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Similar a Topic: Creating an omni-channel vision for a retailer and the role of Digital Signage
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Topic: Creating an omni-channel vision for a retailer and the role of Digital Signage
- 1. Steven Keith Platt Platt Retail Institute 29 May 2013 contact@plattretailinsitute.org Omni-channel está alterando el panorama retail
- 2. Los dias de la tienda retail tradicional está llegando a su fin
- 3. Los clientes ya no siguen un único camino para comprar, ahora hay muchos y diferentes
- 4. Source: Forrester Source: Google ¿Es omni-channel realmente importante?
- 5. Omni-Channel es un elemento de cambio global – Con la llegada de la era digital, el consumidor necesita y quiere evolucionar rápidamente y los retailers de éxito, también mejoran sus capacidades mediante el Omni-channel para responder a la demanda e incluso anticipar y liderar, las tendencias. Fuente: Cintybank
- 6. Source: Aberdeen Group ¿Cúal es el problema?
- 7. Source: RIS News' Sixth Annual Cross-Channel Tech Trends Study Más dinero, más dinero, más dinero
- 8. Estudio Platt Retail Institute (PRI ) : adopción omni-channel Retailers $500 M+
- 9. Funcionalidad Omni-channel Source: RSR Research
- 10. Impedimentos para la adopción Source: RSR Research
- 11. Source: Deloitte & Touche Los beneficios
- 12. Source: Deloitte & Touche Los resultados
- 13. Del digital signage a la comunicación digital Impact Time Yesterday: Single Application Deployments Today: Multi Application Systems Today and Tomorrow: Multiple devices and multiple applications create a large scale and interactive communication platform
- 14. Aplicaciones Digital signage Redes de comunicación digitales se utilizan para: - Way finding - Entretenimiento - Publicidad, comercialización y soporte de ventas - Información y comunicación corporativa - Comunicaciones de emergencia Se encuentran: - En todo el mundo - Interiores y exteriores - En numerosos mercados verticales
- 15. Restaurantes fast food (QSR) menu-boards digitales Entretenimiento en área restaurante Test-marketing nuevos productos Comunicación interna
- 16. Elisa shopit Compras interactivas Video wall interactivos Comparativas de productos a través de etiquetas RFID
- 17. Hospitality Way finding Señalización salas reuniones Integración móvil
- 18. Entretenimiento Complejos de cine con 85 años de antigüedad Armarios personalizados Despliegue inalámbrico Publicidad, eventos, mensajes especiales
- 19. Cruceros Way finding Promoción de la actividad Sugerencias de menú
- 20. Hershey’s Chocolate World – especialista retail Vídeo wall interactivo de control de gestos Juego interactivo, con refuerzo positivo
- 21. Famous footwear–especialista retail Combinación de señalización y vídeos estándar - Señalización promocional en escaparates –Marca: mediante pantallas más grandes en las tiendas –Video informativo con temas detallados como la investigación de zapatos
- 22. Call center Monitorización del rendimiento Mensaje broadcasting
- 23. Casino – gaming Jackpots – Monopostes – Video walls Máquinas tragaperras Way finding Menu boards
- 24. Agencia de viajes Video-wall Branding: – Aventura – Tecnología punta Datos en directo: – Tiempo – Previsiones – Tweets – Precios – Promociones
- 25. Automoción Nuevo concepto de tienda: los coches se venden en centros comerciales Target: jóvenes, amantes de la tecnología Configura tu propio coche
- 26. Beneficios para el cliente Mejora de la experiencia de los clientes, visitantes, estudiantes, empleados, etc Oportunidad de ingresos (con publicidad o a través del aumento de las ventas) Bajos costes de comunicación Mejora de la imagen de marca / comunicación constante Conformidad
- 27. Retos Business case La evolución de las necesidades del cliente / escalabilidad Contenido Integración Omni-channel
- 28. ¿Preguntas? Steven Keith Platt Director and Research Fellow Platt Retail Institute contact@plattretailinstitute.org
Notas del editor
- RK: here is good example of a hospitality deployment, done by X2O. Hotel Coronado is a large hotel, beach resort and conference center in California, stretching across 28 acres. At key points in the complex dual screens are positioned (both screens driven by the same hardware player). One will always show a map of the complex, while the other can be interactively queried for specific directions to a certain location or amenity in the complex. The directions of how to get there can also be made portable by downloading them on your smart-phone by snapping a picture of the QR code – a good example of useful mobile integration: after all, you might forget certain turns in the directions once you have stepped away from the screen. This deployment also includes meeting room signs for the 38 conference rooms, that will you tell you what is going on in the various rooms right now, all kept up to date centrally.
- RK: How to incorporate the convenience and customer satisfaction enhancing capabilities of digital signage in an 85-year old historic landmark of a cinema complex seating 5000 in Detroit: through custom enclosures that fit in and wireless deployment
- RK: This deployment is on a modern cruise ship, which is as massive as the largest hotel. It has 18 levels and can accommodate 6000 guests. By the time you have figured out your way around the ship with all its amenities, your cruise is typically over, so this deployment really helps you to find out what is going on, where it is and how to get there from where you are now. The interactive screens are located near all the elevators and other key points around the ship, helping you find your stateroom, other attractions or locations of current or upcoming activities the cruise line wants to promote as well as restaurants. The restaurant feature is particularly helpful is it can not only tell you where the restaurant is, but also how busy it is right now. This is accomplished through little cameras that are mounted on top of the entrance of each restaurant and software that counts the number of people going in and going out, and comparing that to the capacity of that restaurant. This way, it avoids the disappointment of walking for 10 minutes only to find that the place is very crowded right now. These type of clever apps help deliver a better experience. And as you can tell, this is not your Granddaddy's signage anymore!
