Many industries are constantly trying to understand the behaviour of customers – nowadays though, it’s about more than being aware of their needs and expectations. To be successful in a technology-driven industry, companies must integrate analytics to optimise and personalise their marketing messages.
Analytics have been helping industries such as retailers for years to reflect on consumer insights. Interactive digital signage can therefore be employed to deliver key analytics – this data is then used to optimise content and increase ROI.
But how do other industries use data-driven content?
Quick-service restaurants (QSR)
In addition to boasting huge upselling opportunities, data-driven digital signage in quick service restaurants (especially at the drive-thru) allows franchisees to promote specific products being suggested as their order appears on the board.
The customer can often become confused with the visual overload of menu boards and as a result, forward-thinking restaurants are combining point-of-sale with analytics to help serve the customer better.
POS check-out
There is an enormous amount of data available that can be integrated with digital, of which much comes from everyday transactions and third-party firms. Organisations are using the check-out process (especially petrol stations) to present a range of product and event information based on this data.
Financial institutions
Across the world, digital signage and interactive kiosks are becoming the standard for financial institutions, providing a much more engaging experience versus traditional print.
In terms of product engagement and personalisation, banks are keeping customers informed about mortgage rates and retirement rates, amongst other products and services, by presenting ads during transactions based on their account information.
Parking availability
Displays in parking lots are delivering real-time information that keeps people moving, as there is often a need to direct drivers to particular areas or provide warnings and other information. Digital signage information can be tailored to the needs of each specific driver, indicating how long the car has to park, how many available parking spots remain on each level of the building or directing drivers with parking rights to reserved areas.
Digital signage can also integrate sensor data on the roads, keeping motorists aware of travel times and traffic delays en route.
Weather trigger alerts and safety messages
As one of the top content areas to attract viewership weather updates are used in a number of industries including corporate, education and travel. Public safety information is another key trigger displayed using digital signage.
It is apparent that data-driven content delivers greater customer engagement, improved operational efficiency and above all, more effective offer management. It is, therefore, no surprise that a number of industries are using big data to personalise their digital signage to not only drive revenue and create upsells but to keep customers safe.
