Bradley Cooper, Technology Editor for Digital Signage Today, states that the modern customer can pull up information instantly on their phones. With this in mind, retailers and other businesses have struggled to compete for customers’ attention. Digital signage software vendors are helping address this problem by delivering personalised experiences.
Why so personal?
Many end users today aren’t just looking for digital signage that can showcase simple advertising messages. They also need systems that can push out a variety of information to various types of customers and employees, and in order to do that, they need personalised content.
‘Our company uses digital signage to communicate everything from benefit information and payroll notices, to employee events and recognition,’ said Ashlee Franken, marketing coordinator for SC2 Supply Chain Services and Solutions.
Franken said the company’s top priority was to find a reliable digital signage solution that could, ‘update at a moment’s notice, offered complete support, and would allow us creative control over both the messages and the format’.
In order to meet this demand for more creative control, vendors have to be at the top of their game. One way vendors are delivering personalised experiences is by developing a better CMS that can handle different types of content, such as highly interactive content integrated with different data sources. Vendors are also integrating data-triggered content into their CMS to directly respond to customers.
‘The newest innovation is data-triggered content, where the information changes on screen based on conditional logic set up alongside data feeds. This sounds complex, but it’s basically just an ‘if this, show this’ scenario the user sets up in the software one time, and then it runs all on its own,’ said Debbie Dewitt, marketing communications manager, Visix. ‘The software can make decisions on what to show on screen based on numbers, words, times or other data elements you’ve mapped to.’
What’s on the horizon?
End users in the future aren’t just going to use basic digital signage tools. They are going to increasingly look for more advanced tools such as facial recognition, widgets, reporting, analysis and other features to reach customers. Digital signage software will have to catch up to these demands.
‘Software will have to move away from ‘show this to everyone’ toward ‘show this to this individual,’ based on configured parameters. People are always going to want to put up a video or message once in a while, but the bulk of their time will be spent on configuration versus content design,’ Dewitt said.