![]() ![]() Multiply that by the hundreds or thousands of customers that visit a given retail location in a given day, then multiply that by the number of store locations and finally, by the number of days the stores operate. As opposed to just capturing the entry of a customer into the store location, these sensors are now capturing dozens of data points for each customer, and more from each display they pass or visit. The really big deal about interactive digital signage is big data. But this would only be a small part of the story, and privacy laws would require the store to disclose this activity before customers encountered the sensors. If a shopper is carrying a mobile device, sensors can easily be used to determine exactly who they are and build a database of highly personal information. It’s easy to assume that the goal is to capture as much personalized information as possible about each customer. Register on the Samsung Partner Marketing Hub for free marketing, social media and web content. When they stop at another display, the sensors work to refine the profile further, if possible, and again measure how long they keep watching the content being displayed. Since the first display identified them and created a profile for them, they can now be recognized and tracked as they move about the store. As they move on, they pass other digital displays. The display notes how long they remained watching. These displays can be outfitted with sensors that determine the watcher’s gender, clothing size, approximate weight and more.Īt some point, the customer finishes watching the display and moves off to walk around the store. What they may not realize is that while they’re looking at the digital signage display, the digital signage display is looking back at them. Digital signage solutions can also feature videos showing customers how satisfying it could be to own and use these products, whether they’re having fun wearing active clothing, getting the job done using power tools or receiving admiring glances at their jewelry.Ĭustomers often stop at these displays and look at them for extended periods of time. Today, many retail locations feature digital signage - large display screens showcasing different products. Such was the state of early data capture solutions.Ĭapturing Customer Data With Digital Signage In cases where a customer went back outside to get their wallet or lock their car door and then re-entered, they were registered twice, so this data collection wasn’t always correct. For a long time, that was the only data captured about each customer. Remember the “electric eye?” For many retail locations, an “electric eye” was used to notice when someone entered the store. ![]()
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