Retail Media Networks have become integral to driving additional in-store revenue, but how can their full money-making potential be truly realised? The solution lies in technology - more specifically, AI-driven vision analytics! When paired with the powerful insights of vision analytics, retail digital signage displays can deliver exceptional returns on investment, with highly targeted advertising that quantifiably boosts engagement and sales.

Powered by artificial intelligence (AI) and computer vision, vision AI offers an unprecedented opportunity for brands to connect with in-store customers. Unlocking a trove of anonymous audience insights, solutions such as Viana™ vision analytics by meldCX® can help retailers identify and leverage demographics, behaviours and shopper preferences to appeal to exactly the right customer personas. This significantly boosts sales conversion rates, enabling advertising brand partners to engage more effectively with in-store customers, who are already in a shopping mindset. 

1. Automation and Personalisation at Scale

With integrated solutions, such as Viana and digital signage software, Signagelive, it is simple and cost-effective to automate and personalise the digital signage advertising experience. When paired with a ChromeOS, Windows media player, or BrightSign device, along with a compatible camera, this combined solution can be programmed to automatically trigger the perfect, targeted advertising for exactly the right customer.

For example, if a shopper lingers in front of a digital signage display for a certain amount of time or picks up a specific product, vision analytics can trigger targeted ads based on this behaviour, dramatically improving engagement. This level of automation allows retailers to streamline their ad operations, increasing efficiency while also providing consumers with more relevant content.

2. Targeted Advertising at the Point of Purchase

One of the most powerful benefits of vision analytics is its ability to target ads right at the point of purchase. By leveraging real-time data from in-store digital signage displays and cameras, retailers can serve dynamic ads to consumers precisely when they are most likely to make a purchase. This highly targeted approach increases the chances of conversion and improves the overall return on investment (ROI) for advertisers.

Imagine a shopper walking down an aisle and glancing at a product display.

With vision analytics, an ad for a similar product could be displayed right in front of them on a nearby digital signage screen, encouraging them to make a purchase decision in the moment.

This increases the likelihood of turning views into conversions, providing an immediate and tangible impact on sales.

3. Turning Views into Conversions

One of the most important aspects of any retail media network is the ability to track and measure the effectiveness of advertising campaigns. With vision analytics, retailers gain access to detailed performance tracking tools that provide near real-time insights into how consumers are interacting with the displayed ads.

These robust analytics not only allow advertisers to measure the effectiveness of each campaign but also provide valuable insights into which types of ads and displays generate the most engagement. This data enables retailers to optimise their digital signage campaigns continuously, ensuring that every advertising budget delivers maximum value.

4. Omnichannel Insights for a 360° Customer View

By integrating first-party data from retail partner websites, such as Amazon, with on-site viewer data, retailers can develop a more comprehensive understanding of their customers. Vision analytics makes it easier than ever to create 360° profiles of consumers, merging offline and online behaviours for a deeper insight into consumer preferences.

These omnichannel insights empower retailers to craft more effective and targeted advertising campaigns, improving the relevance of content across both in-store and online experiences. For instance, if a customer views a product online, they may later encounter an ad for that same product when they visit the store, seamlessly merging both touchpoints into one unified experience.

5. GDPR-Compliant Data Handling

In today’s data-driven world, privacy and compliance are top priorities. Retailers can rest assured that vision analytics solutions are designed with privacy in mind. meldCX AI models don’t capture any personal identifiable data, and they are trained on synthetic datasets to ensure compliance with privacy frameworks like GDPR and other data protection regulations.

This compliance ensures that retailers can leverage the power of vision analytics without compromising consumer trust or privacy. By focusing on anonymised data, retailers can still gain actionable insights while remaining fully compliant with privacy laws.

6. Maximising the Value of Existing Infrastructure

Retailers don't need to invest in a complete overhaul of their infrastructure to benefit from vision analytics. Instead, these solutions can easily integrate with existing digital signage content management systems (CMS) and third-party providers, extending the reach of their legacy infrastructure. This cost-effective integration allows brands to maximise the value of their current setup and scale up their Retail Media Network operations without significant new investments.

If you want to maximise the potential of your retail media network, then vision analytics can help, enabling you to boost the return on investment for your advertisers.

Convenient and cost-efficient, this technology is designed to power your advertising success, giving you unprecedented scope to personalise your ads and boost their relevancy for every target persona.

Ready to take your retail media network to the next level? Reach out today to find out how this game-changing technology can help you reshape your advertising strategy.