The display screens allow a person or an organization to communicate promotional messages to the organization in-store customers. However, the success of the method depends on the content and its suitability to the customers view. It does not depend on canned content that runs in a loop. Rather, success depends on automatic identification of information, analysis and dynamical response, which likely influences the customer.
Real In-store Marketing
A marketing intelligence that is strategically placed delivers better performance. Digital signage is popping in various parts e.g. street corners. The digital signs are better compared to the traditional in-store marketing aspect e.g. posters because they are dynamic and able to produce sound. Conversely, the traditional in-store marketing is expensive to produce, are not adaptable and its effectiveness cannot be easily be measured. Thus, is digital signage better, right? Not necessary.
Digital signage is better than the traditional method because it allows production of sound, animation and the loop of the promotion can be planned and updated. Nevertheless, they are expensive and are not truly dynamic. In most cases, the signage solution use a DVD player that delivers pre-programmed and canned content which may not reflect the actual store environment.
Thus, what is a Marketing Intelligence solution and how is it better when compared to other solutions?
Odysii solution is an example of a Marketing Intelligence because it reflects the actual business system and ensures that the information that is on the screen is relevant to the objectives and conditions of the local business store. Thus, the Odysii solution captures the business strategy with the help of predefined rules, captures on-site customers and the products that are purchased. Then the Odysii rules engine analyzes the captured data and develops the right strategy, which triggers the appropriate action. Then the Odysii solution auto-creator creates a relevant promotion, in real time, and it then delivers the customized content to the targeted customers at strategic placed screens in the store.
Moreover, the Odysii solution measures the success or effectiveness of the promotion and manipulates priorities resulting in optimal performance.
Therefore, for truly effective in-store marketing strategy, the right solution is the Odysii. This is because of the digital sign, targeted message and the proven impact to the customers’ purchasing decision.
Communicate promotional messages to the organization’s in-store customers. However, the success of the method depends on the content and its suitability to the customer’s view. It does not depend on canned content that runs in a loop. Rather, success depends on automatic identification of information, analysis and dynamical response, which likely influences the customer.
Additionally, Odysii solution has marketing intelligence capabilities that ensure that the customers are educated on relevant issues and creates a better ambiance at the branch. This will make the customers feel they are valued which translates to an increase in loyalty.
This perspective differs a lot from the digital signage solutions. The aim of the signage solutions is to assist at the point-of-purchase, an aim that it inadequately fulfills. This is because the signage tools do not change the content.
Thus, there are limitations when signage solutions are used:
- Not Dynamic – Does not put into consideration the fluid nature of business
- Not targeted – It doesn’t accustom to the viewers
- Not productive – It lacks the ability to create relevant promotion and content on the fly
- Not strategic – It does not employ a marketing strategy
Hence, the use of signage solutions communicates outdated and irrelevant content to the customers when the customers are ready to make purchasing decisions, this goes against the aim of display screens. For example, a signage solution may promote a product that is out of stock or introduces a service e.g. student loan program to the recently graduated student.
Thus, the main difference between the two methods is that the Odysii solution allows, fresh, relevant and targeted messages to the customers. This is an advantage over the signage solution.