In everything people do today they expect personalization. In the retail world, giving customers an experience beyond just the product is essential to the survival of the brick-and-mortar environment.
Driving the industry towards better customization for shoppers today is data. E-commerce has enjoyed an innate advantage over physical spaces because of the ease of developing shopper profiles online. Now though, digital signage is helping brands learn about shoppers and their behaviors.
“We can see where the customers walk, how many come in, where they dwell, where they hang out, and that’s very beneficial,” Joe Kokinda, Director, Data Science and Analytics at Stratacache said. “That’s very beneficial because it’s not that you’re playing content because you think people will like it, we now know who the customers are, where they’re standing and what they’re seeing.”
As more and more data points are gathered, content will continue to be tailored and refined to better match what customers are looking for in a given situation, whether it is based on demographics, shopper history or simply what is going on in the world on a given day.
“If we happen to know, based on POS data points being sent to us, ‘hey we actually sell a lot more milkshakes when it rains, it’s a really weird coincidence’, now we can infer that on digital menu boards. Pull in the content so you’re driving that subconscious of helping [customers] make the decisions for them, while giving them the breadth to choose items,” Cory Keisel, Business Development, QSR, at Stratacache said.
The combination of data and content is allowing brick-and-mortars to interact with customers on a personal level and DSE 2019 proved that digital signage is providing the outlet to achieve results.
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