Industry Insights

Digital Signage Enhances In-Store Marketing with AI Technology

Brands turn to digital signage that transcends traditional stimuli, allowing tangible interactions with products in stores, powered by AI advancements.

In an effort to revolutionize in-store customer interaction, brands are increasingly turning to digital signage solutions that provide more than just visual and auditory information, allowing customers to interact with products in a tangible way within physical storefronts.

Digital signage is by no means a new concept, having been utilized for many years to broadcast specific information, entertainment, merchandising, and advertising in both commercial and retail environments. However, the landscape of digital signage has been transformed through advancements in artificial intelligence and networking technologies.

Initially, digital signage systems were comprised of a network of digital displays that were controlled remotely, enabling the adjustment of content to suit different audiences and timing requirements at various locations. Today, the integration of AI into these systems enables the delivery of personalized marketing, enhanced customer service, and immersive on-site shopping experiences.


Enhanced Relevance Through AI-Driven Digital Signage

According to our research, AI-driven digital signage is able to present content that is 50% more relevant to its intended audience, leading to significantly increased interaction rates.

This technology, often referred to as electronic signage, includes the use of LED walls, projections, and LCD monitors to display webpages, videos, directions, menus, promotional messages, or digital images with clarity.

Deployed as large video walls, expansive screens, or compact units atop shelves, these durable displays are designed to captivate on-site customers, keeping their attention away from their smartphones and focused on engaging marketing content throughout their store visit.

"Our studies indicate that maintaining customer engagement with in-store content over mobile phone browsing at the point of sale is vital," according to findings shared with the E-Commerce Times from our R&D team.


Rising Popularity in Retail Environments

Digital signage's incorporation into the physical retail environment is witnessing a growing trend, a stark contrast to its reception as an unfamiliar concept two decades ago. This shift is largely driven by a focus on creating memorable consumer experiences, with recent technological advancements such as computer vision and analytics adjusting content in response to specific environmental cues.

For example, quick-service restaurants, exemplified by Starbucks, leverage digital signage to adapt their menu displays on the fly, promoting items that can be prepared quickly during busy periods to streamline service. Then, as customer queues decrease, the focus shifts to higher-margin products. This dynamic approach not only improves operational efficiency but also enhances sales by captivating customers with visually appealing and strategically targeted promotions.


Incorporating AI for Strategic Marketing Insights

The integration of AI for the measurement of engagement metrics represents a significant leap forward for digital signage platforms, enabling retailers to sift through collected data and make informed adjustments to their content strategies.

Our partner's research includes the use of non-intrusive radar technology and computer vision to capture a wide array of insights, such as the demographics of viewers, their engagement duration, and even their emotional reactions to the content displayed. This wealth of information empowers retailers to fine-tune their in-store marketing strategies with a level of precision akin to online marketing techniques.

"The ability to analyze detailed AI-generated data transforms our understanding of and ability to influence customer behavior in real-time, significantly enhancing the effectiveness of content," per insights from our R&D department.


Cloud-Based Control for Seamless Content Management

The cloud-based architecture of Seenlabs' technology offers an unparalleled level of control over content management, allowing for instantaneous updates via a straightforward web interface.

What sets Seenlabs apart is its commitment to the quality and impact of the content displayed, underpinned by a dedicated creative team responsible for generating thousands of diverse assets. Coupled with the capability to assess and refine content effectiveness through in-store analytics, Seenlabs stands at the forefront of meeting the complex communication needs of contemporary retail brands.

"Conversations with leading retail brands are increasingly focusing on our integrated approach, which combines content delivery, quality, and analytics into a comprehensive retail solution," according to our internal team's feedback.

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