evolution presents customers with tailored content within the proximity of the the buying opportunity. Display text, images and video to targeted audiences,
at specified times and under changing circumstances such as variations in demographic patterns or the weather.
Targeted Communication for Customers and Staff
Businesses invest in digital signs, kiosks and other touchpoints for a simple reason: they work. Reaching people with compelling, targeted messages when they are out and about and ready to buy is smart marketing. A small store might have one or two touchpoints or possibly a dozen. A large chain of hotels or restaurants might have thousands. In either case, the goals are the same: to simplify communication and create the compelling experiences that keep customers coming back.
evolution connects these touchpoints by presenting the customer with customised content within the proximity of the the buying opportunity.
Why should retailers choose evolution?
- Customised digital content at a touch
- Drive repeat business and boost revenues through specials and promotions.
- Provide product information and promote new lines.
- Use video, a QR code or web links to deliver content.
- Offer specials that can be redeemed within your store or via a local retail advertising partner.
- Improve staff communication and efficiencies.
- Integrates with current marketing and POS systems.
THE RETAIL EXPERIENCE
Kerry White is looking for a new pair of endurance running shoes in preparation for a half-marathon next year. She has researched various models online and is ready to pick up her preference at the local store that offers the best price.
Kerry’s visit to the store is less about shopping and more about validating the choice she has already made. She is looking for the same ease of selection, choice and purchase in the physical store that she gets from shopping online, however she also needs to touch, see and try on the product in ways that she can’t do online.
Kerry would like her conversation with a sales person to start where her research left off. When she enters the store she is provided with a hand-held, evolution unit. This gives her the option of advising the staff where she is in the decision making process without having to wait for attention. Is she just browsing? Does she need advice from a staff member? Is she looking for a specific product? She can indicate the brand, size and even the colour option.
Kerry knows what she is looking for, but would still like to do a quick browse of the store.
After a few minutes, a salesperson approaches her: “Good morning…I believe you’re interested in a pair of Saucony Powergrids. You’ll find them over here, and we do have a pair in your size that you can try if you like. I can see that you’ve already put a lot of thought into your choice, however perhaps you would like to have a custom foot assessment while you are here”.
Kerry is delighted – she has never had a custom fitting before – and actually finds that another style of shoe would suit her foot better. It is even a little less pricey. She makes her purchase, happy that she made the trip to the store where she had access to personal service, more suitable options and a better overall outcome.
She is also amazed and delighted that simple, indirect communication with staff members via evolution resulted in a level of service efficiency normally impossible in a busy store. She will be definitely be back.
Like most retailers today, John James is trying to figure out how to thrive in an era when the consumer is ultra-knowledgeable – in many cases, more knowledgeable than the store’s own sales staff.
The Web has made it easier than ever for consumers to make price comparisons and to access product reviews, and that has meant that today’s shoppers are frequently armed with reams of research by the time they pull the trigger on a purchase. And they’re not making impulse buys like they used to.
A few years ago, John was concerned that that shoppers were coming into his store to try on or test out merchandise, only to go home and purchase it online from another e-commerce competitor. That threat hasn’t quite materialized the way he expected. In fact, this behaviour is far less common than its opposite, a practice the industry has dubbed “Webrooming,” in which people browse online before ultimately going to a store to make a purchase. It seems that consumers still want to shop in physical stores. For now, only about seven percent of purchases in the U.S. are made online.
However, by the time they get to the store, John knows that a shopper already knows exactly what they want, and they want to get in and out of the store quickly. This attitude makes it extremely hard for him to upsell. It also makes it hard for his staff to provide outstanding customer service, as they are assisting shoppers who might already be experts on what they’re buying.
His solution? A hand held, digital unit – evolution – that can not only push information such as specials and promotions to customers in-store, but receive information from customers as to their preferences and needs. This simple tool forearms his sales staff so they can approach customers with confidence and provide the best experience possible. It also allows his staff to make direct contact with him, or the storeroom, without leaving the customer’s side.
Sarah Davies is the Asia-Pacific marketing manager for a global beverage company. In a fast-changing, digitally-driven world, Sarah knows that consumers crave and expect more customised and personalised products, services and experiences. Marketers now link “engagement” to how well their brands are perceived and real-time brand expectations are spreading to product availability, delivery, and customer service.
Despite the fact that local marketing is essential to her success, like most brand marketers, she has tended to rely on the same channels at the local level as she does at the national level: corporate websites, email, and the corporate social media feed. It can take 30+ days to distribute local marketing materials following a national launch, and she does not have the resources to tackle both global/national and local campaigns.
Enter evolution, a new media channel that excels in extending and customising national brand messaging at a local level. With its unmatched geographic and demographic focus, evolution delivers a more targeted strategy coupled with a comprehensive local marketing automation solution that can be managed remotely, and in real time.
Sarah now has the ability to reach highly targeted audiences with customised digital content – advertising, stories, specials, promotions and product information – using text, video, QR codes or web links. She can even collect customer information and create cross-promotions with local retailers to add further value to both customers and distributors, as well as increase sales.
evolution will also allow Sarah to establish a formalised measurement process for her local marketing, something that has been, at best, extremely difficult in the past.
A RANGE OF UNIQUE FEATURES FOR RETAIL
Tailored Content at a Touch
Educate, inform and entertain patrons with fully customisable content, a range of formats and touch-screen control. Schedule when and how content will appear and for which audience. Use video, a QR code or web links to deliver content.
High Performance Digital Advertising
Capture high-quality users with a range of targeted advertising options including video. Advertisers can provide specials & promotions via the portal at scheduled time/dates – optimising market penetration.
Improve staff communication and efficiency
More than just an alert device, evolution’s multi-featured hand-held displays messages on the LCD/touch screen and allows customers to call sales staff for assistance with the push of a button.
Customer Feedback & Recommendations
Build your customer list based on specific ‘feed-back data’ from your customers in real-time. Let your customers tell you what, where and when they want products, content and promotions.
Remote Ad Inventory Management
Remote ad inventory management allows you to manage your promotions from any location.
Extend Your Services
Promote other services within the facility or in the local area. News, updates, products and promotions are always up-to-date when new material is downloaded via the portals dashboard.
Integrates with current marketing systems
Extend the value of your existing systems with a new generation of lead capture, customer referral and Web 2.0 functionality.
Customer Research & List Creation
Dynamically create customer lists based on preference. Customers choose the content, products and promotions they prefer.
Obtain metrics on the audience that actually viewed content -critical for evaluating advertising and business ROI analysis – and make it possible for all of this to be done by non-technical, non-IT personnel.
- Customer-friendly push button paging
- Compact, convenient units
- Simple self-installation and easy to use
- Completely wireless
- Quiet and confidential
- Customisable text and video messaging
- Anti-Theft feature
- PC Paging Integration
- Anti-Microbial eliminates cross-contamination
- ‘Fixed point’ location tracking
- Smart Charging
- Use a QR code or a web link to deliver content