how to incorporate #digitalsignage into retail design to maximise engagement and revenue
TRANSCRIPT
INCORPORATING DIGITAL SIGNAGE INTO YOUR RETAIL DESIGN TO MAXIMISE CUSTOMER ENGAGEMENT AND REVENUE
24TH APRIL 2014
NICK GALE - FOUNDER
REALISATIONCREDENTIALS
REALISATIONCLIENTS
REALISATIONPOPAI
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.
WHAT HAS CHANGED SINCE APRIL 2012?
REALISATION2012 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
GAME CHANGERS
REALISATIONGAME CHANGERS
Smartphone penetration
Apps
Bluetooth Low Energy (eg. Apple’s iBeacons)
Social media
Payment options
REALISATIONSMARTPHONE GROWTH
REALISATIONSMARTPHONE GROWTH
REALISATIONSMARTPHONE GROWTH
Source: http://www.cable.co.uk/news/mobile-accounted-for-76-of-john-lewis-christmas-clearance-traffic-801677849/
REALISATIONBLUETOOTH 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
REALISATIONSOCIAL 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?
REALISATIONPAYMENT OPTIONS
Apple stores allow mobile payment - no queues
Expectations have changed
NFC and contactless payment
REALISATIONCLICKS & BRICKS
Choose your product on-line
Collect in store
Eg. Argos ‘Check & Reserve’
Digital transformation has been necessary for them to surviveOver 20% of in store sales have been researched on Argos.co.uk firstDigital browsing of cataloguesHugely successful check & reserve service
CUSTOMER TOUCH POINTS
REALISATIONCUSTOMER TOUCH POINTS
CLICK TO PLAY: Customer touch points animation
REALISATIONDIGITAL TICKETING
REALISATIONASSISTED SELLING
M&S self-service station
Tariff Selector
Nationwide App
GETTING THE BASICS RIGHT
REALISATIONBASIC DIGITAL SIGNAGE
Business objectives
Content strategy
Screen configuration
Integrated Content Management System
Scalable network
Measurement and evaluation
REALISATIONCASE STUDY - NATIONWIDE BUILDING SOCIETY
REALISATIONCASE STUDY - NATIONWIDE BUILDING SOCIETY
GO CONFIGURE
REALISATIONGO 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)
THANK YOU
www.realisation.co.uk