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How data-driven content is driving digital signage

How data-driven content is driving digital signage

October 14,2015 Posted by Aneysha Wakelin

Retailers 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, retailers must integrate analytics to optimise and personalise their marketing messages.


Analytics help retailers 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 to present a range of product and event information based on this data.


Financial institutions 


Across the US and Europe, tablets 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 personalization, 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. With digital signage information can be tailored to the needs of each specific driver, indicatinh 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 drive revenue and create upsells.

 

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