2p0 Blog

Full-stack digital agency based in London, Dubai and Barcelona made by a team who love creating tech-things | 2point0 Concepts

[2point0concepts]

Digital Signage: a brief introduction

The transition from static to digital is ongoing – digital is no longer nice to have: it’s a must. Consumers are now spending 70-80% of their waking hours on a mobile device creating a digital impression in the mind of the consumer.  Expectations are no longer static, they are moving, interactive and emotion-based. Brick and mortar retailers are adapting and are going to a newer level where people can interact with brands directly with a sense of touch. 

Digital signage facilitates an omni-channel shopping experience and plays an important role attracting customer attention by engaging digital messages and brand awareness. Offering a richer experience compared to traditional advertising banners, digital signage provides more information showing products used in real life situations through video and increased images, allowing shoppers to personalize with the product and make a better informed purchasing decision. 

Presently digital signage is working its way into retail, banks, commercial and educational sectors, outdoor advertising such as billboards and bridge banners, free-standing kiosks and interactive street furniture.  Budgets for digital advertising in these sectors increased by an estimated 37.5% and is predicted to double that in 2015.

  Interactive Street Furniture – Paris, France

Going Digital: how to get started

The first phase of going digital brings the customer to awareness of digital.  Incorporating LCD commercial displays running active content and promotions enhance customer’s in-store experience. Digital Signage can be seen in the form of digital menu boards, single LCD on wall displays running marketing ads and video walls running company show-reels and seasonal fashions.

The second phase is using the power of the network. We always say networking is the best way to get business and that holds true for digital signage.  Thanks to Wi-Fi companies can now network their digital signage platforms across their local market, region or even world wide, managing everything from one control center through web based content management systems. The beauty of the network allows companies to create a standardized approach for content with millions of customer impressions, driving home brand and product awareness.

Phase 3 is digital interactivity, enabling the customer the customer through touch, to experience the brand on a personal level…but it has to be done right… clean, clear and concise. One tip in your software development phase is to focus on your user interface (UI) design and user experience design of your software app. The customer is likely to use your app rarely and in some cases only once.  With a learning window of seconds, the user must instantly understand its features and navigate through them with ease. Call on professionals when it comes to developing your app and ensure you hire an agency with experienced UX/UI designers and developers. 

Need help with your next digital signage project? Let’s talk or contact Nick Giorgetti

[2point0concepts]

Korloff videowall project - complete! 

[2point0concepts]

6 trends that will affect mobile commerce in 2015

Under a technological standpoint, I believe the second decade of the 21st century will be remembered for a sudden spike in demand and usage of smartphones and other mobile alternatives to computers, especially in the younger segments of the population. I have already mentioned that for the first time, in 2011, smartphones have overtaken PCs in US sales, and tablets are expected to follow a similar trend in 2015. Mobile devices such as these are so widespread nowadays that I would argue market saturation will soon become a significant concern for the mobile industry. In the meantime, however, considering the huge audience these internet platforms boast, any retail store not capitalizing on them to offer its customers e-commerce alternatives to boost their sales would definitely be losing out on a huge opportunity to broaden their market. Mobile e-commerce, also known as m-commerce, is the latest in consumer alternatives to traditional shopping, and is being adopted at ever increasing rates in tandem with the growth of mobile sales themselves. Here are some trends that will shape the mobile commerce landscape throughout 2015:

1) People are spending more time on mobile

The mobile market is growing. The average American spends roughly one hour a day online, and an even greater portion of their day on their smartphone (34 hours/month). If you also consider that in 2013 smartphone and tablet internet usage in the States accounted for 55% of the total bandwidth utilized, once again overtaking computers on their native territory, it is not so outlandish to start considering the importance of e-commerce for retail stores. Furthermore, even among "traditional" shoppers, roughly 80% of smartphone-owning interviewees admitted to having tried online shopping at least once. Finally, consider that almost 70% of m-commerce searches led to the purchasing of a product within an hour, and it is not hard to see why I believe that e-commerce sites already provide an invaluable asset for all those willing to invest in them.

