Digital signage can make the business of attracting and enticing customers easier than ever. While it’s a given that moving, interactive ads capture attention more than static ads, measuring the impact and effectiveness of those interactive ads is difficult. Until now. Smart beacons can make all the difference in taking digital signage to the next level by allowing retailers to connect the dots between digital display, conversions, and sales.
Here’s a scenario: Imagine a customer walking by a digital sign that contains information about a store they already frequent. If the shopper has the enabled app on their phone, a smart beacon can then push information about that store directly to the customers’ mobile device. Pretty cool, isn’t it?
Better than cool, it’s effective. A recent Deloitte study showed that consumers who use digital technology in store convert at a rate 20 percent higher than other shoppers. That’s why smart retailers are using beacons to display relevant messaging about a sale or product in which the consumer might be interested. Stores could also collect customer data, with permission of course, and serve targeted messaging and ads to individual consumers.
The Clear Advantage of Beacons and Digital Signage
The use of digital signage and beacons doesn’t just benefit business, it benefits consumers as well. With the use of beacons, consumers are presented with real-time information about products, sales, and even number of products in stock. While beacons and digital signage might seem like a relatively new marketing strategy, it’s more common than you think.
According to a survey by SumoHeavy, 62 percent of purchasers use mobile devices to help in their purchasing process, including in-person shopping. While the usage of the device may vary—checking for coupons or researching a product, for example—the fact that it’s already the norm for consumers to use Internet of Things (IoT)-enabled technology in their buyer’s journey is a clear indicator for the potential of beacons and digital signage.
Beacons also have the ability to interact with digital signage without dialogue. For example, if customers walk past a digital sign, the beacon can read and collect the data on their connected device. This gives advertisers a more detailed look at audience data which can help them effectively market the advertising space.
The advantages for companies and corporations combining beacon technology with digital signage is massive. The capability for companies to collect a vast amount of consumer data in specific locations would allow them to market more effectively. For example, if two people were passing by a digital sign with a connected device in hand, the beacon could push a coupon based on one person’s consumer history to one device, then share a different sale with the second consumer. Pretty wild, huh?
For these reasons and more, many stores and even events here in the U.S. already use beacon and digital signage technology. This trend will only grow as technology continues to become more integral to consumers and more valuable to marketers and advertisers.
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