In recent blogs we’ve discussed why getting into the content management game could be beneficial for your business. It’s margin-rich, it increases the value you can provide to customers, it creates stickier customer relationships and it can create a nice source of recurring revenue.
To further drive home these points, let’s look at content automation. This approach gives your customers more engaging and meaningful signage than traditional solutions.
Consider the following power use cases of content automation:
- Automate based on proximity or interaction—By using sensors, it’s possible to trigger content when a customer approaches a product, aisle or any other area of the store. Sensors can also be attached to items for sale. When a customer picks up the item, content related to that item can play on a nearby display. Dwell time can also be measured. If a customer spends a certain amount of time evaluating a product, appropriate content can be played. Store associates can also be alerted to provide assistance.
- Automate based on POS data—With an integration to the point-of-sale system’s inventory database, promotional content can be automatically pushed out when inventory levels hit certain thresholds. For instance, when the quantity reaches 3, maybe the store wants to tell customers to move quickly to get the last remaining items. Or, if a sale is placed on low-stock items, messaging can automatically be pushed out.
- Automate based on weather or seasons—By setting triggers based on weather and/or seasons, it’s possible for retailers to automatically promote items that customers might soon need. For instance, an incoming stormfront might alert customers to umbrellas available for purchase.
- Automate based on demographics—Many of today’s IP video cameras can be used for facial recognition to identify the gender and age of customers with a surprising degree of accuracy. With this real-time data, the ideal content can be delivered immediately.
None of these examples are science fiction. They’re all available today. The primary requirement is a CMS (content management system) that supports automation and sensors. Many of the leading CMS providers include this functionality. Even better news is that the price of content automation isn’t such that it’s only available to tier one retailers. Indeed, progressive mom-and-pops will find automation within their budget.
With such a clear value proposition to retailers, providing and managing a customer’s content automation program should be on the top of your list of ways to improve your business in 2017 and beyond. For more information on how to differentiate your digital signage offering, contact Tom Jones, technology consultant II, Advanced Solutions, ProAV/Digital Signage, Ingram Micro.