Client’s Challenge
Our Client is a global player in the furniture and interior decoration business, receiving thousands of visitors to its massive stores every day. The Client has remained the leader in furniture retail for years because of their ability to recognize opportunity and improvement as they grow. In this case, the Client realized the opportunity with Advertima Smart Signage to better understand their in-store visitors, and therefore improve the in-store customer experience with Advertima’s people analytics.
Getting started with Advertima Smart Signage
Project 1: Promoting art products
The first project aimed to promote the Client’s select art items to increase sales during an art event. For each art product, the Client defined a target group of the most likely customers to be interested in a specific art product. Advertima Smart Signage then detected the target group for each person viewing the ad when they were in front of or walked past the screen, and played the corresponding content promoting the art products that fit this target group. For comparison, Smart Signage was installed at one store and its data was compared to eight other stores of the Client’s that used only traditional digital signage.
Project 2: Real-time demographic, behavior, and movement detection
In the second project, over the course of six weeks, the Client’s goal was to get insight into the demographics, behavior, and movement of their in-store visitors to improve engagement with their products. Wayfinding (information systems that guide people through a physical environment) played a crucial part of the Client’s customer journey. The Client installed Smart Signage at 11 points in the store. The solution provided was a totem with targeted content running on the Smart Signage screens based on the detected target group in front of it. On touch, an app opened on the screen that allowed people to discover offers and decor inspiration relevant to their demographic, as well as a wayfinding option to their desired destination, all in one place.
Results
Products promoted with Advertima Smart Signage sold out within a week
In the first project, the Client sold out of all their art products promoted during the art event with Advertima Smart Signage when compared to the other eight stores using traditional digital screens. The adaptability of Smart Signage, and its detecting and targeting capabilities allowed the Client to change and trigger content according to the demographic in front of the screen. This mixture of standardization and customization ensured the successful delivery of sales, and the Client’s strategic goals in the long term.
Key audience insights
In the second project, Smart Signage provided the client data on in-store visitor demographics, movement throughout the store, and usage of the on-screen app.
The Client’s in-store visitor demographics provided surprising data on gender distribution. Over six weeks, the distribution of males and females was near to equal. Females aged 21-30 years old dominated as the most frequent visitors, while males aged 31-40 were the second most frequent visitors.
Visitor movement provided the Client an understanding of how people flowed throughout the store, allowing them to improve and optimize wayfinding. The Client was able to analyze how misunderstandings in visitor movement could be improved. For example, if they discovered that customers who visited their in-store restaurant at lunch, then proceeded to walk through the store, the Client could refine their digital signage content based on this insight.
Lastly, the app on the Smart Signage screen led to a 3% usage rate. The app was used over 90,000 times during the first weeks of full usage. This means the app was opened around 2,500 times per day and guided people to their desired location.
In both projects, the audience insights gained from Advertima Smart Signage enabled the Client to refine and optimize their customers’ experience in-store with targeted offers and content.
