Hello everyone, we will share the good news with you - we have updated our single personal account for all IDESK products.

What's New:

1. Design - Nice Colors

2. Restructuring - a more convenient arrangement of menu items, more intelligible names of menu items for easy navigation

3. Added the ability to upload pictures and video files to one playlist

4. Made a constructor for creating and publishing pictures (advertising banners) on your screens

5. Updated the schedule settings for promotional materials

If you want to try in test mode our personal account and also our Digital Signage solution on your TV / screen / phone / tablet on OS Android, leave a request in the form on our website and you will also receive a presentation of our solutions with a description their capabilities.

Read completely

Touch devices (info kiosks) - a means of increasing customer loyalty and ... a tool for direct increase in profits. Moreover, this applies not only to hotels, airports, etc., where they are used as a means of obtaining information / navigation, but also to shops!

For example, a client brings a barcode to a reader and receives all the necessary information about the product. Or flips through a digital catalog and can find out if, for example, this or that size is on sale. And while this function is inactive, the retail terminal acts as an advertising platform, displaying information about the promotions, the goods / groups of goods you need. The kiosk doesn’t mean anything, a displeased person doesn’t grimace, you don’t need to run around the store in order to ask something. Great for introvert buyers.

Read completely

Inventing a bicycle: explain how to calculate the effectiveness of Digital Signage

The Digital Signage system in Russia was in a strange situation. A professional marketer does not need to confirm its effectiveness (dozens of foreign studies with lots of numbers and graphs speak about this), but the client wants clear evidence, and there are almost none. Although DS in our country did not appear yesterday, and it would seem. The problem is that Russian market participants are in no hurry to share their growth indicators. Therefore, domestic statistics in this area do not exist. However, methods for evaluating the effectiveness of Digital Signage are universal. Let's try to reveal them in more detail:

But still, let's start with foreign numbers. According to these studies:

  1. - 63% of visitors to shopping centers, cultural institutions and medical facilities that use such technologies say that they attract attention; about 30% of visitors consider digital menus and menuboards to directly affect their decision to purchase a particular product;
  2. - 42% of customers prefer to shop in stores equipped with displays with Digital Signage;
  3. - DS reduces the time that the buyer realizes as "queuing time" (at the checkout, in the fitting room, to the doctor, etc.) by 35%, including due to the entertainment content that is broadcast on video displays;
  4. - Digital Signage increases sales by 31.8% because the correct distribution of content affects the speed of decisions made by the buyer;

There are quite obvious performance indicators: an increase in the average check for a certain time, an increase in sales of specific goods or product groups, an increase in sales of goods that were not previously popular, an increase in the popularity of promotional offers, an increase in traffic, etc. Calculating these KPIs is quite simple, again, using DS: for example, by installing monitors at the entrance so that they can track traffic, introducing a video analytics system with age and gender criteria for people watching ads.

But Digital Signage is used not only in retail, and how to calculate the level of customer loyalty in this case? Here come to the rescue ... good old polls. Is the content clear? Did he help with the selection of products? Did the client learn anything new about the product through the DS panels? Answers will help adjust the content used for demonstration on video panels. The main condition is that polls should be regular, and questions should be concise and clearly worded.

You can resort to another method of questioning. This is the method of Frederick Reicheld - calculation of NPS (Net Promoter Score, net support index). The customer is asked one question, and the answer should show the degree of his loyalty to the product / brand. For example: “Are you ready to recommend it to your family (friends, colleagues)?”, The answer is proposed to be selected on a 10-point scale from 0 to 10. 0 in this scale is “not ready at all”, 10 - “I will recommend it” . The answers are grouped into three parts: 0-6 points - critical customers, 7-8 points - neutral consumers, 9-10 points - loyal consumers. The net support index is calculated as follows: NPS = percentage of loyal — percentage of critics. If you go to zero or minus, then something is not right in the “Danish kingdom”. This method can be used both in order to calculate the level of loyalty in general, and in order to understand how much Digital Signage affects this loyalty. In the latter case, you need to compare the results in outlets that are not equipped with video panels and equipped with them.

