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Device Plays Personalized Advertisements

Device Plays Personalized Advertisements

Jennifer Wang, Entrepreneur

The company is also beginning to offer clients real-time measurements on an analytics website. “Just like an online business gets immediate feedback on the number of hits, we can do the same with different displays in a bricks-and-mortar store,” Sharma says. “This way, retailers can change displays quickly and experiment to find out what works best for their individual needs.”

Merchandising firm YCD Multimedia is rolling out a digital media platform featuring video screens that play advertisements related to what people put in their shopping carts at points of sale. For instance, at the cash register at Aroma Espresso Bar (one of YCD’s clients), a woman buying a coffee might see a commercial for a scone on the monitor.

CEO Barry Salzman believes the retail environment of the future will integrate the ability to measure which promotions are working and which ones aren’t with the ability to act upon this information immediately. YCD’s platform allows retailers to cheaply measure, in real time, the performance of marketing campaigns and concept testing. This, he says, unlocks a realm of possibilities for retailers to try things depending on time of day and location. “Our clients can log onto our analytics website and see that promotion X got put up in a particular aisle at noon, and at 12:15, what’s happening at the cash register.”

Salzman adds that the initial capital investment that scares people away saves them money-and increases sales-in the end. “Once you get the system in place, you push a button and get everything at a minimal cost,” he says. “It will replace the waste of shipping and having to change posters and other static materials that may be outdated by the time you get relevant sales data.”

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