L.L.Bean is testing a new system that uses radio frequency identification (RFID) to determine when a shopper handles a specific product and then triggers a nearby video screen with information about the item, according to RFID Journal.
The article mentions how the deployment provides valuable input to make content on in-store screens more relevant. But even more value comes from not just reacting, but predicting. This is what dynamic optimization can provide.
Any source of shopper behavior that makes in-store digital signage more relevant gets retailers past the broadcast mentality of conventional deployments and adds value to the shopper experience. Taking the next step, correlating the plays to purchases, provides further valuable feedback to management. Continue reading