Client’s Challenge
In the past, our Client, a global company who sells products at kiosks, has used traditional digital screens to advertise their products. The Client however, did not have any insight about their in-store customers demographics or buying behaviour. They had no insights about the customers were purchasing their products at the points-of-sale as a result of looking at their ads on the screens, or if customers were even looking at the ad at all.
Advertima had two goals for the Client:
1) to increase the Client’s sales by enabling smart-targeting of in-store customers when compared to traditional digital signage and, 2) to provide deeper audience and sales insights by aligning their in-store customer data with cash register data.
Taking their digital screens to the next level: Advertima Smart Signage
The Client’s existing digital screens were upgraded to Advertima Smart Signage, and its data was reconciled with the store’s cash register’s data to get insights about which demographic bought which products. Once Smart Signage was enabled, it detected customers as they walked by the screen, interpreted their key demographics (such as age and gender), and how long they viewed an ad on the screen. Once the data from Smart Signage was matched with the cash register data, the seller could analyse and which product and brand customers purchased.
The upgrade to Advertima Smart Signage was a light-touch setup on the Client’s existing screens, with no resources or work required from the Client. To analyse and link the data from Advertima Smart Signage to the cash register, our Solution Consultant actively supported the Client’s Project Manager.
Results
4.1% increase in overall sales of the seller’s advertised products
With Advertima Smart Signage’s real-time targeting capabilities, over the course of four weeks, the Client’s sales across their products increased by 4.1% (when compared to the previous four weeks using only traditional digital screens). For one major brand, sales increased by almost 10%.
The above chart shows how the Client segmented 7 of their products in two product groups . From the Client’s knowledge, they assigned the products to the relevant target group (age and gender). When comparing non-targeted content with targeted content within the product groups, the Client saw an increase of 4.1% in overall sales of the advertised products.
Overall, the data showed a consistent trend of increased sales with Smart Signage vs. sales on traditional digital screens.
Smart Signage’s direct impact on sales and new audience data
Advertima Smart Signage data of detected customer demographics was matched to the store’s cash register data, providing our Client with a holistic understanding of how their advertising directly impacted sales with specific audiences. The Client could now clearly see the customer’s demographical information (like age and gender) and when they purchased a specific brand. In total, over 12,000 matched transactions were made (products that were sold and matched with Smart Signage data). This insight proved to be highly valuable to both the Client and the store owner.
With the new audience analytics, the Client improved their media network exponentially, now being able to analyze which brands of their products specific demographics liked to buy. With targeting and new audience data, the Client could market a premium media product to new or existing brands. For example, the Client could sell media space by proving to a new brand that their customers were mainly females between 25-34 years old.
As the Client continues to leverage Advertima Smart Signage with installation in more than 20+ of their stores across Switzerland, they plan to lean into smart-targeting and audience insights, applying them across their digital strategy and increasing the value of their media product.
