INCORPORATING DIGITAL SIGNAGE INTO YOUR RETAIL DESIGN TO MAXIMISE CUSTOMER ENGAGEMENT AND REVENUE

24TH APRIL 2014

NICK GALE - FOUNDER

REALISATIONCREDENTIALS

REALISATIONCLIENTS

REALISATIONPOPAI

1,400 members

Over 45 countries worldwide

Awards programme with global reach

POPAI, the global association for marketing at retail operates a series of awards programmes in many countries across the world. As far as point-of-purchase advertising displays and in-store communication activities are concerned, the POPAI awards are the awards to enter. With 1,400 members from over 45 countries worldwide and awards programmes in many of these countries, the POPAI awards clearly have global reach.

WHAT HAS CHANGED SINCE APRIL 2012?

REALISATION2012 DS ASIA PRESENTATION

DS has evolved as technology has improved

It can do much more than simply push generic messages at customers

DS 2.0 gives customers content tailored for them

This can be as simple as intelligent scheduling, or as complex as interactive Augmented Reality

Crucially, DS 2.0 is relevant and targeted, and therefore more engaging

Measurement is essential

Nick - notes re: the fact that this has happened - customers expect relevant information - personalisation

GAME CHANGERS

REALISATIONGAME CHANGERS

Smartphone penetration

Apps

Bluetooth Low Energy (eg. Apple’s iBeacons)

Social media

Payment options

REALISATIONSMARTPHONE GROWTH

REALISATIONSMARTPHONE GROWTH

REALISATIONSMARTPHONE GROWTH

Source: http://www.cable.co.uk/news/mobile-accounted-for-76-of-john-lewis-christmas-clearance-traffic-801677849/

REALISATIONBLUETOOTH LOW ENERGY

Small ‘Beacons’ powered by Bluetooth 4.0, which require very little energy, can be used to transmit small amounts of data to Beacon enabled smartphones (both iOS and Android) within a certain radius (up to 50 metres)

The number and varieties of use cases for this technology is where it gets exciting

The greatest advantage of the technology is it’s ability to offer personalised communications to customers based on their exact location as well as browsing and purchase history

Indoor mapping is another potential usage - this is of particular interest to airports, shopping centres and the museums and galleries sector

The Reubens House in Antwerp used Beacon technology to guide customers around the exhibits, instead of a traditional audio guide or brochure

REALISATIONSOCIAL MEDIA

C&A Brzil - Facebook ‘Like hangers - auto updated with the amount of likes a piece of clothing had.

Global press for fairly small investment. Real customer impact?

REALISATIONPAYMENT OPTIONS

Apple stores allow mobile payment - no queues

Expectations have changed

NFC and contactless payment

REALISATIONCLICKS & BRICKS

Choose your product on-line

Collect in store

Eg. Argos ‘Check & Reserve’

Digital transformation has been necessary for them to surviveOver 20% of in store sales have been researched on Argos.co.uk firstDigital browsing of cataloguesHugely successful check & reserve service

CUSTOMER TOUCH POINTS

REALISATIONCUSTOMER TOUCH POINTS

CLICK TO PLAY: Customer touch points animation

REALISATIONDIGITAL TICKETING

REALISATIONASSISTED SELLING

M&S self-service station

Tariff Selector

Nationwide App

GETTING THE BASICS RIGHT

REALISATIONBASIC DIGITAL SIGNAGE

Business objectives

Content strategy

Screen configuration

Integrated Content Management System

Scalable network

Measurement and evaluation

REALISATIONCASE STUDY - NATIONWIDE BUILDING SOCIETY

REALISATIONCASE STUDY - NATIONWIDE BUILDING SOCIETY

GO CONFIGURE

REALISATIONGO CONFIGURE

Customer journey - touch points

Communication strategy - what have you got to say?

Demographic - existing technology

Store layout - physical space

Measurement and analysis - Model

Return on Investment (ROI)

THANK YOU

www.realisation.co.uk