Also, the easiest and most digitized way of analyzing the effectiveness of advertising campaigns is the introduction of markers: codes (QR, code word, code sets of letters, etc.) that will give a discount, and at the same time you can get the most reliable number of orders with advertising company thereby calculating the ROI from the implementation of the Digital Signage system.

But in general, you need to understand that, in addition to a short-term result, Digital Signage always has a delayed effect. Namely, the impact on the image. That is, the presence of modern digital systems in the retailer’s arsenal forms the image of the company that meets the most urgent consumer needs. In the end, this also has a rather powerful effect on capitalization - it just does not immediately become noticeable.

Read completely
How to understand how the installation of Digital Signage influenced customer loyalty? With trade, it’s more or less clear: the average bill is increasing - everything is ok. But maybe he could grow even more? And if it’s not about trade - about museums, hotels, medical facilities, where DS panels, for example, are used as a navigation element? Questioning is the key to evaluating effectiveness. Is the content clear? Did he help with the selection of products? Did the client learn anything new about the product through the DS panels? Answers will help adjust the content. The main condition is that polls should be regular, and questions should be concise and clearly formulated.
Read completely
An important advantage of Digital Signage is the ability to build a large-scale network consisting of many unique segments. Each segment is a separate content for each specific point of sale. Take retail as an example: if our goal is maximum efficiency (and this, of course, is a universal goal), the content, by definition, cannot be the same for a bedroom district, or a historical center, or a business center. Imagine how in this case to build an advertising strategy using traditional static media - these are hundreds of banners to be replaced when promotional offers appear, on the eve of the holidays, with the onset of the new season, etc. What more in-depth targeting (depending on gender, age of buyers, etc.) can be discussed here? But DS allows you to easily take into account these and dozens of other nuances - and now you turn into a magician, who jokingly can juggle content as needed for the best result. Without digital technology, NEVER do it.
Read completely
How to calculate the effectiveness of Digital Signage? Of course, a large number of factors influence the sales curve, and digital solutions are not a magic wand. DS can be compared with an old violin (ok, let it be Stradivarius): a talented musician will extract magical sounds from it, a person without hearing - you know what. But the digital “Stradivarius” also has visible KPIs: this is an increase in the average check for a certain time, an increase in sales of specific goods or product groups, an increase in sales of goods that were not previously popular, an increase in the popularity of promotional offers, an increase in traffic, etc. But you need to understand that in addition to the short-term result, this system ALWAYS has a time delay. Namely, the impact on the image, which turns into a separate marketing strategy. That is, the presence of modern digital systems in the retailer’s arsenal forms the image of the company that meets the most urgent consumer needs. In the end, this also has a rather powerful effect on capitalization - it just does not immediately become noticeable.
Read completely
There are three main problems in the preparation of content that we always pay attention to. The first is an attempt to make the content at random. One must accept the fact that when using DS, it is not the store or DS that sells. And it sells the content. Around the content should line up the entire marketing policy. The second problem is that there is no desire to target content. Everyone understands that if you turn to the “Everyone” screen, it means turning to “No one.” But stubbornly continue to distribute the same content throughout the network. If you show the same offers at the same time in stores in different areas, this will give an extremely low result. Because in these areas a completely different audience lives, and they start and end their day at different times. You should pay more attention to content policy and message targeting when building communications with customers. The third problem is the difficulty in preparing huge amounts of content on the network. When you need to increase sales, difficulties begin. The average store is 2000–3000 SKUs; you cannot create several templates; to speed up the placement of shares, you need to use the IDESK advertising designer. This greatly simplifies the preparation and placement of promotional positions.
Read completely
Good morning, we continue a series of posts on the use of #digitalsignage in retail stores To achieve the maximum effect of advertising campaigns, it is advisable to use medium-sized screens - from 32 to 55 inches At the same time, they should be vertical, since most consumers perceive advertising on horizontal planes as information noise. With proper placement, the percentage of visitors interested in broadcast advertising can reach 100%. The video shows an example of using digital signage in #retail
Read completely
Let's continue about #digitalsignage If we add airtime sales to brands from the current outlet, this will be an additional point of monetization of the network of screens. One study of the introduction of DS in retail shows that 20% of shoppers make unplanned purchases in a store after they see this product on the screen inside the store. And also by 33% increase repeat sales. At the same time, 70% of companies using such solutions say that DS is the most effective marketing tool. Today we can compare, for example, the fact that the product was shown on the screen with the fact of its purchase, by analyzing the sales of this product / group of goods.
Read completely
#digitalsignage and its application in retail. Sales management based on analysis of statistics on purchases, a portrait of target audience, and targeting. After analyzing the data and dividing all customers into segments, you can build a media strategy. It determines in what proportion of the total airtime what content needs to be shown in order to achieve maximum efficiency. For example, if a person (or segment) visits a store on Wednesday evening and Saturday morning, there is no point in showing ads for him on other days, as well as showing content that is not of interest to him. We know the approximate composition of the population around the store, the number of children, men and women living in the area, as well as their average earnings. All this information must be used when creating advertising content. Of course, a decision should not be made once and for all. Analysts may suggest that on Sunday morning only women visit the store and prepare supposedly interesting content for them. However, in practice this assumption may be erroneous. By the way, sometimes three days are enough to achieve the desired effect - subject to standard traffic.
Read completely
We continue our series of articles on using Digital Signage in #foodretail If you try to dig deeper, you can calculate an approximate grocery basket of each customer segment. Such an analysis is likely to show that only 20% of the audience buys some products from this basket. Consequently, with the right approach and use of digital advertising, the retailer has the ability to target these products and thereby increase the average bill.
Read completely

