Targeted Digital Signage and Content Management for Leading Greek CE Retailer

Understanding the Challenges and Setting Ambitious Goals

Athanasios Troupkos, Head of Digital Media at Dixons South-East Europe, explains the retailer’s vision:

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{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aec06e560a40ba41206f_ava_Kotsovolos.jpg|We are on a continuous journey to offer visitors and customers the best possible experience throughout all touchpoints. This is a major differentiator in our line of business, where retailers often sell similar, if not identical, products.}}

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To address the challenges of modern retail, Kotsovolos identified three primary goals for their partnership with DISPL:

1. Understanding the Offline Audience: Gaining insights into the demographics and behaviors of in-store visitors.

2. Implementing Targeted Promotions: Delivering real-time demographic targeting to provide personalized promotions.

3. Achieving Unified Management: Managing all digital promotional surfaces—from brand zone screens to sample devices—through a single, streamlined platform.

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The Power of DISPL’s Solutions

The collaboration began with pilot implementations in several stores, where DISPL’s technology demonstrated its ease of use and effectiveness.

According to Troupkos,

“Science is one of the many touchpoints within that flow. As people examine options, we’re able to display messages that truly make a difference at the point of sale, next to the product, at the moment of their final decision.

The ease of use and successful pilot led to scaling the solution across Kotsovolos' entire store network. Various targeting scenarios were tested, including demographic targeting and specific features like headwear, sunglasses, and facial hair. The solution was also implemented in brand zones, such as the Bang&Olufsen zone. Amidst the pandemic, DISPL helped Kotsovolos implement face mask detection and notifications. This level of granularity allowed Kotsovolos to adapt their messaging to meet the needs of individual customers in real time.

Troupkos elaborates, “DISPL was the way to go. It gave us the ability to move from mass timeline-based content to targeted messaging, focusing on the visitor and their needs rather than our communication plan. This transformation made us think differently about the role of the store—it became a medium in itself.”

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Scaling Success Across the Network

The success of the pilot stores led to rapid scaling across the entire Kotsovolos network. Within a few months, the solution expanded to 16 screens, with plans to reach 100 screens in the near future. “It was a really easy decision,” says Troupkos. “The deployment was simple, the solution was affordable, and it fundamentally changed how we approach in-store communication.”

However, the implementation wasn’t without its lessons. Initial placements of screens near store entrances revealed that strategic positioning within specific zones significantly impacted engagement. This insight has informed future plans to optimize screen placements for maximum customer interaction.

Customer-Centric Innovation in Action

The collaboration between Kotsovolos and DISPL has yielded impressive results, even without detailed metrics. The intuitive platform and the ability to seamlessly deliver tailored messaging have been key factors in the project’s success. Troupkos reflects on the transformation: “Getting the right message to the right people was just a few minutes away. The process was frictionless and straightforward. Seeing it happen in real time made us realize the true potential of targeted communication.”

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A Vision for the Future

As Kotsovolos continues to refine and expand its use of DISPL’s solutions, the retailer’s commitment to customer-centric innovation remains unwavering. By treating the store as a dynamic medium and leveraging cutting-edge technology, Kotsovolos is setting a new standard for in-store experiences in the retail industry.

Troupkos sums it up best:

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{{Quote|https://cdn.prod.website-files.com/6270f157923cfedd922e9299/67d5aec06e560a40ba41206f_ava_Kotsovolos.jpg|The role of the brick-and-mortar store is essential. It’s not just about selling products; it’s about creating a frictionless and personalized journey for every visitor.}}

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Through this groundbreaking partnership, Kotsovolos and DISPL are proving that the future of retail lies in blending technology with human-centric design.