The old marketing adage of ‘50% of my marketing is working, I’m just not too sure which 50%’, largely demystified today, has often been used when considering the return on investment from digital signage. The technology is 25 years old, but it is really within the last 18 months that the adoption rate has picked up pace. Considerably.
Driving this has been a reduction in the costs of hardware, software licensing and services. Marketeers are more comfortable using content management systems and the interfaces have become more user friendly with easier to interpret insights.
The ROI of digital versus traditional printed point of sale has never been as positive as it is today. Put simply, both the tangible and intangible benefits of digital over print are now undeniable.
The introduction of the DSaaS (Digital Signage as a Service) model means retailers can see positive returns on investment in month one as opposed to month eighteen.
The Content Management System (CMS) that sits at the heart of the Stacked Retail 2.0 is a far cry from the CMS of old which simply allowed you to schedule and publish content. The Stacked Retail 2.0 CMS is a hub, a single pane of glass platform that will allow you to do all of the things you associate with a modern CMS and much, much more.
Rather than just right message, right person, right time we are now looking at relevancy and context when we communicate digitally. Triggering the right content based on audience demographics, time of day, prevailing weather conditions, proximity or even stock levels for perishable goods. The modern CMS can take feeds and triggers from a wide range of third-party instore systems to deliver more and more value and it needs to be open to integrate for content delivery, analytics, and external communications with organisational Management Information Systems.
The Stacked Retail 2.0 CMS provides data and insights into the effectiveness of campaigns, relating to both the pre-release of content and then post publishing. This CMS will provide tactical insight into the effectiveness of content design before it is published, by analysing samples prior to publishing and then completes the feedback loop with analysis on the campaign performance. In order to offer a full turnkey DSaaS Solution the CMS needs to be a 360° solution and this one is.
How It Works
The marketing team of a FMCG brand are looking to launch a new product on the market. Using our Artificial Intelligence engine, they initially test their creatives, both print and digital, in the CMS to predict which elements of the creative will gain the most attention and then use this information to recommend where a designer might consider making some improvements.
Once satisfied we store several creatives within the database designed to communicate with different demographics.
Once a consumer presents at a screen the CMS will display a relevant message based on a number of parameters for example, content A for a male consumer or content B for a female.
Post campaign we can analyse the demographic profiles of those who saw the advertising, understand the attention spans of core demographics of interest, interpret pattens and continuously improve the approach.
If you are interested in finding out more about how the Stacked Digital Retail 2.0 CMS Solution can transform the way you engage with customers and give you a tangible return on investment, get in touch to have a chat or book a visit to our Experience Centre.
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