Brick-and-mortar business is going through a digital transformation and is in search of suitable strategies to intelligently link the online and offline worlds. Services that make shopping easier, more relevant and more exciting are readily accepted by customers. Digital signage is an opportunity to provide customers with relevant recommendations. It also gives you the chance to set yourself apart from other retailers while increasing your earnings.
Relevant content in grocery retail – how and where to use it
If a customer comes across products at the grocery store that are relevant to him at that time there is a good chance that those products will end up in the shopping cart. Generating personalized content is a very good way to help customers find those relevant products. A wide variety of touchpoints can be used to get customers’ attention and point them in the direction of the relevant products: in-store TV, receipts, in-store kiosk systems and digital signage solutions are just a few examples.
Artificial intelligence provides a personalized approach to customers by using large volumes of data to calculate the right offer for the customer in real time. To cover as many scenarios as possible you need to interconnect those touchpoints, including your systems and their data.
The right wine for your customer – digital signage sales leverage
Digital signage, using digital and now increasingly interactive media content in electronic advertising and information systems, is a good opportunity for you as a retailer to score points with your customers. The content of the advertising systems can be adapted to suit times of day, locations, regional events or current customer behavior in the market.
A possible scenario involving your wine selection: You are interested in advertising selected wines more intensely. To this end you would like to incorporate general customer demand in the supermarket as well as offer each customer a wine that matches his preferences.
The fruit and vegetable department, for example, is well suited if the goal is to include the behavior of current grocery store shoppers and thus current demand. This way you can identify which fruit is currently in demand. The AI solution incorporates every fruit weighed by customers using the fruit and vegetable scale. Based on this data, types of wine are generated in real time onto a digital signage screen near the wine assortment. For example, are customers weighing more organic fruit on the scales? If this is the case then customers will see more recommendations for organic wines on the display of the digital signage solution. In addition, an AI solution can incorporate all goods purchased at the till in real time to generate product recommendations on the digital signage screen on that basis.
Install a self-scanner in the wine section to show individual customers in the wine section recommendations in keeping with their personal taste. The customer can scan a preferred bottle of wine and then receive recommendations on the digital signage screen that are in line with the scanned bottle. Depending on your objective, the AI solution can recommend appropriate wines for upselling or cross-selling. When the customer moves away again, the AI solution reverts to generating wine recommendations based on general demand.
AI scenarios for business at EuroCIS
Our booth at EuroCIS 2018 was one of many opportunities you had to learn how to use artificial intelligence to provide your customers in grocery retail with relevant recommendations, to automate your retail processes in the fields of personalization and pricing and to increase your turnover at the same time.
We showed you
- how to guide your customers to the “right” product: Showcase “Coupon extension in grocery retail thanks to digital signage and intelligent recommendations”,
- how to increase purchase frequency by using intelligent check-out couponing on the receipt, customer loyalty cards and in-store kiosk systems,
- how to develop stock optimization and markdown pricing: Generate the best possible price across the product life cycle to avoid margin and profit losses and
- achieve higher value shopping baskets using personalized product recommendations at completely different touchpoints in the store, including self-scanners, scales, tills, consultant tablets and shopping apps.