2) E-commerce is (still) the future

The previous numbers may seem promising, but they still are a static data-set. What about the future? Is mobile commerce a passing trend, or will is cement itself as a pillar of retail in the coming years? I believe the latter to be true, since sales and usage of both the platforms (smartphones and tablets) and the services (m-commerce sites) are shown to be steadily growing. Consider that, as of today, e-commerce accounts for roughly 6.5% of all retail sales on US territory, while in 2010, just 4 years ago, that figure was closer to 4%. Moreover, the mobile market may start to show some signs of slowing down, but only in certain segments of the population. The growth of mobile usage in the teen and young adult segment (18-24 years old) is still staggering: in 2011, only 36% of teens owned a smart mobile device. 3 years later, that figure is above 70%, effectively showing a 100% growth rate. And I have checked: the projections for the next 2 years envision a further (albeit slowed) growth in many demographic segments. Retail owners know this: 4 out of 5 of those interviewed plan to open some sort of online m-commerce platform in 2015.

3) Mobile payment systems

2014 has seen both Apple and Google wet their feet in the mobile payment market. Respectively spearheaded by Apple Pay and Google Wallet, both multinationals have seemingly thought in the long term, and have presented the buyers of their mobile devices with a way to make physical and online purchases from their smartphones. Essentially, these purchase methods allow for devices to be synchronized with credit cards, visas or other payment methods, and to substitute them at cash registers by swiping the phone itself on the counter, thanks to Near Field Communication (NFC) technology. Currently, with over 150'000 transactions in 3 days since the service's inception, Apple is overshadowing Google in this field, thanks to a simpler app, integration with MasterCard and a more effective marketing campaign. However, Google too has declared a 20-fold increase in usage of their service since its launch in 2011, and boasted that over 10% of retail stores in the US accept their Wallet as payment. Despite not showing a huge success in their short lifespan, these services are expected to become decisively more commonplace in 2015.

4) Wearable revolution

Ranging from simple fitness bracelets to full-fledged alternatives to smartphones, wearables are an even more recent technological innovation, aiming to shift your browsing solution from your pockets to your eye or wrist. I was skeptical about the success of such a specific market sector, especially considering that their function greatly overlaps with that of smartphones- providing a mobile browsing alternative to be used on the go- while their form's appreciation greatly depends on the personal tastes of customers. However, it seems like I underestimated the effect these new platforms could have on the market. Currently, over 19 million units of wearable tech have been sold worldwide, a figure which is expected to climb to 112 million in another 4 years (by 2018). Furthermore, young demographics are once again the tip of this market's iceberg, with over 48% of wearable tech owners being in the 18-34 age segment. But even in aggregate terms, over 15% of the US population is estimated to own and use a wearable device, providing a whole new channel for mobile commerce to develop into in 2015.

5) Mobile Beacons adoption Another seminal trend that saw its beginning in 2014, and that is expected to become more widespread next year, is the diffusion of mobile beacons in retail stores. These small wall mounted devices communicate with smartphone apps to help direct customers to purchases and sales within stores, while providing store owners with useful location-specific analytics to improve their store layout and supplier purchases in the future depending on the passive customer feedback. Furthermore, the gradual introduction of online components to the shopping experience of even the most staunch defenders of the traditional retail world might also be important in converting greater segments of the offline population to the comforts of mobile commerce. Two huge US retail chains (Macy's and Walmart) have been early adopters of this technology in 2014, and seem to have no intention of abandoning them anytime soon. Mobile beacons are expected to be able to increase retail sales by almost 12% if used to the best of their ability. I predict we will see them become more commonplace in the coming years: a cheap, simple augmentation to brick and mortar stores propelling them to a more modern shopping experience for customers and employees both.

6) Mobile Cloud

Thanks to cloud hosting services, retail store owners are already able to provide seamless and high speed services in e-commerce to their customers. However, the drawback of certain cloud services in the past was the scarce or absent integration of their services with customers using mobile internet. However, considering the ever more widespread diffusion of smartphones and tablets, it should not be surprising that many cloud services are nowadays tailored specifically to customers browsing on mobile. Apps that communicate with cloud hosted data will witness further optimization in 2015, giving users a faster and less bandwidth-heavy opportunity to shop online. However, I think the most fundamental innovation in this field will consist in the ability to use cloud applications at the same time from different devices, creating a potentially continuous experience for online shopping. Altogether, this will mirror more and more aspects on the traditional retail experience, while augmenting them with services impossible to recreate in the physical world.

