retail kiosks & digital signage
iBeacon technology can also be used to
communicate directly with a customers
mobile device in-store.
Where shoppers would once have
asked a sales assistant for advice, they
can now find everything they need
electronically using a kiosk.
Today, kiosks aren't the only
technology used in store – digital
signage, video walls, digital point of sale
(POS) systems and digital shelf edge
labels are all increasingly commonplace.
In addition, retailers don’t need to rely
on their own hardware as iBeacon
technology can also be used to send
messages directly to a customer’s
to reflect the changing seasons or a
promotional offer. Digital marketing
strategies can be scheduled in advance
of a campaign and controlled centrally
to ensure maximum compliance.
This has been particularly apparent
in the consumer electronics market
where digital displays are helping
retailers to strengthen their position on
the high street. Arguably, this is a sector
where the boundaries between the real
and virtual worlds are more blurred
than any other. With showrooming –
"Interactive displays should be seen
as a way of enhancing the role of
sales teams and making customer
service more efficient"
smartphone. These can be targeted
according to age, gender and whether
previously marketing was successful.
Of course, printed in-store displays
still have their place and there are many
customers who prefer a more low-tech
approach. Nevertheless, digital does
bring a num