Collaborative digital marketing effort aims to lure customers | Retail Customer Experience

Broadsign, developer of an OOH marketing platform, has teamed with visual solutions company Gable; managed network services, cybersecurity, and digital signage solutions provider SageNet and digital signage hardware developer Seneca to provide an end-to-end in-store digital marketing platform for multi-brand retailers, according to a company press release.

The combination is aimed to help retailers improve the shopper experience and open up revenue from omnichannel advertisers wanting to extend audience messaging to the point of purchase.

Retailers can use the solution to automate the delivery of tailored messaging across in-store displays, extend omnichannel messages into the store, and use customer loyalty and other data to inform contextual storytelling that influences purchases.

The combined solution includes:

“Retailers often have untapped in-store space that’s prime for digital displays and access to customer data that can be used to make the shopping experience more dynamic. At the same time, in-store marketing networks have become increasingly attractive to brands looking to extend omnichannel messaging to the point of purchase,” Karim Kanji, Broadsign’s sales director, said in the release. “We’ve teamed with Gable, SageNet, and Seneca to deliver an in-store marketing platform that’s easy to deploy and manage. Retailers can use it to drive more innovative shopping experiences and new revenue, while brands can take advantage of in-store display inventory to reach their core audiences.”

“Retail brands today are constantly looking for ways to create a seamless integration of digital during the purchase process in the aisle. Together, Broadsign, Seneca, and Gable create a sustainable and maintainable solution while allowing retailers and brands to focus on the outcome, not on the individual pieces or how to support the technology,” IV Dickson, VP of Digital Experience for SageNet, said in the release. “Brands want and need to focus on their business objectives, and this ecosystem provides them with a deployment-ready arrow in their quiver, to create immediate value for the end customer.”

Broadsign powers more than 187,000 digital screens in airports, shopping malls, health clinics, transit systems and more. The company has helped brands like Pepsi, Turkish Airlines, The UFC, Unilever, Volkswagen, John Lewis and more launch successful programmatic DOOH campaigns.

Gable specializes in developing custom solutions in both digital and static signage. Customers include Starbucks, USPS, Simon Property Group, and MGM Resorts.

SageNet is a managed services provider specializing in connectivity, cybersecurity and digital signage. SageNet’s customer base includes retail, financial, healthcare, utilities and energy organizations. SageNet manages communications for more than 220,000 endpoints. Headquartered in Tulsa, Oklahoma, SageNet has regional offices in Washington, D.C., Atlanta, Philadelphia, Chicago and Toronto.

Seneca, an Arrow Electronics company, offers media players to support projects ranging from single displays to interactive kiosks, digital menu boards and 4K video walls.

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