EYE on RETAIL: Signage that speaks
Three Chevron ExtraMile stations in San Diego, Millbrae, Calif. and Vancouver, Wash., are taking customer engagement in a new direction.
A test program combines the high visual impact of 4K UHD Samsung Smark Signage Displays with a data-driven content strategy to attract and grab the attention of in-store shoppers.
“Stores today need to deliver interactive experiences to engage with the digital-savvy shopper,” said Sara Grofcsik, executive director of U.S. commercial sales, Samsung Electronics America. “However, it’s difficult to meet current expectations for dynamic content with traditional signs and banners. This approach combines digital signage and real consumer data to reach customers at the right time with the right message. Customers stay up to date on hot products and deals, and this helps them keep coming back to ExtraMile stores for more.”
This pilot program introduces digital humans to assist customers in the San Diego ExtraMile store. “Sam the Sommelier” is a hyper-realistic generative AI-powered virtual being that can interact with customers via voice or live chat through an app and provide recommendations for wine pairings with their food purchases. Customers can learn about each wine’s tasting notes, take a quiz to find their ideal bottle and get immediate assistance to complete their transaction – all through a natural conversation with this virtual being.
The participating ExtraMile stores will use displays that feature an ultra-slim design to fit comfortably within each store’s existing environment while offering fresh and relevant merchandising content.
This relationship will also allow Chevron Stations Inc. to manage and distribute a dynamic mix of content. This content includes:
- Sprinklr Social: AI-powered social media interacts with ExtraMile shoppers through social media campaigns, such as online polls about their favorite soft drink flavors. This data about consumer preferences will help CSI in their merchandising decisions. Bridging the online and physical world, Samsung displays showcase the results to encourage customer interactions with the ExtraMile brand and drive product sales.
- IBM Weather: Real-time local weather forecast information supports intelligent triggers for weather-appropriate content and promotional offers. For instance, if the forecast projects a week of sunshine ahead, the CMS automatically triggers a promotion for car washes.
