It’s hard to believe that it’s not so long ago when the only data available for signage came from footfall stats! How many eyeballs might have passed your sign on a given day? But did that translate into sales? It was very difficult to know for sure.
Today’s next generation interactive digital signage completely blows that old school data out of the water. Location and AI tech enables businesses to collect data and connect with potential consumers in real time, as they pass the signage. The days of guesswork on signage impact are becoming a thing of the past.
Let’s take a look at some new possibilities for Digital Signage…..
Gathering That Rich Data
LED signs using System on Chip (SoC) technologies are making it cheaper and easier for digital signs to function as data collection streams and become an interactive touchpoint.
Studying the data around these interactions is driving interest in digital signage beyond mere standard wayfinding and messaging in the hope that it gets seen by passers-by.
Here’s some of the ways data is now being collected:
- Facial recognition software is able to tell things like age-range and gender so targeted messages can be displayed as customers move through a retail space.
- AR & VR applications along with AI-gathered analytics mean that experiences and messages can be personalised for your customers.
- Location based tracking and other similar data from the digital devices that we carry around – can interact with digital signage to gather data and enable “person to digital screen” interaction.
- Touchscreens have become a far more important tool, as consumers explore products on offer, view brand storytelling, and can help influence purchase decisions.
The data tools that are available now are extensive and impressive. Understanding how your organisation can use these could make all the difference to your bottom line – by using the available data to help create a better customer experience….
Putting the Analytics to Work
Start putting the data to work. Messages can be targeted and tweaked so they are more effective and deliver better and more directly attributable return on investment.
Data is very powerful and there’s a lot you can do with your analytics. Here’s some examples of how analytics can be used to improve your digital signage:
- Relevant content – The better the data, the more relevant your messages and content can be.
- Instant feedback – Responses via purchase or direct interactions with a touch screen or a call to action. You will know what messages are working and what messages aren’t connecting with the target audience.
- Data gathered from assisted selling applications can help new retail workers get quickly up to speed on popular goods and services, so that they can convert more sales.
- Engagement – Analytics tools can measure levels of engagement and track customer interest from outdoor signage, indoors, then in-store. From attention time at an outdoor sign to segmentation of message at an indoor totem, the right message at the right time can bring customers right into the store, only to be served messaging that is even more finely targeted.
- Don’t forget about the foot fall traffic – Sensors on doors can track movement into the store. If the store is quiet for example, sales messages can be sent out on signage to alert shoppers to special offers currently running – to increase footfall and subsequent sales.
Integration has never been more exciting and cutting edge. Digital signage is a particularly good example of the convergence between as marketing, IT, and AV. Understanding what is possible and delivering solutions to your customers will give you a big advantage in the marketplace.