What typically comes to mind when you hear the term “digital signage”? A colorful, enticing image? Maybe some compelling video, or an interactive touch screen? To your consumers, this is exactly what you want to portray. You use them as tools to get people in your stores and to buy your product. But retailers should not stop there as digital signage can be a much more powerful tool in their arsenal. At this year’s NRF conference, we met numerous companies that allow retailers to utilize their digital signage solutions to gain analytics and really learn about their key consumers. Here we give you a ‘behind the screens’ peek at what is trending in digital signage analytical data:
Digital signage is a tool to get your consumers to stop and look. Retailers peek the interest of the customers and the newest technology uses that dwell time to their advantage. By adding smart cameras to the screens they can collect data on who they are attracting. These cameras are able to detect gender, age range, and more to give you a greater picture of who your content is attracting.
Companies like Convergent offer data visualization through the use of these cameras to help retailers easily understand and digest the data being collected. Data visualization can help cater your content to attract the right audience, enhance your customer experience and engagement, and increase learning about your target consumer. Retailers are not just utilizing this in stores, but they have brought engagement to the streets with interactive digital touch screen windows. This allows consumers to interact with the brand on off-hours, in turn allowing a greater audience for the brand to collect data on.
Not only can brands learn about who their customers are, but many companies have developed technologies to give them a deeper understanding of where their interest lies. There are many new interactive digital experiences that allow retailers to analyze how their products and content are performing with their shoppers.
“Lift ‘n Learn”, from companies like Scala and Stratatache, is one of the popular new ways for not just giving consumers a more detailed look at a product in-store, but for retailers to see what products the consumers gravitate towards. Through the use of RFID or sensors, digital monitors can read when a consumer picks-up a product and in-turn displays more in-depth information on the screen. If they pick-up 2 or more they can see a comparison. This creates an engaging experience for the customer while allowing the retailer to tell what products are picked up the most, the dwell time on each, and other useful data.
Another way companies have been engaging customers to learn their interests is with gamification (applying aspects of game play, like point scoring, questions, competition, etc., to make a product or service more engaging). Incorporating quizzes into digital touch screen signage creates a fun interaction for the consumer and delivers key information on their likes and dislikes to the retailer. This has been a growing trend that continues to innovate. The latest version we saw at this year’s NRF Conference was Pepper, a robot that asks questions to find out what the customer is looking for before sending them to the nearest sales associate. A relatively new technology, Pepper proves to be promising. During their first pop-up, Pepper increased foot traffic by 70% and shoppers interacted 4x more with Pepper than other product. The next pop-up showed a 98% increase in customer interactions and 3x increase in revenue. Not only does the retailer benefit in these engagements and sales lifts, they are also able to capture a larger audience to analyze the popularity of their products.
Digital signage analytics can be taken even further than just telling who your customer is and what products they are interested in, they can actually tell you what products are selling well through the help of your content and what aren’t.
As mentioned, incorporating products with RFID or sensors with interactive touch screen signage lets you see what products people are looking at and where they dwell the longest. Comparing this data to your actual sales data will then give a real understanding of which products are actually converting. Perch interactive just launched the ‘Perch Frame’ that utilizes sensors to pull content for specific products onto a touchscreen when someone interacts with the product. Now how can this data tell you about your products performance? Let’s say your product is nail polish for example. Perch’s technology tells you that shoppers mostly interact with red and white, both with high dwell times. Your selling data tells you that red has a high conversion, while white is very low. You can then use this data to re-evaluate your content, your merchandising, and even your next purchase order. Retailers that have used perch in their stores, including Kate Spade, have recorded large increases in their sell-through rate of the products on the Perch displays.
Overall, retailers continue to get smarter when it comes to their digital signage strategy. They are not just thinking about the content that they are showing to their shopper. They are utilizing smart cameras, RFID tags, and sensors to watch, listen, and learn from the customer’s interactions. With integration trends continuing to grow in this direct, we foresee not just smarter retailers in the future but more personalized shopping experiences catered to consumers.