Ask the Board – February 5, 2018 | LENA FORREST

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If you could magically ask the digital signage industry for anything at all, some new innovation that would dazzle and amaze your clients and peers, what would it be?”


Aside from reading our customers’ minds or magically knowing their buying history, how do we tailor in-store content to their needs or desires? Digital signage technology is already pretty advanced. Software is able to daypart content, and some can even recognize gender and age and then play relevant content. So how can we personalize our customers’ experience through digital signage even more?

What if digital signage met Google’s Alexa? We either have, or know someone who has an Amazon Echo. It’s amazing that you can instantly control your smart home, music, get information, news and weather and also ask it questions.  Why should this technology be relegated only to the home?

Imagine little bots living throughout the store.  Always listening, but not recording, so when the bot hears a customer talking about a pair of designer shoes, or the need to obtain a mortgage, the digital signage screen nearest to them automatically changes to show the store’s offerings. It could respond to actual prompts from a customer who is looking for a particular item, or assist a sales associate .

These verbal cues that trigger digital content can be an important sales tool in an increasingly visual and technology-driven society.

About Author

Vice President, Senior Manager of Marketing
TD Bank

MEMBER OF THE DSE ADVISORY BOARD
End User Council

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