How Personalized Digital Signage is Changing the Retail Experience
Gone are the days of generic, one-size-fits-all digital signage in shopping malls and retail stores. Today, digital signage is becoming increasingly personalized, using data and analytics to display relevant and engaging content to the viewer. This new approach to digital signage is designed to connect with shoppers on a more personal level, increasing their interest and interaction with the content.
One of the ways this personalization is achieved is through the use of demographic information about the viewer. The trend toward personalized digital signage is driven by the desire to create a more engaging and relevant user experience. Using data and advanced technologies to display targeted content, digital signage systems can create a more memorable and personalized experience for the shopper, leading to increased brand engagement and loyalty.
This can include data such as age groups, gender, location, and other relevant information points, such as mood and facial identifiers (beard, wearing glasses, and so on). This information can be gathered through various sources, including loyalty programs, social media, and other data sources. By analyzing this data, digital signage systems can display content tailored to the shopper, improving their chances of engagement and interaction with the content. In addition to demographic data, artificial intelligence (AI) and machine learning are also being used to personalize the digital signage experience. These technologies can analyze data in real-time, such as shopper behavior and interactions with the content, and use that information to decide what content to display next. This allows the digital signage system to dynamically adjust the content based on the shopper's preferences and behavior, creating a truly personalized experience. In this article, I am specifically talking about Anonymous audience measurement using cameras.
AIMS installed this solution in a shopping mall, integrating cameras and digital signage software playback to provide valuable insights into shopper behavior and preferences. The cameras anonymously (without any identification of the identity of the shoppers, track the movements and behavior of shoppers as they move throughout the mall, and this information can be analyzed using software designed for audience measurement and analytics. The software can provide insights such as the number of people who viewed a particular digital signage display, the length of time they spent viewing it, and their demographic information.
This information is then used by the digital signage software playback to optimize the content and scheduling of the displays. If the software determines that a particular display attracts fewer viewers than expected, it can adjust the content or schedule to make it more appealing. The software also uses this demographic information to display more relevant content to the target audience, such as advertisements for popular products with a particular age group.
This integration of cameras and digital signage software also provides valuable insights into the overall effectiveness of the digital signage system. For example, the software analyzes data such as the number of impressions generated by a particular display and the conversion rate of those impressions into actual sales. This information is then used to make data-driven decisions about improving the digital signage system by changing the content schedule.
In conclusion, the trend toward personalization in digital signage is driven by the desire to create a more engaging and relevant user experience. Using data and advanced technologies to display targeted content, digital signage systems can create a more personalized and memorable experience for the viewer, leading to increased brand engagement and loyalty. The integration of audience measurement using cameras and digital signage software playback in a shopping mall like can provide valuable insights into shopper behavior and preferences, which can be used to optimize the digital signage experience and make it more effective in reaching its target audience.
Talk to us at AIMS and see how we can work with you to enhance the digital signage experience in your retail store or shopping mall.