Continuing our series of articles on managing visitor attention using Digital Signage technology.

No one will argue with the fact that a hungry person, especially if it is a man, you can sell anything in the evening. The main thing is to present this product deliciously. And if we see that in the region of 19: 00–20: 00 in the store there are 70% of men and 30% of women, it makes sense to display advertisements specially prepared for the male audience.

- Based on the analysis of food baskets and gender / age and other parameters, segment advertising content on screens, build a strategy for temporary targeting, etc.

The following content can be displayed online: store shares / affiliates, advertising content, targeted product offering, targeted promotional offers, offering new products and popular products, offering related products, bundles and cross-selling, as well as basket products segments. In addition, with the help of digital advertising, you can conduct A / B testing of new offers in real time, as well as “squeeze” products that are often refused.

Read completely
We continue our series of articles on managing visitor attention using Digital Signage technology. No one will argue with the fact that a hungry person, especially if it is a man, you can sell anything in the evening. The main thing is to present this product deliciously. And if we see that around 19: 00–20: 00 in the store there are 70% of men and 30% of women, it makes sense to display advertisements specially prepared for the male audience. - Based on the analysis of food baskets and gender / age and other parameters, segment advertising content on screens, build a strategy for temporary targeting, etc. The following content can be displayed online: store shares / affiliates, advertising content, targeted product offer, targeted promotional offers, offer of new products and popular products, offer of related products, bundles of goods and cross-selling, as well as products from segment baskets. In addition, using digital advertising, you can conduct A / B testing of new offers in real time, as well as “squeeze” products that are often refused.
Read completely
We continue to share, in a series of articles, our experience in integrating Digital Signage (DS) in the food retail segment, how DS can help maximize profits: Broadcasting promotional dynamic content with the “participation” of certain types of goods and services involves the buyer in the selection process and increases the average time visiting a point of sale - For example, broadcasting a video with all the promotional daily consumption goods, pushing the buyer to buy “PROKROK”. - For example, broadcasting advertising of a promotional item and a route indicator to a department / rack launches a customer on the route necessary to increase sales, etc.
Read completely
We want to share, in a series of articles, with you our experience in integrating Digital Signage (DS) in the food retail segment, how DS can help maximize profits: Along with advertising functions, the interactive content management system provides informing visitors and navigating the facility that allows you to: - Form visitors' routes to the desired points of the store, for example, to the rack of promotional products, to the department with the most marginal goods, focusing customer attention on specific models. More in the following articles.
Read completely
Show more

