Research from Capital Networks Ltd., Markham, Ont.-based provider of broadcasting and dynamic digital signage software, has identified ‘Customer Interaction’ as the key driver for the digital signage industry in 2010.
Companies across a range of industries, including retail, hospitality and grocery, will look at ways to engage dynamically with their customers, to boost sales and customer loyalty, according to the company’s research.
To be effective, digital signage must be able to deliver hyper-targeted, dynamic messaging to a specific audience. In the coming year, businesses will explore smarter ways to use their signage networks.
”Reports suggest that the U.S. economy is beginning to turn a corner, yet it remains unclear whether consumers will resume spending or remain cautious with their money,” says Jim Vair, vice-president of business development at Capital Networks. “Companies that we work with are looking ahead to 2010 and identifying ways to ensure customers – old and new – feel they are getting the best value for money. And to do this, they want to interact with their customers, in real-time. Interactive digital signage is the only advertising mechanism that enables companies to immediately promote cost-saving offers when they most appeal to consumers.”
Capital networks points out some of the ways smart digital signage can work:
- Retailers – Coupons, vouchers and ‘One-Day Sale’s are very effective ways of increasing profit. However, they have to be organized and advertised days or weeks in advance, which can be time-consuming and costly. By using Dynamic Screen Scheduling shops can program content to interact with current data. For example, if the current conditions are rainy, consumers coming in from the rain or about to go back outside will see content promoting umbrellas, rain hats, etc but if the weather is bright sunshine, content will automatically switch to promote sunglasses, sunscreen, etc.
- Sports Bars/Pubs – Establishments showing live sports events can have their signage pre-programmed to offer promotions when the score of a game changes. For example, every time the home team scores, adverts can automatically pop up promoting half-price nachos for the next 10 minutes. Customers will already have their full attention directed at the screens and such offers can encourage long-term customer loyalty.
- Supermarket Wine Boutiques – Touch screen applications are now available that allow shoppers to press a button indicating what they are planning to have for dinner that evening and the signage can display suggested wine pairings based on the store’s current inventory.
Capital Networks own interactive software, Audience, enables companies to schedule or pre-program their digital signage content to interact with any set of data, target audience or environment. Content can be programmed using simple codes, then triggered to play by real-time automated data feeds, such as local weather conditions, essentially delivering the message most relevant to the current environment of the screen.
Through this type of ‘Dynamic Screen Scheduling’, retailers, restaurants and supermarkets can interact with customers in real-time to increase sales, boost footfall and encourage customer loyalty.