How do brands speak to you?

Beatriz Sanz Baños    Salmerón Uribes Marina    25 June, 2019

Internet of Things gives companies a world of possibilities to improve their productivity, management and service they offer to their clients. This last section is especially important in Retail, where providing users with a satisfactory shopping experience is essential to build loyalty and differentiate from the competition.

The way in which consumers make their purchase, look for products, follow trends, etc. is changing, and therefore, also changes the way in which brands interact with consumers. Technological advances and digitalization have become the IoT tools that provide the Retail sector with the most benefits, impacting its business model, procedures and of course; directly in their users.

Have you ever felt that the screens of a store tell you exactly what you wanted to know?

Dynamic marketing allows the retailer to create its own cannel and communicate with its customersat the point of sale. That´s why, when we enter a store, go to a restaurant o we are at a clinic that has screens, we see that the content shown in them is addressed to us as consumers and is related to what we are looking for: products, services, schedules… Even before entering in the shop window itself!

The retailer being able to manage all of the sale points in a centralized manner means that the content being viewed on a store screen can be the same or different from another store of the same brand. How do store screens know “what they have to tell us”? The retailers adapt the content along the customer journey based on the knowledge of our behavior, obtained from anonymized data.

Gone is the time in which only one content could be distributed on all screens or that the changes had to be made individually on each of the screens where the content was broadcast. Currently, there are softwares that allow the distribution of content on different screens, adapting the content. Have you ever noticed that in many showcases there is the same creativity, but depending on the screen is displayed differently? That the content changes according to age or sex? It adapts for a better viewing experience.

Transforming the customer experience into a point of sale in a multichannel and multiservice environment is crucial to be able to give customers what they´re looking for. Therefore, dynamic marketing not only allows the management, programming, distribution, segmentation and synchronization of content; it also allows proactive monitoring, with customized dashboards over the different performance indicators, and the creation of business reports that always seek to personalize the content that the client visualizes so that it consumes what it really want to see.

One of the connected technological solutions that allow stores to adapt the contents of their screens is spotsign, a service that, thanks to the recompilation of statistical information of the influx of customers and their behavior, generates a deeper knowledge of the business that helps improve sales and operational processes.

Examples as spotsign show us that IoT is increasing their presence in our daily lives and in the case of dynamic marketing with a double objective; improve the customer experience by activating the point of sale though technological solutions and services and the possibility of transforming the experience with the brand and obtaining customer knowledge from the retailer.

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