Inventing a bicycle: explain how to calculate the effectiveness of Digital Signage

The Digital Signage system in Russia was in a strange situation. A professional marketer does not need to confirm its effectiveness (dozens of foreign studies with lots of numbers and graphs speak about this), but the client wants clear evidence, and there are almost none. Although DS in our country did not appear yesterday, and it would seem. The problem is that Russian market participants are in no hurry to share their growth indicators. Therefore, domestic statistics in this area do not exist. However, methods for evaluating the effectiveness of Digital Signage are universal. Let's try to reveal them in more detail:

But still, let's start with foreign numbers. According to these studies:

  1. - 63% of visitors to shopping centers, cultural institutions and medical facilities that use such technologies say that they attract attention; about 30% of visitors consider digital menus and menuboards to directly affect their decision to purchase a particular product;
  2. - 42% of customers prefer to shop in stores equipped with displays with Digital Signage;
  3. - DS reduces the time that the buyer realizes as "queuing time" (at the checkout, in the fitting room, to the doctor, etc.) by 35%, including due to the entertainment content that is broadcast on video displays;
  4. - Digital Signage increases sales by 31.8% because the correct distribution of content affects the speed of decisions made by the buyer;

There are quite obvious performance indicators: an increase in the average check for a certain time, an increase in sales of specific goods or product groups, an increase in sales of goods that were not previously popular, an increase in the popularity of promotional offers, an increase in traffic, etc. Calculating these KPIs is quite simple, again, using DS: for example, by installing monitors at the entrance so that they can track traffic, introducing a video analytics system with age and gender criteria for people watching ads.

But Digital Signage is used not only in retail, and how to calculate the level of customer loyalty in this case? Here come to the rescue ... good old polls. Is the content clear? Did he help with the selection of products? Did the client learn anything new about the product through the DS panels? Answers will help adjust the content used for demonstration on video panels. The main condition is that polls should be regular, and questions should be concise and clearly worded.

You can resort to another method of questioning. This is the method of Frederick Reicheld - calculation of NPS (Net Promoter Score, net support index). The customer is asked one question, and the answer should show the degree of his loyalty to the product / brand. For example: “Are you ready to recommend it to your family (friends, colleagues)?”, The answer is proposed to be selected on a 10-point scale from 0 to 10. 0 in this scale is “not ready at all”, 10 - “I will recommend it” . The answers are grouped into three parts: 0-6 points - critical customers, 7-8 points - neutral consumers, 9-10 points - loyal consumers. The net support index is calculated as follows: NPS = percentage of loyal — percentage of critics. If you go to zero or minus, then something is not right in the “Danish kingdom”. This method can be used both in order to calculate the level of loyalty in general, and in order to understand how much Digital Signage affects this loyalty. In the latter case, you need to compare the results in outlets that are not equipped with video panels and equipped with them.

Also, the easiest and most digitized way of analyzing the effectiveness of advertising campaigns is the introduction of markers: codes (QR, code word, code sets of letters, etc.) that will give a discount, and at the same time you can get the most reliable number of orders with advertising company thereby calculating the ROI from the implementation of the Digital Signage system.

But in general, you need to understand that, in addition to a short-term result, Digital Signage always has a delayed effect. Namely, the impact on the image. That is, the presence of modern digital systems in the retailer’s arsenal forms the image of the company that meets the most urgent consumer needs. In the end, this also has a rather powerful effect on capitalization - it just does not immediately become noticeable.

