At Integrated Systems Europe (ISE) 2018, the largest display trade show in Europe, held last month, Samsung Electronics introduced a host of next generation SMART signage solutions poised to bring about the shopping experience of the future for consumers. Particularly, Samsung highlighted the potential application of its new technologies to the hypermarket, fashion and food and beverage (F&B) shopping sectors.
The Evolution of Digital Signage
The topic of the ‘omni-channel’ has circulated around the shopping-industry for many years. Omni-channel is a service that allows consumers to search and buy for products on various channels including online, offline and mobile. The one (or ‘omni’) channel combines characteristics of discrete distribution channels to offer a seamless experience of shopping on one marketplace, despite the inherent differences of on- and off-line shops. To support this shift, digital signage technology has also been rapidly evolving.
One example, demonstrated at ISE 2018, is Samsung’s SMART signage ‘MagicInfo’ solution. Based on the data on purchasing behavior by time of the day, customer-tailored analysis as well as customer interaction in the store, the solution provides tailored advertisements and information on products for customers. For stopres, it will help enable more effective store display and inventory management based on analysis of products that each customer is interested in throughout the store. At its booth at ISE, Samsung showcased the potential application of the solution to three key shopping spaces, the hypermarket, fashion and F&B.
No-Hassle Searching for Better Deals in the Hypermarket
In current and future hypermarkets, use of Near Field Communication (NFC) tags will be central. NFC tags provide shopping information that customers need through a simple tag of their smartphones. For example, customers can check-in on the day’s sale items, specially priced products, and other price information. As customers move throughout a market, stores will utilize large signage LED screens to display ads. Combined with ‘MagicInfo’, sensors throughout the store will potentially be able to recognize customer faces, and provide tailored advertisements on the signage screens based on customer information. After finishing shopping, customers will be able to use a barcode reader and self-checkout function through a smart solution at the checkout counter.
Let’s picture today’s large stores. There are various flyers for items on sale, as well as other banners and ads everywhere. Soon, however, the MagicInfo solution and SMART signage may take their place. Because the solution adopts a central control method, store managers will not have to install and collect advertisements by themselves. Also, stores will be able to employ more effective, targeted advertisements displaying different products for different customers, based on individual shopping routes and preferences. Finally, maintaining advertisements will become far more efficient.
Fashion and Cosmetic Information at Your Fingertips
In the potential fashion or cosmetic store of the future, with Samsung SMART signage solutions and MagicInfo, a user could encounter a cosmetic display at store entrance. Once a camera on the display gathers information on which products the particular customer may be most interested in, the display will show relevant information about the products. The user will also receive various other information such as the main ingredients, price and make-up style of the cosmetic products.
In short, with MagicInfo, stores will be able to provide more tailored shopping experience for consumer, as well collection of more detailed preferences of customers, allowing more effective store management and monitoring.
Choosing Food, Smarter
For the F&B space, MagicInfo offers the possibility of diverse smart functions. For example, at a restaurant or cafeteria, when customers select their food choice from the product display, the display screen will provide information about the food, including price and even nutritional information. Also, NFC tagging will give easy access to sales and special event information.
In the areas described above, it is clear that the scalability of Samsung’s MagicInfo and other smart signage solutions is limitless. And at ISE 2018, Samsung demonstrated that these technologies of our imaginations and the movies are far closer than we realize. In the near future, the shopping experience as we currently know could dramatically change. It will be exciting to see what’s next, with Samsung committed to making a better experience for consumers everywhere, the reality.