Are you still using old-fashioned static paper displays at your business or retail store? While a greatly designed poster and proper placing can certainly take you far, digital signage is the way of the future. So far, brick and mortar stores have been relying on CRM and email marketing software analytics, dashboard metrics, and feedback from various campaigns to get inside the mind of the consumer.
5 Reasons To Use Digital Signage Analytics
Digital signage analytics give retailers an entirely new opportunity to capture, analyze and present custom offers to shoppers, in-store and in real-time. It’s a revolutionary way of connecting the online and offline spheres in a way that has several benefits to both shoppers and retailers.
At the very core of this ability to engage, capture, and convert while in-store, lies powerful and targeted digital signage analytics software.
In the hands of retailers — or, really, any brand or business looking to find a way to capture key data and enhance the customer experience — this software can help businesses make data-driven decisions and personalize offers based on such “qualitative” measures as emotions, moods, and optical movement.
Yes, it can get that specific and targeted. Herein rests the power of digital signage: When integrated with AI powered analytics software, it allows users to get a better understanding of who their customers are and how to cater to the needs and preferences.
If you haven’t jumped on board yet, here are five reasons why you should consider digital signage analytics for your business:
1. Getting feedback on creative campaigns
With regular ad or digital campaigns, the only thing the retailer sees is the result.
This is usually in the form of a metric like “cost per click” or “total impressions”. Which is “nice to have”, but what does it really reveal to you about the process?
This “after the fact” reporting and analytics can be traded in for analytics coming in from digital signage software, designed to not only measure a customer’s reaction in real-time but actually capture very subtle indicators of preferences that are certainly behavioral but go way beyond a mere click.
Capturing footfalls or eye movements can help justify one campaign’s use of text, copy, color, offer, and more. Meanwhile, being able to recognize the specific face of the customer can help create a memory bank of ads that were effective in the past. Retailers can then create similar ads, based on a specific person.
2. Allowing digital signage analytics to better tailor your content strategy
Analytics help marketers and businesses make more effective decisions. And none are more directive and impactful than your decisions about content and content strategy.
To a certain extent, even advertisements, whether “online” or “offline”, are a form of creative content. They can be crafted in the form of a short film or a story — and these decisions should be based on the feedback coming from digital signage.
Based on attention span — how long a customer actually looks at an ad and where their eyes are focused — marketers, strategists, and decision-makers can choose how to tailor content at scale.
3. Managing staff in more cost-effective ways
So far, it’s been all about the customer-centric experience. But have you ever thought about what digital signage analytics may be able to do for your operations?
Using digital signage analytics can allow retailers to determine when and where staff resources would best be allocated as well as which days prove to be the busiest and at which times. This helps to further improve customer service as customers are not put off by the busiest shopping times due to adequate staffing and resources.
4. More refined, high-quality data
Digital signage doesn’t only have to be visual. Tracking or monitoring through the use of sensors is equally as valid.
Consider, for example, a case in which sensors on store doors are designed to measure footfall. From data being picked up and tracked by the sensor, retailers can get a sense of busy, rush times and better adapt digital signage throughout the store to display specific offers, personalize help, reduce wait times and even offer functions like checkouts to alleviate busy staff members.
They can also use this to tailor content or adjust the store’s interior design settings. For example, during peak periods, digital signage should display key messages and music that matches the customer’s mood.
Once things slow down, signage can then offer news or social media updates and more calm, ambient music.
5. Reduce costs
Reducing costs is something all retailers would have an interest in doing. With video analytics for digital signage in retail, savings could be made in several areas including printed and location-specific media. This is due to these systems being able to analyze which deals would be applicable to customers in specific areas, without the need to individual customization at the specific location.
How we can help
Digital displays are a good investment. As demonstrated in this article, integrated with with AI powered software analytics, they open up a world of opportunity for businesses across many sectors. Our digital signage analytics software has been empowering brick and mortar businesses with real-time, anonymous shopper insights to help them optimize customer experiences and day-to-day retail operations.
To learn more about our how our products can help you meet your business goals, please click here.
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