HMY Digitalises Visual Communication Of Brands And Distributors In Stores
HMY, the international leader in global solutions and innovation for retail, has introduced digital signage solutions to achieve its goal of digitalising content and visual communication in stores.
Visual communication in stores is an element of differentiation in the physical shopping experience.
Thanks to new technologies in retail, it can become a tool that adds even more value to brands, distributors, and consumers, by moving from static content to audiovisual content, or even rich formats, like interactive content.
Digital Signage Solution
As such, the HMY platform configures a unique digital signage solution for retail, to display all types of audiovisual content comprising promotional, corporate, and commercial in real time, on store screens.
In this way, the brand or distributor can launch the most appropriate message for each screen, area or time, and customise it according to its location in the physical store or in the context of promotion.
The same platform enables the collection and display of segmented analytics of consumer behaviour in shopping spaces.
Directed in real time by the brand or distributor, the content can be programmed from HQ, directly through the store, or through HMY.
The programming can be done temporarily or perennially, by time slots, synchronised or specific to certain user interactions, giving the company full control over what happens in all its facilities at all times.
A Sales Boost In ‘Hot Spots’
HMY can transmit audiovisual content that can change, depending on all kinds of variables and interactions, thus tailoring the communication to the outlet’s sales needs.
The technology is also adaptable for various store formats and can be integrated into any piece of furniture or sales support area, making Digital Signage an ideal solution for ‘hot points of sale’, such as collection lines or catering and prepared-food areas, where sales staff can clarify consumer concerns, guide the purchase process, and show the latest offers.
Lorena Gómez Latorre, retail technology manager of HMY, affirmed, “Digital Signage allows brands and distributors to offer a unique and decidedly modern shopping experience, adapted to all customers, according to their purchasing flow and needs.
“We are already seeing very solid results with our clients in all sectors, especially those with a wide ‘menu’ or offer of products and services. This technology marks a true break in the evolution of the point of sale and is a reward for the work done by HMY’s almost 30 retail technology experts,” she explained.
Hypersegmented Content In Real Time, For Improved Shopping Experience
The digital signage offered by HMY offers many advantages for brands and distributors.
In the first place, the novelty of the format guarantees the customer’s attention. and the personalisation of the content offers a renewed shopping experience for customers.
Furthermore, the adaptation to the context of the space and the product reinforces the product’s message.
This technology helps to integrate the omnichannel marketing strategy in the sales space, improving the customer experience and purchasing processes while facilitating data capture.
In the physical space, the Digital Signage solution marks a break from traditional channels, offering greater effectiveness in the launch processes and increasing the visibility of products and services while reducing operating costs.
Finally, the use of all types of sensors – proximity, pressure, interaction with screens, cameras – in the digital signage management platform allows an analysis of segmented audiences and creates the possibility of adapting the contents according to customers present in the store, in real time.
A More Sustainable Renovation
The Digital Signage solution not only reduces the costs of traditional visual communication, but reuses existing screens, giving them new life and avoiding unnecessary obsolescence.
This is possible because of the combination of hardware that connects any screen to the Internet, and an open-source software platform that eliminates the need for travel and subsequent installations to modify visual communication.
HMY is the international leader in global solutions, with 360º vision and innovation for the retail industry.
The company has a 60-year history of offering comprehensive solutions for engineering, manufacturing and assembling furniture for retail, as well as consultancy, design and architecture services, site and project management, and technological solutions.
Through deep immersion and consumer analysis, HMY can anticipate the repercussions that trend changes and consumption habits will have for its customers.
HMY operates in 248 countries with more than 90 commercial offices to offer services, of global reach, to a wide variety of clients, brands, and retailers.
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