Retail sales intelligence and in-store TV content are being brought together in a new partnership that will create tailored and highly targeted promotional campaigns.
The link-up between business solutions provider K3 and global digital signage network developer Dynamax will allow the success of product lines to be evaluated.
Products that are found to be under-performing can then be promoted via the digital signage around the store, either on an individual, regional or global level.
This means that promotions displaying content about price reductions, new products, recipes or fashion tips, for example, can be adapted to reflect the traffic and sales at the tills.
Chris Frampton, international business director at Dynamax, said the partnership mean that sales intelligence and promotions could now “talk to each other in real time”.
“In-store promotions are about predictive analytics and media planning as all campaigns need to fit with the wider brand promotions. Now retailers can react to these changes as never before.”
Additionally, when a customer’s transaction is complete, tailored media content will play to inform them about offers and forthcoming promotions that may be of interest to them. On a more advanced level, customer loyalty cards complement this process to manipulate the media content played at a specific till point.
Paul Makin, sales director at K3, said: “We can help retailers focus relevant offers at individuals as they travel through the store, promoting items of interest or encouraging repeat visits as new collections, products or goods become available. This improves the business case for digital signage and also transforms the point-of-sale into the ‘point of service’.”
Pictured is an LED screen installed by Dynamax onto the side of the newly renovated Frenchgate shopping centre in Doncaster.