Audience Analytics and Targeted Signage for Effective Marketing and Employee Distribution of a Leading Distributor

ASBIS, a leading value-added distributor (VAD), is at the forefront of IT, IoT, and robotic solutions distribution across Europe, the Middle East, and Africa. With an impressive annual revenue surpassing $3 billion, ASBIS represents over 250 globally renowned brands, including Apple, Bang & Olufsen, and Logitech. The company not only excels in distribution but also invests heavily in its network, operates premium retail stores, and develops its own product lines. Operating in 65 countries, ASBIS maintains a robust infrastructure with 34 regional offices and 4 strategically located distribution centers, ensuring seamless operations and swift delivery.

In this interview, Elizaveta provides an in-depth look at how Premium Brands leverages audience analytics, including insights from DISPL, to reshape marketing strategies and enhance operational efficiency, setting a benchmark for the integration of data-driven solutions in the retail sector.

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S.G.: Elizaveta, it’s a pleasure to have you with us today. ASBIS has achieved remarkable results by strategically leveraging data. Could you share how you’re utilizing audience analytics to drive daily operations and achieve such impactful results?

E.L: Audience analytics is absolutely central to how we operate. It gives us insights that shape our daily decisions and helps us refine our strategy in three key areas: traffic and customer portrait analyses, staff allocation, and customer engagement.

{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aebf748485a56d184ef3_ava_Asbis_PB.jpg|"We use audience analytics data to fine-tune both offline and online campaigns, as well as to evaluate their effectiveness after completion."}}

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S.G.: Let’s start with traffic and customer portrait analyses. How does audience data help you better understand customers of your brands?

S.K: DISPL allows us to track traffic patterns and analyze customer demographics like age and gender, among other characteristics. This data helps us identify who our actual audience is and whether our marketing efforts are reaching them effectively. We use audience analytics data to fine-tune both offline and online campaigns, as well as to evaluate their effectiveness after completion.

For example, when targeting a younger demographic, we can monitor shifts in our customer base and adjust both our online and offline marketing campaigns accordingly. This process ensures that our strategies are not only reaching the intended audience but are also resonating with them.

We also leverage this data to enhance sales, drive customer engagement, and make informed decisions about staff allocation.

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S.G.: Moving on to staff allocation—how does analytics come into play in managing your team effectively?

E.L: Analytics have transformed how we schedule staff. Initially, we assumed weekends would see the most traffic and staffed accordingly. However, DISPL revealed unexpected peaks during weekdays, which we hadn’t accounted for. By realigning staff schedules with these insights, we can effectively distribute our budget without losing sales.In mono-brand stores, we can ensure that our luxury customers receive the highest quality of service with enough employees available.

For consumer electronics stores, we have a team of promoters, ad-hoc sales managers, who travel between stores. Of course, keeping this workforce is a pretty expensive investment for us and our partner brands. We must decide when and where to send them, how to quantify their results and determine return on investment.

Usually, it is much harder than just analyzing sales data, you have to count the amount and socio-demographic composition of traffic the brand zones get. This level of insight allows us to determine the best times to assign a promoter to stimulate sales. Additionally, we can analyze their performance, which gives us an understanding of how effectively our budget was spent. Promoters who rotate between stores are not always reliable, but DISPL data enables us to monitor whether they were present at their designated workplace when needed and if they actively engaged with customers.

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S.G.: What about customer engagement? How does audience analytics enhance the in-store experience?

E.L: This is our favorite part. By combining analytics with targeted digital signage, we create highly personalized and engaging in-store experiences - this is one of the major marketing channel for us.

For example, according to the data collected we know that the majority of visitors are women, plus we know their purchasing statistics. We can launch display promotions for women-focused products or even for most purchased ones. Similarly, for a younger demographic, it might highlight gift ideas that resonate with them.

What’s brilliant is how we can maintain engagement even on days without promoters. The targeted signage draws customers into our brand zone, introducing them to products effectively. This approach saves us thousands of dollars while delivering exceptional results. It’s about using data to engage customers in the most effective way possible.

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S.G.: It sounds like DISPL’s audience analytics is not just a tool, but a strategic asset for Premium Brands. Any final thoughts on how this has shaped your operations?

E.L: Absolutely. Audience analytics has given us the ability to understand our customers better, act on insights, and continuously improve. It’s not just about the data—it’s about how we use it to create a seamless, engaging experience for our customers while optimizing our operations and budget. This combination has been a game-changer for us.

{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aebf748485a56d184ef3_ava_Asbis_PB.jpg|"This approach saves us thousands of dollars while delivering exceptional results."}}