Digital Signage

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Il digital signage è un elemento essenziale della nostra quotidianità. Onnipresente, dalla segnaletica stradale all’advertising, questa nuova modalità di comunicazione è figlia dell’Internet delle cose, realtà interconnessa che consente di ampliare la nostra percezione del mondo fisico attraverso l’interazione con la controparte digitale della nostra esistenza.

Per sua natura, infatti, il digital signage si presta ad essere un ottimo strumento di comunicazione. Dopo avere abbandonato il vecchio concetto del cartaceo, l’avvento di nuove tecnologie smart interattive si è rivelato un motore evolutivo eccellente per il digital signage, consentendo di creare aree in store che attirino i clienti, tramite una comunicazione dinamica e personalizzata.

Digital signage, la comunicazione digitale

Il Digital signage si presenta come una vera rivoluzione. La gestione fisica convertita al digitale, con la possibilità di gestire palinsesti che offrano ai clienti una varietà di servizi, diventa un asset fondamentale all’interno di una valorizzazione costante della esperienza del cliente. Con una buona gestione dei contenuti, un retailer può fornire alla propria clientela informazioni ad hoc e aumentare il livello di engagement direttamente su punto vendita. Per sua natura, il digital signage si presta ad essere molto più di una piattaforma di pubblicità.

Il digital signage è andato oltre il suo iniziale stato di finestra sulla vita del negozio, dove aveva un ruolo quasi coreografico e puramente informativo. L’introduzione di touch screen e sensori evoluti, hanno portato il digital signage ad essere parte integrante dello smart retail.

LE APPLICAZIONI DEL DIGITAL SIGNAGE

Limitare il digital signage a semplice funzione promozionale, infatti, significa sottovalutare le sue incredibili potenzialità. Il digital signage va considerato come un elemento da integrare sinergicamente all’interno di una costumer experience moderna.

Il primo impatto del digital signage è emozionale. Tramite una gestione accurata e programmata con attenzione dei contenuti, è possibile attirare i clienti, offrendo una comunicazione dinamica ed efficace, creata per stimolare la curiosità e avviare un’interazione shopper-retailer.

Nell’era digitale, il digital signage si configura come un canale comunicativo importante tra shopper e retailer, diventando protagonista attivo all’interno di nuove dinamiche di interpretazione dei dati commerciali. Partendo da quello che è un approccio di advertising, infatti, è possibile avvalersi di nuovi ritrovati che aumentino l’interazione tra shopper e retailer.

SEGNALAZIONE DIGITALE E IMPEGNO DEL CLIENTE

Utilizzando appositi device, come totem o chioschi interattivi, il digital signage offre la possibilità di sviluppare nuove tecniche di engagement del cliente, grazie ad un’offerta di contenuti che stimolino l’attenzione e invoglino all’interazione. La produzione di contenuti ad hoc è una delle grandi sfide del futuro del retail, data la necessità di offrire al cliente stimoli che lo portino ad interagire, fornendo, con le proprie reazioni, importanti feedback che consentono ai retailer di intercettare il gradimento del proprio pubblico.

VERSO UNA NUOVA ESPERIENZA DI ACQUISTO

L’interazione tra shopper e digital signage è un passaggio essenziale all’interno di una shopping experience indipendente. Tramite l’integrazione con altri sistemi (come self scanning e self check out), per il retailer è possibile avviare un circuito smart in cui il cliente può vivere la customer experience in modo totalmente autonomo, senza necessità di supporto da parte del personale. Una potenzialità che velocizza le attività nel punto vendita da parte del cliente, traducendosi per il retailer in aumento di efficienza e abbassamento dei costi.

Si rende quindi necessaria la presenza di una gestione intelligente dei contenuti, che sappia unire l’intento informativo con un base di entertainment, capace di ampliare l’interesse del cliente rendendolo parte di un’esperienza interattiva coinvolgente.

La centralità del Sistema di gestione

Come sfruttare pienamente il digital signage? L’ideale, è avere un palinsesto vario e di richiamo, capace di intercettare l’attenzione del più ampio target possibile. La creazione di contenuti che sappiano rispondere a questa esigenza rende necessario un attento Sistema di gestione dei contenuti, in cui la realizzazione del signage sia rapportata agli strumenti sui cui verranno presenti questi contenuti.

L’introduzione di schermi touch e l’implementazione di tecnologie avanzate, come sensori di prossimità e riconoscimento facciale, spinge alla creazione di contenuti che usufruiscano di questa maggiore interazione, traducendo la risposta del cliente in dati utilizzabili dal retailer per analisi avanzate.

In questa dimensione, il marketing può vedere nel digital signage un valido asset. Il vecchio concetto di signage monodirezionale, infatti, ha lasciato spazio ad una comunicazione bidirezionale, in cui il cliente, tramite le proprie interazioni, fornisce feedback immediati che possono essere in dati da analizzare a scopi di marketing.

Contenuti e interazione: come evolvere il digital signage

Questa crescita si sposa con un progresso tecnologico rapido e prima impensabile. Funzioni come l’utilizzo di I.A. adattive e l’utilizzo del machine learning costituiscono il futuro dell’interazione shopper-digital signage, dando vita ad un dialogo interattivo di maggior spessore, in cui il software riesce a interpretare i feedback del cliente e generare nuovi stimoli e proposte con rapidità e precisione.

Il futuro del retail è legato all’evoluzione del digital signage, non più una semplice vetrina ma una porta tramite cui invitare il cliente all’interno della realtà del negozio.

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