|
Software for remote content management, device management and analytics |
|
|
SignageWireDigital signage for one-to-one marketingAuthor: WireSpring on 2008-04-19 11:57:46 1 to 1 Media asks whether digital signage can be used for 1:1 marketing programs:The way digital signage adds value for the retailer or hotel or arena, etc., that uses it is in the information exchange. Today’s digital signage is far more than that digitally delivered poster; it’s a tool that should be connected to POS and CRM systems to create interactivity and gather insight. Collard cites a store in Japan whose digital signage is connected to its loyalty program data. Customers can pass their phone across a scanner on the sign and the sign will deliver a message relevant to that customer based on past purchase behavior, and then send back a coupon to the phone regarding the product and offer just shown on the sign. The trick here is that the retailer also has the signage connected to its inventory system, so it will only make an offer on what’s available in the store at that time.Our take: Aside from the fact that this article is practically written in the style of a paid advertisement for a digital signage software vendor, it asks an important question: does digital signage work for 1:1 marketing purposes. Our expectation is that 1:1 marketing programs that reside primarily inside the store will be subject to intense scrutiny by privacy advocates and civil libertarians in the years to come, regardless of whether they utilize in-store digital signage networks, interactive kiosks or other self-service devices, or push-marketing to mobile phones and PDAs. Programs that successfully get customers to opt-in at every visit and prove to provide a strong value to customers will be successful. Those that don't, will not. Those that invade privacy or take advantage of a customer's trust will get sued out of existence. Comments (0)
Subscribe to comments for this article
| Trackback
Leave a CommentPrevious Article: The last days of cheap Chinese Next Article: Tesco trials ZBD electronic price tags LEGAL STUFF: SignageWire is written by the WireSpring staff but may periodically include articles by guest authors. The author of each article is clearly identified at the start of the article. The opinions expressed in each article are solely those of the author, and do not reflect the official opinions of WireSpring Technologies, Inc. All SignageWire articles are copyright © 2008-2010 WireSpring Technologies, Inc. or the guest author, as appropriate. All content besides the actual article text, e.g. surrounding branding and informational content, is copyright © 2000-2010 WireSpring Technologies, Inc. All rights reserved. Except as provided in WireSpring's Republishing and Syndication Policy, no SignageWire content may be reproduced, in whole or in part, without WireSpring's express written consent.
|
Subscribe via RSS
If you use one of these services, click the button to subscribe to automatic updates:
 
 
For advanced users or those with other services, here is the XML link:
What's this blog about?
Whether you're new to digital signs and kiosks or you've been in the business for years, you've probably noticed that nearly every announcement and press release contains a huge amount of hype. Our goal with this blog is to provide coverage of the more interesting happenings, along with commentary to give you a reality-check on what matters and what's just fluff. We post new articles several times a week.
|
| Questions? Start a live chat • Call us at (800) 989-9269 or +1 (954) 548-3300 • Get pricing and trial info |
Subscribe via XML/RSS/RDF