Dynamic information feeds and digital signage

Exploit the value of your data

Your company collects a considerable amount of internal data: sales statistics, purchasing behavior, average shopping basket, etc.
By reconciling data from different sources (CRM, website, external data, in-store behavior) and transforming it into customer knowledge, you can offer a unified, personalized online and offline customer experience.

You can then activate this knowledge in marketing devices such as digital signage to take full advantage of it: highlighting a product at the time of day when consumers are most likely to buy it, adapting messages to the profiles of your point-of-sale visitors in real time, etc.

By using the data at your disposal to create responsive, highly contextualized messages, you transform your fleet of screens into a powerful tool at service .

75% of purchasing decisions are made in-store. In this sense, digital signage is the media of the last mile: it displays a highly contextualized message as close as possible to the purchase decision.

What is a data stream?

A digital signage solution lets you manage and send multimedia content to communication screens. Some solutions also enable the connection of data feeds, i.e. content associated with external data sources (raw or not), whose updates will be automatically reflected on the screens.

The most common sources of automatically updated information are Twitter feeds, RSS, Instagram, etc. Information can also come from a database, stock status, weather conditions... To create these content feeds, you can interconnect your digital signage solution and your business tools.

Content is automatically generated from aggregated and formatted data. The creation of feeds allows you to contextualize content and improve the responsiveness of broadcasts. For example, a product promotion will stop the second the last item is sold, or a brand's "like" counter will be incremented at the instant of a like.

These constant, automatic updates enable communicators to guarantee the relevance of the information displayed. For your teams, this means you can produce animated media including responsive content that adapts to screens: their format (feeds are responsive), their geolocation, their language etc.

Feeds enable communicators to offer ever richer and more relevant experiences by combining:

• Dynamic, customizable visuals
• Relevant, up-to-date content from external sources (Twitter, Facebook, Brut) or internal to the organization (e.g. PIM)
• A very precise broadcasting context to guarantee the message's relevance to the target audience: time of day, demographics, traffic, weather, store traffic, current promotions.

By multiplying and combining data sources, and ensuring frequent updates, these dynamic information flows guarantee a wide variety of displays. In this way, they constantly renew theinterest of target audiences. Their use is an excellent way ofoptimizing the time and effort required to manage your screen inventory.

In short, by linking your data sources to your digital signage CMS, you guarantee :

• a responsive display, updated during the display or each time it is displayed.
• excellent visual rendering: feeds adapt to different screen ratios
• geolocalized content
• simple media customization for your users (e.g., changing the logo or colors of a template )
• animated media

How can you use data for your on-screen communications?

Here are a few examples of how data flows are used in internal communications, in retail and by DOOH agencies.

1/ Highlight in-store products that are most popular online

87% of consumers look for information on merchant sites before finalizing their purchases at the point of sale. Why not highlight the products most frequently consulted online to speed up the transition to in-store purchasing?

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By sourcing data from your PIM or ERP , you can create live content in your own colors: product name, photo, origin, price, promotion, etc.

By using data from your e-commerce site to reinforce your phygital strategy, you build a unified on-line/off-line customer experience while responding precisely to your customers' needs.

2/ Manage flash promotions according to stock levels

A product promotion can automatically stop being displayed on the screen when the product is no longer in stock. You can also display the lowest stock levels on screens or products that are out of stock, saving time for your sales force or customers.

3/ Automatically create content adapted to the local context

Messages can vary significantly depending on where they are delivered. To create hyper-contextualized communication campaigns without duplicating content creation and management, you can create a data stream. In this example, a single design has been created, containing one variable parameter: price. Depending on the departure city in which this campaign is broadcast, the price displayed automatically adapts to the actual flight price.

4/ Leverage customer knowledge to boost relationships

You can capitalize on a large number of data sources to personalize communication with your audience: loyalty program, membership cards, mobile application... By reconciling these data, you can plan personalized messages to be displayed on screens: a welcome message when a member swipes his badge at the gym entrance, a special promotion when a loyal customer enters the fitting room, etc.

5/ Relay content from your social networks

If your company already publishes content on social networks, you can integrate it into your digital signage campaign. This choreographed, highly visual and often animated content will be rich and in line with your omnichannel strategy.

6/ Display customer reviews

Display user reviews of your brand. They can come from Google Reviews, your social networks or your website. You can also include a contest to encourage customers to express their sympathy for your brand. This type of content will further strengthen your e-reputation.

7/ Displaying a calendar: Providing local information and reinforcing your brand image

No more paper posters to edit every day to communicate a program or menu. By using data feeds from your database, you guarantee up-to-date information and total respect for your graphic charter: every day, information is updated within a fixed layout template. For example, a screen can display the next showtimes for the nearest cinema or theater.
Example: in the campsite network, each screen displays the day's events, without the intervention of local managers.

8/ Display room occupancy rates

You can display the availability of meeting rooms in real time by linking your digital signage CMS with presence sensors, such as Ubigreen's. If you have a flex office, direct employees to unoccupied offices as they arrive.

Visual Management and Dashboarding

Sharing a digital dashboard on your information screens is a simple way of sharing your performance indicators, in a visual and intelligible format, in real time with your teams. You can communicate your corporate objectives, the energy consumption of a building, the performance of sales teams, or even user behavior with regard to a product, using tools such as Data studio or Power BI.

The use of feeds in digital signage encourages users with little knowledge of web development to create highly personalized and contextualized content. Contact our team at read more

Cenareo offers an intuitive, scalable Saas solution and perfectly adapted to the needs of communications professionals in all sectors: Point of sale, Internal communications, Hotels and Restaurants but also DOOH.

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