- RK: Here is an example of signage in the corporate world. Hershey ’s Chocolate World in PA is something between a cross of a retail space, a factory tour and an amusement park, of course all aimed to reinforce positive brand perceptions. Nanonation replicated a couple of popular Hershey ’s commercials to allow users to interact with the commercials using a Microsoft Kinect system. In the first you can control a Hershey’s Kiss on the factory catapult and toss your Kiss through one of three portals. In the second, configured for the holiday season, you interact with the system to play the Hershey’s bells, which are a series of 10 Kisses with unique tones attached just like the Christmas commercial. Both are seeing a large volume of activity by visitors to Hershey’s Chocolate World.
- RK: This is a nice example of using different types of signage for what it is best at, in this case the Famous Footwear shoe stores done by Nanonation. There are screens in the window that show promotional offers, using colors some moving images but not lengthy videos and no sound. The purpose is to draw people into the stores. Inside the stores, larger screens show videos that reinforce the brands and the offers and aim to convert people who browse into people who buy. Next to the larger screens are smaller screens that can show videos on demand, for instance about specific products or research on shoes. These videos can be started either by shoppers or by store staff who want to demonstrate certain aspects to help convince shoppers. Each type of signage has its purpose and uses content appropriate for its location and dwell time, but it is all driven by the same content management system.
- http://www.symon.com/case_studies/CSC.shtml RK:
- RK: Casinos are a great location for different type of signage as well. In these examples from a company called Symon, it shows a popular application called progressive slots in which the jackpot increases every time someone puts in money into the slots that are connected to the jackpot., and the prize thus gets bigger and bigger and it gets more attractive to play until someone finally wins, and the jackpot starts again and grows. These running jackpot totals are prominently displayed inside the casino on larger video walls to encourage visitors to have a go, but of course it can also be used to encourage people on the outside to come visit the casino and have a go, such as in this case through a large digital billboard outside the casino just before the relevant off ramp. Inside the casino there are lots of other ways in which signage is used. Menu boards can attractively display food and drink options. And then there are slot-toppers: screens located above the slots that announce upcoming attractions or events, or promotional offers. Way finding screens help players find the games they are looking for, or the restaurants or bars they seek. Remember, people who are just milling about are not spending any money, so help them find what they are looking for, or give them new ideas and guide them.
- RK: The travel industry is one that has undergone many changes in recent years with the rise of the internet. One of the mega trends has been to be cut out the middle-man and for many traditional travel agencies this has meant losing business or going out of business altogether as travelers could now negotiate directly with the providers or though some online aggregators and get a better price, at the expense of the previous middle man, the travel agency. Here is an example of a Belgian travel agency that effectively adopted a different role and brand using digital signage as a tool in this process , with the help of YCD. The deployment uses a large video wall displaying a world map that uses real time updates of live data. And not just current weather and forecasts, prices and promotions but also live tweets from fellow travelers who are there, conveying the sense of adventure and excitement of travel, as well as a sense of community. That ’s not what the traditional role of the travel agency was, though they still provide the expert type of advice and intermediation. This approach, however, has resulted in increased sales of holidays by 13.7% and decreased perceived wait time – a very different outcome than the gloom and doom many other travel agencies have experienced.
- RK: Yet another example here of changing the dynamics of a traditional industry. Many customers don ’t really like the experience of buying a car. It means going to a car lot, dealing with a range of sales people who are sometimes overly aggressive, or disinterested, but typically have more information than you about the product , in a purchase that usually involves a fair amount of money and in more cases than not is not an experience we typically relish. We all have had our bad experiences. French carmaker Peugeot with the help of YCD is trying to change some of that. When they launched their new model the 107 they were also looking to change the car buying experience. The 107 model is aimed at a younger more tech-savvy demographic. In order to connect with this demographic, they figured they were better off selling it in places where this demographic is more likely to hang out in the first place: in malls. So this concept store is not in a traditional car lot, it ’s right inside a mall. Shoppers can browse on screens, explore information on their own, configure their own car via the interactive screens. Sales staff sit non-threateningly behind the counter until they get asked for help, such as answering questions and assisting with financing.
- MM: Now you ’ve seen the variety of ways in which digital communication networks can be used. Let’s take a broad look at what the benefits are to your customers who decide to deploy this technology. Improved customer experience: more timely, targeted, relevant. Reduce wait time in line. May use for emergency notifications. Revenue: advertising more effective with dynamic content. Many studies show sales lift with digital signs. Lower cost: save on printing and distribution costs Improved branding: Look and feel consistent across multiple channels/platforms. Compliance: Don ’t have to rely on store employees to get the right signs in the right places or take down outdated material
- RK: In addition to the usual business challenges of finding leads, making the sale, having the staff to correct implement and support systems, there are a few specific challenges in DS. There are a lot of vendors (Frost & Sullivan counted over 400 software vendors alone) and not all of them will make it. Don ’t bet on the wrong horse. If there is one thing you can be sure of then it is that customers needs will evolve. Don ’t get caught with a technology that was ok to start with (because it was easy to work with) but that does not have the capability to grow in both size and complexity. One of the most frequent mistakes is overlooking the need for fresh content: figure out how to ‘feed the beast’ and keep the content relevant for users to look at and interact with. When placing screens , seeking the optimal line of vision, you want to keep safety into account (and avoid such disasters as recently in the new airport terminal in Birmingham, Alabama, where someone got crushed and killed by a falling screen) There are also some legal issues to consider, such as accessible for handicapped people (being able to operate interactive screens from a wheelchair etc) And then: what do you do if there is equipment or power failure and the screens go dark – because of course something will always go wrong.