to display and when, and communication with customers will take place via the screen, excluding any interpersonal relationships.

And all this information will be delivered as soon as the customer enters the facility, as the data will be processed within seconds! Age, preferences, taste, lifestyle, position and many other factors that reflect personality.


What is Digital Signage?


Digital Signage is a tool that helps in communicating with the client and strongly influences his reaction. Skillfully used, it affects the sales process and can bring huge profits, so it's worth understanding how it works to achieve maximum efficiency.

Today, Digital Signage systems enter the next phase of the technological revolution. They are becoming another element of the digital marketing world. People think that screens presenting products, promotions and offers that they encounter in shopping malls or restaurants are simply TV sets. In fact, these are professional screens that are only similar in appearance to televisions. Monitors are designed for continuous and long-term operation and are just one of many elements of a system that ensures that the right content appears at the right time on the right monitor.


How does Digital Signage work?


The screen itself is made in several technologies and in various sizes, but each of them displays content that is planned and published in the central content management system. The analysis and report system provides information on what content and quantity has been presented and counts all interactions. Such data is very useful when analyzing the effectiveness of a campaign or settling its costs.

The software allows you to plan the time, sequence and number of content repetitions, and control everything from one place. Modern systems enable content delivery, that takes into account the location of monitors or the behavior of the recipient. Thanks to the integration with measurement systems, you can adjust the content to the gender of the person looking at the monitor. Digital Signage solutions can also be linked to the store's warehouse system and automatically show products for which a promotion is available on the screens, or obtain information from weather systems, and adjust offers in this regard. In the rain, the system can offer you warm drinks, and on a hot day, iced coffee. The system can take into account the calendar and take into account holidays and events taking place on a given day in the area.

Many retail outlets suffer from a labor shortage. Thanks to Digital Signage, this area can also be automated. You can install tablets in the store, with the help of which the customer will call a sales representative. Staff equipped with a smartwatch integrated with the tablet will receive a notification with information where help is needed. Touch screens can also act as an integration of a physical store with an online store. In the absence of goods on the shelf, the customer may order a product with home delivery. This strategy is becoming more and more popular as consumers' needs evolve, they don't want to waste time standing in line.


The use of Digital Signage in retail


Digital Signage systems can be used in retail stores, where they help build brand and product awareness, and direct the movement around the facility, thanks to the placement of monitors in expositions or in passageways. Digital Signage systems, in the form of shelf monitors, can help in presenting information about the product, and electronic price cards - in presenting prices.

The systems are also very effective tools for promotion and sales support. The Digital Place-Based Media ROI Analysis research shows that Digital Signage monitors increase sales of promoted products by an average of 32%. An electronic poster is 5 times more effective in attracting customers' attention than a paper poster and 10 times better remembered. In addition, 20% of customers admit that they purchased a product displayed on an electronic poster, even though they had not planned it before.


The use of Digital Signage in other places


In hotels, Digital Signage systems can primarily play an informational function. By informing about promotions, interesting events nearby and displaying the conference agenda. The operators of such systems can also make this space available to external partners who want to display advertising and promotion, for a fee.

In service establishments, such as a hairdresser, beauty salon or doctor's office, customers usually stay for a long time, so in addition to promoting products, services and displaying information about promotions, monitors can also present educational or entertainment content. And in the workplace or educational facilities, the systems can be used to broadcast important events, advertisements and as a noticeboard. And how will Digital Signage work in your business?

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