Retailers increasingly rely on individualized digital signage communication at the POS.
Dr. Markus Schweizer, Prof. Dr. Gunnar Mau, Prof. Dr. Martina Peuser & Simon Riedel present in their recently published article in the journal Marketing Review St. Gallen the fields of application, the state of research as well as success factors. In particular, the tension between marketing instruments and customer-added value is considered, which can arise in the conflict of goals between the generation of attention and on the other hand the well-being of the clientele.
Studies show that digital signage in retail can increase sales and reduce costs.
Smart tracking methods can provide important insights for measuring and controlling success. The data can be evaluated to analyze the digital signage measures (audience, content, and location of the display). The use of smart tracking thus supports the impact analysis of the advertising spots played out via digital signage in stationary retail. At the same time, this data can be used to play out advertising spots in a way that is tailored to the target group and to make the advertising impact measurable by linking it to POS data. This results in the individualization of POS communication in real-time.
The article shows the results of a case study on smart targeting with around 115 million tracked customer contacts.
It shows, among other things, that in addition to the placement of the displays, the relevance of the content is particularly relevant to success. Successful smart targeting also benefits from customer-centric content and optimal embedding in the store context. In particular, the content played out should be aligned with the customers’ motives and needs to be addressed to obtain the greatest possible relevance and attention from them.
Dr. Markus Schweizer studied and received his doctorate at the University of St. Gallen and from 2006 to 2016 held leading positions at tegut… gute Lebensmittel and at Migros in Switzerland. Since 2016, he has been managing director of Holistic Consulting GmbH in Hanover, a boutique consultancy for customer-centric thinking and action. He also teaches at universities of applied sciences and is the author of several reference books and professional articles on successful retail transformation.
The full article is available as a printed and a digital version for CHF 37.– (only in German).