Read completely
How to understand how the installation of Digital Signage influenced customer loyalty? With trade, it’s more or less clear: the average bill is increasing - everything is ok. But maybe he could grow even more? And if it’s not about trade - about museums, hotels, medical facilities, where DS panels, for example, are used as a navigation element? Questioning is the key to evaluating effectiveness. Is the content clear? Did he help with the selection of products? Did the client learn anything new about the product through the DS panels? Answers will help adjust the content. The main condition is that polls should be regular, and questions should be concise and clearly formulated.
Read completely
An important advantage of Digital Signage is the ability to build a large-scale network consisting of many unique segments. Each segment is a separate content for each specific point of sale. Take retail as an example: if our goal is maximum efficiency (and this, of course, is a universal goal), the content, by definition, cannot be the same for a bedroom district, or a historical center, or a business center. Imagine how in this case to build an advertising strategy using traditional static media - these are hundreds of banners to be replaced when promotional offers appear, on the eve of the holidays, with the onset of the new season, etc. What more in-depth targeting (depending on gender, age of buyers, etc.) can be discussed here? But DS allows you to easily take into account these and dozens of other nuances - and now you turn into a magician, who jokingly can juggle content as needed for the best result. Without digital technology, NEVER do it.
Read completely
How to calculate the effectiveness of Digital Signage? Of course, a large number of factors influence the sales curve, and digital solutions are not a magic wand. DS can be compared with an old violin (ok, let it be Stradivarius): a talented musician will extract magical sounds from it, a person without hearing - you know what. But the digital “Stradivarius” also has visible KPIs: this is an increase in the average check for a certain time, an increase in sales of specific goods or product groups, an increase in sales of goods that were not previously popular, an increase in the popularity of promotional offers, an increase in traffic, etc. But you need to understand that in addition to the short-term result, this system ALWAYS has a time delay. Namely, the impact on the image, which turns into a separate marketing strategy. That is, the presence of modern digital systems in the retailer’s arsenal forms the image of the company that meets the most urgent consumer needs. In the end, this also has a rather powerful effect on capitalization - it just does not immediately become noticeable.
Read completely
There are three main problems in the preparation of content that we always pay attention to. The first is an attempt to make the content at random. One must accept the fact that when using DS, it is not the store or DS that sells. And it sells the content. Around the content should line up the entire marketing policy. The second problem is that there is no desire to target content. Everyone understands that if you turn to the “Everyone” screen, it means turning to “No one.” But stubbornly continue to distribute the same content throughout the network. If you show the same offers at the same time in stores in different areas, this will give an extremely low result. Because in these areas a completely different audience lives, and they start and end their day at different times. You should pay more attention to content policy and message targeting when building communications with customers. The third problem is the difficulty in preparing huge amounts of content on the network. When you need to increase sales, difficulties begin. The average store is 2000–3000 SKUs; you cannot create several templates; to speed up the placement of shares, you need to use the IDESK advertising designer. This greatly simplifies the preparation and placement of promotional positions.
Read completely
Good morning, we continue a series of posts on the use of #digitalsignage in retail stores To achieve the maximum effect of advertising campaigns, it is advisable to use medium-sized screens - from 32 to 55 inches At the same time, they should be vertical, since most consumers perceive advertising on horizontal planes as information noise. With proper placement, the percentage of visitors interested in broadcast advertising can reach 100%. The video shows an example of using digital signage in #retail
Read completely
Let's continue about #digitalsignage If we add airtime sales to brands from the current outlet, this will be an additional point of monetization of the network of screens. One study of the introduction of DS in retail shows that 20% of shoppers make unplanned purchases in a store after they see this product on the screen inside the store. And also by 33% increase repeat sales. At the same time, 70% of companies using such solutions say that DS is the most effective marketing tool. Today we can compare, for example, the fact that the product was shown on the screen with the fact of its purchase, by analyzing the sales of this product / group of goods.
Read completely
#digitalsignage and its application in retail. Sales management based on analysis of statistics on purchases, a portrait of target audience, and targeting. After analyzing the data and dividing all customers into segments, you can build a media strategy. It determines in what proportion of the total airtime what content needs to be shown in order to achieve maximum efficiency. For example, if a person (or segment) visits a store on Wednesday evening and Saturday morning, there is no point in showing ads for him on other days, as well as showing content that is not of interest to him. We know the approximate composition of the population around the store, the number of children, men and women living in the area, as well as their average earnings. All this information must be used when creating advertising content. Of course, a decision should not be made once and for all. Analysts may suggest that on Sunday morning only women visit the store and prepare supposedly interesting content for them. However, in practice this assumption may be erroneous. By the way, sometimes three days are enough to achieve the desired effect - subject to standard traffic.
Read completely
We continue our series of articles on using Digital Signage in #foodretail If you try to dig deeper, you can calculate an approximate grocery basket of each customer segment. Such an analysis is likely to show that only 20% of the audience buys some products from this basket. Consequently, with the right approach and use of digital advertising, the retailer has the ability to target these products and thereby increase the average bill.
Read completely

