In-store technology and tools that gather data are rapidly changing how consumers shop. They also give the businesses superior retail analytics that facilitate better decision making and enhance the customer experience. Behavior sensing technology is one such tech tool and it’s having a huge impact, particularly when it comes to digital signage.
FORGING NEW PATHS FOR BRICK & MORTARS
About 70% of female and 50% of male consumers view shopping as a form of entertainment and expect a seamless and consistent experience throughout the buying experience. E-commerce has trained these shoppers to expect a wealth of multimedia experience and brick and mortar retailers are learning that, if they want to survive, investing in technology that delivers those experiences offline is a must.
In a mobile-age, behavior sensing technology can be used to give customers the in-store experience they’re looking for as well as plenty of good reasons to come back. And they do want to come back if there’s a worthwhile reason. More often than not, that reason comes from a personalized experience that makes the customer feel cared about and catered to.
RETAIL ANALYTICS AND THE PERSONALIZED SHOPPING EXPERIENCE
Have you ever visited a website to research a product or service and suddenly you start seeing ads for that site’s offerings on your Google searches, Facebook, and Instagram accounts? That's online retargeting and it’s a highly-effective way to track a customer’s interest, see where they “abandoned” their search, and use advertising to entice them back.
While the process has not always been quite so simple for brick and mortar establishments,, today’s technology now makes this possible in stores as well as online. One approach is using data collected from mobile devices to build customer profiles and then use the information gathered to retarget customers in such a way that it improves their in-store shopping experience and drive sales.
Another example is the use of PII-compliant facial analysis technology. Retailers can push content displayed on a screen based on the demographics of a person engaging with a kiosk or display. The technology can also be used to create rules that will trigger changes to the music played in store or the lighting based on the demographics, volume of people in the store, or even the sentiment of people standing in line. It can even be used to alert the store manager that an additional associate is needed based on the number of people waiting to check out. These types of applications, and many more, are all part of what makes the technology compelling when it comes to creating a more personalized shopping experience.
BEHAVIOR SENSING TECHNOLOGY AND DIGITAL SIGNAGE
In-store behavior sensing technology sends PII-compliant, anonymized data to the cloud - providing your leadership team with valuable insights into who your customers are and how to better meet their needs.
A well-designed and delivered in-store digital experience connects customers with your brand in a much more immersive way than online retail alone. The proof? Many digital native retailers are now opening physical locations in order to create customer experiences across all channels. Here’s how behavior sensing technology like Samsung Nexshop Behavior Sensing and digital signage work together:
- Anonymized demographic data is collected and used to plan targeted marketing campaigns.
- Products are strategically displayed by analyzing how customers move inside the store and how long they remain in one area using traffic analysis and zone analysis with heat maps.
- Interactive displays offer personalized messaging that adds depth and substance to the customer’s experience, makes it easier for them to find what they’re looking for, and inspires them to return.
For years, people have been predicting the death of the retail store. While it has certainly changed the landscape, ecommerce is not likely to ever replace brick and mortars fully. But it will force them to reconsider how their establishments are run.
WHERE IT'S ALL HEADED
Brick and mortar stores were for years at a disadvantage because they lacked usable retail analytics needed to improve the customer experience. Today, tools like behavior sensing technology are helping retailers integrate data and other emerging technologies to deliver more satisfying in-store experiences for their customers.
As digital signage continues to transition from a nice-to-have to much needed technology, retailers can now use real-time data to trigger content playlists with highly integrated, intuitive, and personalized information for their customers. To learn more, contact PTG today.