Shifting From Physical to Autonomous Phygital: Store as Media

Displayforce.ai is a Business Reporter client.

While brick-and-mortar stores have long been the favored place for shopping, online sales are now grabbing a large piece of the pie. As Covid-19 prompted commerce of all kinds to move online, we can ask: What is the purpose of physical stores now?

People still want to be impressed in person, and they crave offline, tactile experiences.

The problem of offline commerce is that it’s difficult to measure the result of in-store marketing activities. But it’s possible to take performance marketing metrics from online and bring them offline to better monetize points of sale at brick-and-mortar locations.

According to Retail Prophet, this is a new opportunity to communicate with customers. Physical locations offer a chance to create lasting relationships with consumers, and that’s why it’s so important to treat in-store impressions carefully.

Practically, this means that companies need to reimagine their stores. In the new reality, they can run targeted marketing offers in-store, upselling and cross-selling buyers offline as if they were online.

Displayforce.ai acts as a mediator to bring Store as Media to life by providing autonomous performance and audience-based marketing, but offline. By analyzing shoppers’ interests, such as a specific product or category, and considering the person’s appearance, Displayforce.ai triggers store screens to display personalized content while continuously calculating the engagement. Any type of media player can power the screens. As a golden partner of Intel, Displayforce.ai recommends using Intel processors for smooth performance.

Any situation—from new pricing or promotions to different weather—can trigger a smart algorithm to change the campaign autonomously. For example, an ad for a sunglasses brand will only be shown when it is sunny. If needed, the smart system can generate dynamic content in real time involving third-party data, like data from an e-commerce platform.

The best part is complete automation of brand-retailer relationships; brands can get direct access to audience-based self-service DSP to run their ads.

Elements of autonomous online marketing now accessible for brick-and-mortar stores include:

• Auto-generated marketing messages
• Trigger-based marketing messages
• Auction-based bidding for brands in self-service DSP
• CPM (cost per mile) and CPV (cost per view) paying models
• Customer insights (audience portrait, behavior, engagement and marketing campaign efficiency) through computer vision

Activate in-store autonomous Salesforce by Displayforce.ai.

This article originally appeared on Business Reporter. Image credit: Courtesy of Displayforce.ai