How to incorporate #DigitalSignage into retail design to maximise engagement and revenue
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Nick Gale - Chairman of Realisation's presentation to #DigitalSignageAsia, Singapore in April 2014. This presentation explores how digital technology has changed the retail experience and discusses how retailers can best leverage #DigitalSignage and digital tools to increase sales and improve customer experience.
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How to incorporate #DigitalSignage into retail design to maximise engagement and revenue
- 1. INCORPORATING DIGITAL SIGNAGE INTO YOUR RETAIL DESIGN TO MAXIMISE CUSTOMER ENGAGEMENT AND REVENUE 24TH APRIL 2014 NICK GALE - FOUNDER
- 4. REALISATION POPAI 1,400 members Over 45 countries worldwide Awards programme with global reach POPAI, the global association for marketing at retail operates a series of awards programmes in many countries across the world. As far as point-of-purchase advertising displays and in-store communication activities are concerned, the POPAI awards are the awards to enter. With 1,400 members from over 45 countries worldwide and awards programmes in many of these countries, the POPAI awards clearly have global reach.
- 5. WHAT HAS CHANGED SINCE APRIL 2012?
- 6. REALISATION 2012 DS ASIA PRESENTATION DS has evolved as technology has improved It can do much more than simply push generic messages at customers DS 2.0 gives customers content tailored for them This can be as simple as intelligent scheduling, or as complex as interactive Augmented Reality Crucially, DS 2.0 is relevant and targeted, and therefore more engaging Measurement is essential Nick - notes re: the fact that this has happened - customers expect relevant information - personalisation
- 8. REALISATION GAME CHANGERS Smartphone penetration Apps Bluetooth Low Energy (eg. Apple’s iBeacons) Social media Payment options
- 12. REALISATION BLUETOOTH LOW ENERGY Small ‘Beacons’ powered by Bluetooth 4.0, which require very little energy, can be used to transmit small amounts of data to Beacon enabled smartphones (both iOS and Android) within a certain radius (up to 50 metres) The number and varieties of use cases for this technology is where it gets exciting The greatest advantage of the technology is it’s ability to offer personalised communications to customers based on their exact location as well as browsing and purchase history Indoor mapping is another potential usage - this is of particular interest to airports, shopping centres and the museums and galleries sector The Reubens House in Antwerp used Beacon technology to guide customers around the exhibits, instead of a traditional audio guide or brochure
- 13. REALISATION SOCIAL MEDIA C&A Brzil - Facebook ‘Like hangers - auto updated with the amount of likes a piece of clothing had. Global press for fairly small investment. Real customer impact?
- 14. REALISATION PAYMENT OPTIONS Apple stores allow mobile payment - no queues Expectations have changed NFC and contactless payment
- 15. REALISATION CLICKS & BRICKS Choose your product on-line Collect in store Eg. Argos ‘Check & Reserve’ Digital transformation has been necessary for them to survive Over 20% of in store sales have been researched on Argos.co.uk first Digital browsing of catalogues Hugely successful check & reserve service
- 17. REALISATION CUSTOMER TOUCH POINTS CLICK TO PLAY: Customer touch points animation
- 19. REALISATION ASSISTED SELLING M&S self-service station Tariff Selector Nationwide App
- 21. REALISATION BASIC DIGITAL SIGNAGE Business objectives Content strategy Screen configuration Integrated Content Management System Scalable network Measurement and evaluation
- 22. REALISATION CASE STUDY - NATIONWIDE BUILDING SOCIETY
- 23. REALISATION CASE STUDY - NATIONWIDE BUILDING SOCIETY
- 24. GO CONFIGURE
- 25. REALISATION GO CONFIGURE Customer journey - touch points Communication strategy - what have you got to say? Demographic - existing technology Store layout - physical space Measurement and analysis - Model Return on Investment (ROI)