Continuing our series of articles on managing visitor attention using Digital Signage technology.

No one will argue with the fact that a hungry person, especially if it is a man, you can sell anything in the evening. The main thing is to present this product deliciously. And if we see that in the region of 19: 00–20: 00 in the store there are 70% of men and 30% of women, it makes sense to display advertisements specially prepared for the male audience.

- Based on the analysis of food baskets and gender / age and other parameters, segment advertising content on screens, build a strategy for temporary targeting, etc.

The following content can be displayed online: store shares / affiliates, advertising content, targeted product offering, targeted promotional offers, offering new products and popular products, offering related products, bundles and cross-selling, as well as basket products segments. In addition, with the help of digital advertising, you can conduct A / B testing of new offers in real time, as well as “squeeze” products that are often refused.

Read completely
We continue our series of articles on managing visitor attention using Digital Signage technology. No one will argue with the fact that a hungry person, especially if it is a man, you can sell anything in the evening. The main thing is to present this product deliciously. And if we see that around 19: 00–20: 00 in the store there are 70% of men and 30% of women, it makes sense to display advertisements specially prepared for the male audience. - Based on the analysis of food baskets and gender / age and other parameters, segment advertising content on screens, build a strategy for temporary targeting, etc. The following content can be displayed online: store shares / affiliates, advertising content, targeted product offer, targeted promotional offers, offer of new products and popular products, offer of related products, bundles of goods and cross-selling, as well as products from segment baskets. In addition, using digital advertising, you can conduct A / B testing of new offers in real time, as well as “squeeze” products that are often refused.
Read completely
We continue to share, in a series of articles, our experience in integrating Digital Signage (DS) in the food retail segment, how DS can help maximize profits: Broadcasting promotional dynamic content with the “participation” of certain types of goods and services involves the buyer in the selection process and increases the average time visiting a point of sale - For example, broadcasting a video with all the promotional daily consumption goods, pushing the buyer to buy “PROKROK”. - For example, broadcasting advertising of a promotional item and a route indicator to a department / rack launches a customer on the route necessary to increase sales, etc.
Read completely
We want to share, in a series of articles, with you our experience in integrating Digital Signage (DS) in the food retail segment, how DS can help maximize profits: Along with advertising functions, the interactive content management system provides informing visitors and navigating the facility that allows you to: - Form visitors' routes to the desired points of the store, for example, to the rack of promotional products, to the department with the most marginal goods, focusing customer attention on specific models. More in the following articles.
Read completely
Show more

Hello everyone, we will share the good news with you - we have updated our single personal account for all IDESK products.

What's New:

1. Design - Nice Colors

2. Restructuring - a more convenient arrangement of menu items, more intelligible names of menu items for easy navigation

3. Added the ability to upload pictures and video files to one playlist

4. Made a constructor for creating and publishing pictures (advertising banners) on your screens

5. Updated the schedule settings for promotional materials

If you want to try in test mode our personal account and also our Digital Signage solution on your TV / screen / phone / tablet on OS Android, leave a request in the form on our website and you will also receive a presentation of our solutions with a description their capabilities.

Read completely
Show more