Breezy × DISPL: How Data-Driven Insights Elevate Trade-In Retail 

To explore how Breezy is transforming customer engagement, Serge Gale, CEO of DISPL, sat down with Andrii Kosar, CEO of Breezy, to discuss their approach to digital signage, analytics, and interactive retail solutions.

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S.G.: Tell us more about Breezy and why you decided to work with DISPL.

A.K.: If you look at a shelf full of smartphones, they all appear as black rectangles – indistinguishable to the average customer. Demo content could help highlight specific models, but we wanted something more interactive. Our goal was to create a retail experience that actively engages consumers.

The idea was to create highly visible, interactive islands that not only showcase high-quality products but also drive online and in-store purchases. By integrating DISPL, we ensured that devices respond to customer attention—capturing their interest, displaying relevant information, and prompting actions such as watching a promotional video or signing up via email. This engagement helps us attract customers while collecting valuable data for future online interactions.

For us, this solution was a perfect match—10 out of 10 in meeting our needs. Beyond playing promotional videos and capturing leads, DISPL also provides deep insights into customer engagement, tracking which models attract the most interest based on gender, age, and browsing behavior. This has been a game-changer in our approach to retail analytics.

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S.G.: Breezy has a unique business model. How do you handle analytics across multiple devices?

A.K.: This has been a challenge. Since all our display units are also available for sale, products are constantly moving between locations. Customers may order online and pick up from different stores, so we can’t attach a DISPL player to a single device.

We’re currently working with the DISPL team to develop a solution that isn’t tied to specific product placements. Instead, we’re implementing a network-based approach where any device, regardless of its location, can be automatically recognized and tracked. Additionally, rather than focusing on individual product models, we now analyze the broader performance of the entire Breezy iSland, tracking traffic flow and customer interaction patterns.

For example, we analyze which sections of an island generate the most engagement, helping us optimize product placements and promotional strategies. Tablets integrated into the setup not only display dynamic content but also serve as lead-generation tools—offering customers discounts in exchange for their contact information.

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S.G.: You’re leveraging digital content across tablets and smartphones. How does this contribute to branding and sales?

A.K.: It’s essential for brand awareness. We now use all available screens—including the devices on display—as advertising platforms. This minimizes our reliance on large external displays while maximizing engagement. The ability to centrally update content across multiple locations is a huge advantage, especially for nationwide promotions.

For example, if a promotion changes in one location but remains active in another, we can instantly adjust content from our headquarters. This level of control is crucial for multi-location retailers like us.

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S.G.: Beyond content, why is traffic measurement so critical for Breezy?

{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aebf83c0ed0c6cec9a80_ava_breezy.jpg|Our islands are placed in malls with varying rental costs—some locations cost $1,000 per month, while others exceed $5,000. Understanding foot traffic and conversion rates is vital for optimizing our expenses.}}

When expanding across Kazakhstan, our management needed to answer a key question: Why does one location succeed while another struggles? The starting point is always customer interaction. Are visitors noticing our displays? How are they engaging? Is our business model efficient in different environments?

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S.G.: How does DISPL help you answer these questions?

A.K.: There are two ways to collect data—manually, by stationing staff to observe customer behavior, or automatically, using real-time analytics. The latter is significantly more reliable and cost-effective.

Retail is detail, so even minor adjustments, like repositioning an island or rearranging product placements, can impact sales. DISPL provides precise data that helps us optimize these factors.

S.G.: As CEO, how important is transparency in tracking each Breezy iSland’s performance?

A.K.: It’s crucial. We integrate all our data into Power BI, where we track everything in real time. This approach has already helped us optimize advertising budgets, cutting unnecessary spending while maintaining sales volumes. The same applies to DISPL—we pull data via API into our BI systems, allowing us to map out customer journeys from initial online interactions to final in-store purchases.

For example, we recently launched a new premium screen protector brand. To gauge its effectiveness, we need to measure customer engagement and conversion rates. While we can check sales figures, true retail success depends on understanding every stage of the customer journey.

{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aebf83c0ed0c6cec9a80_ava_breezy.jpg|Without measurable data, decision-making becomes guesswork. What we don’t measure, we can’t manage.}}

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S.G.: That makes a lot of sense! How does audience profiling impact your marketing efforts?

A.K.: It’s a key advantage. We already have audience insights from Google Analytics and online lead forms, but now we also have data on offline foot traffic at our retail islands. This allows us to refine our marketing strategies—targeting online ads more effectively and tailoring in-store campaigns for different locations. In some malls, our audience may differ from others, so we can personalize our approach based on actual customer demographics. A personalized experience makes customers feel valued and improves engagement.

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S.G.: Looking ahead, how do you see analytics evolving within Breezy?

A.K.: We’re developing a fully integrated system where everything connects:

• DISPL-powered analytics and content management for Breezy iSlands
• iPads for customer engagement and lead collection
• POS screens for tracking purchases and sales conversions
• Seamless integration between offline and online customer data

This holistic approach will enable us to optimize every aspect of our retail operations—from product placement and engagement strategies to sales forecasting and marketing performance.

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Conclusion

By combining interactive digital signage, real-time analytics, and strategic customer engagement, Breezy has created a data-driven retail experience. Their partnership with DISPL exemplifies how smart technology can drive both brand visibility and sales performance. As Breezy continues to expand, their commitment to data transparency and personalized marketing will ensure they remain at the forefront of retail innovation.