locandis develops intelligent digital signage solution for the hagebaummarkt in Hildesheim
Hamburg, June 6, 2022. Product information in the right place at the right time: Hagebaumarkt Stammelbach in Hildesheim has been communicating with its customers in real time since the beginning of May 2022 with the help of the digital signage solution and a digital customer card from locandis. Customers are presented with product information, visual advertising material, information on events or short videos on the digital signage monitors.
“Online retailing has set new standards in terms of customer centricity. People who shop at the well-known platforms quickly find what they are looking for and also receive individualized offers. Stationary retail has to compete with this, especially when the product range is large,” explains locandis CEO Prof. Dr. Hans-Christian Riekhof. The digital signage solution from locandis, which was developed in combination with a digital customer card as an app for the Hagebaumarkt Hildesheim, enables communication with customers on the sales floor during the shopping trip. “Latent customer needs are awakened and conscious needs are reinforced thanks to these location-based marketing tools,” says Riekhof. Hagebaumarkt employees can independently create the campaigns with just a few clicks via the locandis web front end and display them in real time on the desired screens. And this is possible regardless of how many screens have been installed on the sales floor.
Extension of personalized offers for customer card users
If a customer with a digital customer card from Hagebaumarkt is in front of the screen, a campaign can be displayed precisely for this customer that matches their interests, previous searches in the product search, or previous purchases. “This allows us to personalize what is usually a non-personalized communication channel,” says Riekhof. All that is required is to link locandis’ digital signage solution with a location-enabled digital loyalty card for Android and iOS. This enables holistic coverage of all customers on the sales floor.
Measurement of visitor flows with 3D stereo sensors
The quantitative visitor volume in the store can also be measured with this solution. For this purpose, the digital signage monitors are supplemented with 3D stereo sensors that count the streams of visitors. This makes it possible to determine how many visitors are currently on the sales floor, how visitor numbers change over the long term, and to what extent the number of visitors fluctuates during a day, a week, or a month. The sensors can also be used to distinguish between male and female customers.
“The use of such technology, in combination with the digital customer card, can close the evaluation gap with online retailing,” explains Dr. Stefan Brinkhoff, CTO and Managing Director of locandis. Based on the data obtained, the deployment of staff and the implementation of events and promotions in the store can then be planned more precisely. “Strict compliance with data protection regulations is ensured, as no personalized data is collected or image data is stored by the sensors. Only the number of customers is recorded and the solution therefore meets all the requirements of the GDPR,” says Brinkhoff.
Holistic customer approach
The expansion of locandis in-store marketing to include digital signage monitors represents a complementary technology to the digital customer card. All customers who cannot be reached via the Software Developmente Kit (SDK) or the white label app are addressed via the screens with promotional messages and information. “In addition to improving the customer experience, these messages and offers have a measurable effect on the average receipt and thus on sales,” says Prof. Dr. Riekhof. “In projects in the food retail and fashion industries, the same technology has been used to realize sales increases of between 10 and 30 percent compared to customers without the retailer-specific app.”
Campaign management via the locandis Recommendation Engine
The interaction of data from frequency measurement and the digital customer map enable the extraction of extensive targeting criteria for the digital signage campaigns, for example seasonal or temporal targeting, targeting by gender or location, or even weather-related targeting. “The evaluation of the criteria in real time allow the retailer to always show the customers in the store exactly those campaigns that have the highest relevance,” explains Brinkhoff.
Further press releases from locandis can be found here.
