How Big Data and Digital Signage Can Work together in Personalizing In-Store Experience
Retailers are persistently trying to understand the behavior of their customers and getting to know their expectations and needs. To succeed in the technology-driven industry that exists today, retailers need to integrate analytics in order to personalize and optimize their marketing data. Analytics assist retailers to easily reflect on consumer insights. Therefore, interactive digital signage can be used to deliver important analytics that can be used for optimizing content and increasing the ROI.
Convert digital data into a big data opportunity
Digital signage has a lot to do with big data and it can impact positively on different businesses. When digital signage is incorporated into the rest of the IT infrastructure such as the store’s mobile application, beacons, and CRM system, it can show personalized, unique offers to clients when they are likely to be influenced by them. The retailer can gain the predictive and targeting analytics capabilities that are now becoming standard online but are always challenging to implement instore.
With big data analytics, the retailer can gain more flexibility and agility because they can centralize management of their digital displays. With real-time analytics from information captured using the POS systems, retailers can easily optimize their promotions faster and also reduce costs of printing, installing and removing the customary signs whenever they have a new promotion.
- Keep security a priority using retail support strategies
With anything that gathers and stores crucial business information, retailers must be aware of their privacy and security implications. This is because a successful attack can have damaging effects both in the cost of the breach and the undesirable impact it will have on consumer trust in your brand. This is why it is important for retailers to have the best IT support in place to guarantee that your entire network is secure. The software and hardware of the displays should easily integrate seamlessly with your existing IT infrastructure for you to capitalize properly on the big data opportunities.
- Use digital displays to get noticed
People will easily notice digital displays and they are great and highly effective for driving your business sales. Research has found that products that are advertised on digital signs will experience a 49% increase in their sales. On the other hand, products marketed on static displays will show a 15% increase in sales. Another study also confirmed that 19% of consumers will make an impulse purchase after seeing products on the digital displays. This is why marketers and retailers must understand what this means to them and their business. With such success, retailers who incorporate digital signage into their big data strategies can enjoy living the retail dream.
- Test or adjust promotions
Apart from personalizing offers, retailers can also gain flexibility and agility that can never be achieved by static signage. With a holistic approach to their restaurant signs or digital signage solutions and incorporating it into their retail IT systems, retailers are able to monitor, track, and even adjust their campaigns across different stores from a single centralized location.
Marketers can use data captured and real-time analytics captured from the POS systems and display units to see whether the advertisement they placed is successful in driving the results they want. If it does not work out, they can easily make changes on the whole network of digital signs with just a few clicks. This makes it easier and faster for marketers to optimize ads and will also dramatically lower the labor costs of having to install and remove static signs at the store level. In addition, the costs of shipping and printing new signage for every individual store will be dramatically reduced leading to huge savings.
- Keep tabs on technology and trends
Today, technology outstrips what we do with it. Marketers can easily be creative as they wish to be, however, the digital signage technology today needs more than just keeping up. Due to the mass adoption of touchscreens and other types of accessible interfaces, consumers can do more than just take up the digital signage that they interact with. Research shows that twice as many shoppers will interact with digital signage when compared to static messaging forms. This provides adequate justification for businesses to invest in digital signage for their businesses to excel.
- Enhance customer experience with digital signage and big data
Digital signage has the ability to improve customer experience by providing them with entertainment and crucial information. For example, retailers can put digital signage just close to checkout lanes to make the wait time for their customers see, shorter. Most taxis, for example, those in New York City, have digital signage that helps to keep riders entertained and informed while in traffic. To ensure that it works best for your business, you should carefully analyze your big data analytics and tailor your information to suit the unique needs of your clients.
For many years, online retailing has had an advantage over the in-store retailing because of the ability to track every action that consumers take while shopping. This information can be used for providing personalized recommendations or suggestions that help to increase the customers spending. When coupled with new technology, digital signage can now bring such possibilities to the instore. You can get customer information and use this data to provide personalized welcome messages and customized discounts to your clients.
The post is by Karen, a Business Tech Analyst and she is very responsible towards her job. She loves to share her knowledge and experience with her friends and colleagues.