In previous articles we have been talking about the importance of message personalisation, analysis of physical data, communication automation and optimisation of the shopping experience as a driver of change in retail. 

However, when it comes to digital signage, what really differentiates digital signage from traditional signage is its technology.  

New technologies allow signage to be updated easily and in real time, that is, it allows us to create fully dynamic content in our physical spaces. 

By using an intelligent platform that allows content to be updated in real time for each customer, we make the content more attractive and eye-catching for our users, increasing the likelihood of influencing the purchase decision.

This time we want to focus on the different elements that we can use within our digital signage strategy to make our screens and projections come to life.  

In short, to capture the attention of your audience.

What is dynamic content? 

Dynamic content is content that appears intuitively and is triggered by various predefined conditions that work together to display the most relevant type of content for each user.  

It is a highly effective marketing strategy as it manages to create relevant and personalized experiences for our audience.    

The main proposition behind dynamic content is to provide the ideal environment for people according to their behavior

There are many details that dynamic content takes into account that enhance the shopping experience, from highlighting holiday-related sales to generating user-specific offers and discounts. This is also an approach that can be implemented across all forms of communication, from a website to real-time communication in physical spaces.

Dynamic content as a marketing tool

Signage is a traditional pillar of in-store communication. In recent years, this medium has been digitized to offer retailers new opportunities to achieve their goals, including generating greater engagement and delivering differentiating customer experiences.

What if we now let the consumer choose their content? 

Digital signage has given a first impulse by offering attractive multimedia content adapted to the screen environment and to the non-linear nature of new consumer uses: the message is no longer focused on the product itself, but on the customer’s receptivity.

More specifically, and especially in retail, messages do not focus on the benefits produced, but on the response to consumers’ needs. 

“The message is no longer product-focused, but customer-focused”

Multimedia content and data flows  

Dynamic content, whose data retrieval is automatic, is the great advantage of digital signage. 

Digital signage, by its very nature, allows marketers to plan “dynamic” content, that is, content that is automatically updated.  

This content (which combines images and data) is then displayed on a screen as a video, image or visual animation. 

The data they contain is connected to remote sources that are regularly updated to reflect the latest version of the content.

These constant and automatic updates thus allow communicators to save time (the source of the content must be planned only once in the display management platform) and ensure that the screens will not be out of date (of course, the source of the content must be up-to-date and accessible at all times).  

Moreover, by multiplying the different sources of content and the regularity of updates, this dynamic content guarantees a great diversity of views and the interest of the target audiences will be constantly renewed. 

What are the benefits of using and analyzing data to create dynamic content? 

Points of sale constantly generate information that allows us to better understand our users and their Customer Journey. 

All this data combined with artificial intelligence software, and Ladorian’s Prime Time Algorithm, allows us to create predictive consumption models:

• Product and category trends: Analyze product trends and establish recommendations for those products that represent an opportunity. 
• Behavioral patterns: Determine the best times and days to broadcast content at shop level. 
• Increased sales: Activating data-driven messages improves promotion sales by 30%. 
• Customer retention: Personalized customer management generates retention rates of up to 90%. 
• New customer acquisition: The activation of personalized offers increases the acquisition rate by 50%.

Increase the profitability of your business by broadcasting dynamic content in real time. 

In short, content automatically generated from aggregated and formatted data (e.g. from a database, weather conditions, etc.) can be used to contextualize content and improve the responsiveness of screens. 

Therefore, the planning of dynamic content is simple and fast, because it is no longer necessary to send content manually to the management solution. 

At Ladorian we manage your dynamic content strategy through our recommendation engine, contact us!