How product awareness can be increased with Digital Signage

A leading retail brand sought to differentiate itself in the highly competitive European market. With 160 stores across 20 countries, the brand wanted to provide a more immersive and engaging in-store experience, especially as customer expectations for digital interactivity increased. To achieve this, the company turned to advanced retail technology to transform their stores into dynamic, data-driven spaces designed to enhance customer experience and drive sales.

Challenge

The retail brand was facing the challenge of standing out in highly populated retail spaces where well-known competitors dominated. They needed a way to captivate customers, increase in-store engagement, and boost sales across their wide network of stores.

Without advanced technology, many of their stores struggled to provide the type of interactive experiences that modern consumers crave. They were also limited in their ability to understand customer behavior, as they lacked the tools to track foot traffic or monitor customer interactions effectively.

To overcome these challenges, the brand sought a solution that would not only offer customers a better in-store experience but also generate actionable data to drive future decisions.

Objectives

The brand sought to use advanced retail technology to:

Solution

To address these objectives, the brand partnered with Merlin Cloud to roll out advanced digital signage and interactive kiosks in their stores. This involved the installation of over 240 digital devices in 160 stores across Europe, each equipped with features that transformed the way customers interacted with the brand.

In addition to the interactive touchscreens, which allowed customers to explore products in depth, headcount and footfall cameras were installed to gather real-time insights into customer behavior. This technology helped the brand analyse foot traffic, dwell times, and popular areas of the store, enabling them to optimise layouts and product displays.

These innovative stores were strategically launched in major European cities, where they aimed to compete with high-profile neighbouring brands by delivering an unparalleled in-store experience.

Insights

Once the digital signage and cameras were fully operational, the brand quickly began gaining valuable insights into customer behavior. Key findings included:

• Stores equipped with advanced digital signage saw four times more foot traffic than stores without these features, indicating the powerful impact of interactive technology on customer attraction.

• The real-time data provided by the headcount and footfall cameras gave the brand a clear understanding of how customers moved through the store, which areas attracted the most attention, and how long customers spent engaging with different displays.

Results

The insights provided by Merlin Cloud’s advanced dashboard allowed the brand to make data-driven decisions that significantly enhanced their operations. By tracking customer movements and adjusting displays based on real-time data, the brand could tailor their in-store experiences to better meet customer needs.

Conclusion

Merlin Cloud’s technology provided the brand with critical insights into their customer behaviour, allowing them to optimise both store layout and product displays. The implementation of digital signage and interactive touchscreens enhanced customer engagement, driving a significant increase in footfall and sales.

By adopting a data-driven approach, the brand was able to tailor their in-store experience to match customer preferences, improving overall operational efficiency and profitability. The headcount and footfall cameras provided valuable data that continues to inform future store improvements and product placement strategies.