Harness the value of your data
Your company collects a considerable amount of internal data: sales statistics, purchasing behavior, average basket, etc.
By reconciling data from different sources (CRM, website, external data, store behavior) and transforming them into customer knowledge you can offer a unified and personalized online and offline customer experience.
We can then activate this knowledge in marketing devices such as digital signage to take full advantage of it: highlight a product at the time of day when consumers are more likely to buy it, adapt messages to the profiles of visitors to your points of sale in real time, etc.
En using data at your disposal to create responsive and highly contextualized messages, you transform your screen fleet into a powerful tool at the service of your business.
75% of purchasing decisions are made in-store. In this sense, digital signage is the media of the last meter: it allows the display of a highly contextualized message as close as possible to the purchase decision.
What is a data flow?
A digital signage solution allows you to manage and send multimedia content on communication screens. Some solutions also make it possible to connect data flow, that is to say content associated with external data sources (raw or not) whose update will be reflected automatically on the screens.
The most common sources of information that are automatically updated are Twitter feeds, RSS, Instagram, etc. Information can also come from a database, of the state of a stockpile, of Weather conditions... To create these content flows, you can interconnect your digital signage solution and your business tools.
Content is generated automatically based on aggregated and formatted data. The creation of flows allows contextualize content and to improve the reactivity of broadcasts. For example, the promotion of a product will stop the second the last item is sold or a brand's “like” counter will be incremented the moment a like is added.
So, these constant and automatic updates allow communicators to guarantee the relevance of the information displayed. For your teams, this makes it possible to produce animated media including responsive content and adapting to screens: to their format (the flows are responsive), to their geolocation, their language etc...
Flows allow communicators to offer ever richer and more relevant experiences by combining:
- A dynamic and customizable visual
- Relevant and up-to-date content from external sources (Twitter, Facebook, Brut) or internal to the organization (Ex: PIM)
- A very precise distribution context to guarantee the relevance of the message for the target audience: time of day, demographics, traffic, weather, store attendance, current promotions.
By multiplying and combining data sources, and by ensuring frequent updates, these dynamic information flows guarantee a great diversity displays. They thus make it possible to constantly renew theinterest of target audiences. Using them is a great way to optimize the time and effort of managing your screen fleet.
To summarize, by linking your data sources to your digital signage CMS you guarantee:
- a responsive display, updated during the display or at each display.
- an excellent visual rendering: the flows adapt to different screen ratios
- geolocated content
- simple media customization for your users (changing the logo or colors of a template for example)
- Animated media
How to use data for your communication on screens?
Some examples of the use of data flows in internal communication, in retail and at DOOH agencies.
1/ Highlight the most viewed products online in store
87% of consumers look for information on commercial sites before finalizing their purchases at the point of sale. Why not highlight the most viewed products online to speed up the purchase process in my
Gasin?
By sourcing data from your PIM or ERP You build live content and in your colors: name of the product, its photo, its origin, its price, its promotion etc.
By using the data from your e-commerce site to strengthen your phygital strategy, you are building a unified online/offline customer experience while precisely responding to the demands of your customers.
2/ Manage flash promotions according to stocks
The promotion on a product can automatically stop being shown on the screen when the product is no longer in stock. You can also broadcast the lowest stock levels on screens or out-of-stock products, and thus save time for your sales force or customers.
3/ Automatically create content adapted to the local context
Messages can vary significantly depending on where they are broadcast. For create hyper-contextualized communication campaigns without duplicating content creation and management, you can create a data feed. In this example, only one design was created, it contains a variable parameter : the price. Depending on the city of departure in which this campaign is broadcast, the price displayed automatically adapts to the real price of the flights.
4/ Leverage customer knowledge to boost relationships
You can capitalize on a large number of data sources to personalize communication with your audience: loyalty program, membership cards, mobile application... By combining this data you can predict personalized messages to be displayed on the screens: welcome message when a subscriber passes their badge at the entrance to the gym, special promotion when a loyal customer enters the fitting room etc.
5/ Relay the content of your social networks
If your business is already publishing content on social media, you can incorporate it into your digital signage campaign. This charmed, highly visual and often animated content will be rich and will respond to your omnichannel strategy.
6/ Show customer reviews
Show people what people think about your brand. They can come from Google Reviews, your social networks, or your website. You can include a contest to encourage customers to express their sympathy for your brand. This type of content will further strengthen your e-reputation.
7/ Display a calendar: Inform locally by strengthening your brand image
No need for paper posters to edit every day to communicate about a program or a menu. By using the data feeds from your database, you guarantee up-to-date information and total compliance with your graphic charter: Every day, the information is updated within a fixed layout template. A screen can show the schedules of the next screenings of the nearest cinema or theater.
Example: in the network of campsites, each screen displays, without the intervention of local managers, the activities of the day.
8/ Display the occupancy rate of the rooms
You can display the availability of meeting rooms in real time by linking your digital signage CMS with presence sensors, such as that of Ubigreen. If you use flex office, direct employees to unoccupied offices when they arrive.
Visual Management and Dashboarding
Sharing a digital dashboard on your information screens is a simple way to share your performance indicators, in a visual and intelligible format, in real time with teams. You can communicate your business goals, the energy consumption of a building, the performance of sales teams or even the user behavior with respect to a product using tools such as Data Studio or Power BI.
The use of feeds in digital signage encourages users with little knowledge of web development to create highly personalized and contextualized content. To find out more, contact our team.
Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of communication professionals in all sectors of activity: Points of sale, Internal communication, Hotels and restaurants but also DOOH.
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