We are living on the cusp of a systemic change in the way we view the very concept of trade.  And we couldn’t be more excited!

Need help building your iOS or Android mobile commerce app? Let’s talk

[2point0concepts]

5 Signs Your Company Should Invest In a Mobile App

The rise of the smartphone as a staple of the average modern online experience has brought about a series of challenges for entrepreneurs trying to find their way in an ever-evolving marketplace. It no longer is sufficient to have a webpage to sell your product well. Especially in the form of mobile applications (or apps), however, technology has also definitely provided a great vehicle to improve sales and commercial standing to those of us savvy enough to take advantage of this opportunity. Here are some of the main reasons all companies should invest in and develop mobile apps for their products or services:

1) The World is mobile

Up to ten years ago, having a website to sell your goods on was a sufficiently advanced marketing tool for most companies. The very existence and huge success of the e-commerce sector, epitomized in sites such as Amazon.com, proves the high demand for a faster alternative to physical shopping on the customers' part. However, in more recent times, the rise of the smartphone as the primary online tool for many individuals caused the need for a shift in marketing strategies and online interface. The traditional website becomes clunky and unwieldy in a world of 6 inch screens, while apps thrive as an intuitive, ultra fast purchasing and browsing alternative.

2) Customers are always in your pocket

Speaking of e-commerce, some might argue that the main reason the online shopping sector has skyrocketed to its prominent position in global markets is the ease with which it was accessible. Ten years ago, companies in e-commerce boasted to be able to conclude a purchase in minutes. By the same logic, mobile apps allow you to sell goods and services in seconds. Furthermore, a PC can't usually fit in your pocket, making smartphones and apps even more commonplace thanks to sheer comfort of use.

3) A larger, younger audience

Many individuals in the young generations may never get around to viewing a computer as anything more than a work tool (if even that) while smartphones have become the new paradigm for browsing and thus purchasing. To reach into this demographic, it is important for retail and online businesses alike to facilitate access and reduce time requirements to view their goods, an issue which is easily solvable with a mobile app.

4) A global marketplace

22% of the world's population now owns a smartphone, a value even higher than the already significant 20% who has a PC. While two thirds or more of many developed countries have a mobile in their pocket, the more surprising figures come from the developing world, where the smartphone market has increased ten-fold in the past four years alone. These vibrant and relatively untapped markets offer an enormous business opportunity to those clever enough to take advantage of it through mobile transactions and app purchases. Even if you do not plan to sell products in these portals, they still provide a fundamental marketing tool at a tiny fraction of the cost of setting up ad campaigns around the world, and with an arguably more far reaching effect.

5) The competition has them (or will soon)

While a surprising number of incumbent industries still has not augmented their market penetration with a mobile app (especially big players in the traditional retail sector), many more have already provided themselves with this advantage. To avoid being left behind with the stragglers, many companies should consider the window of opportunity offered them by the mobile app market.

Need help building your iOS or Android mobile app? Let’s talk

[2point0concepts]

10 Ways to Improve a Retail Store Using Mobile

Bluetooth mobile beacons are on the crest of a new wave of technological advancements that will soon be commonplace in many retail stores around the world. Essentially these small devices can communicate with smartphones and tablets though low energy radio waves, allowing the owner of the beacon to send short messages or notifications to smartphones passing through their range. There are a number of creative uses a retail store may have for these devices:

1) Greet your Customers

With mobile beacons, the process of greeting customers as they enter the store becomes virtually automatized. By placing a mobile beacon near the door, customers unsure whether to enter or not will find themselves attracted to the shopping area not solely by the always important kindness of the employees, but figuratively by the store itself, with a short message encouraging them to come inside to take a look around.

2) Send Customers Contextual Messages

In large department stores, customers can find themselves lost and discouraged from purchasing. Thanks to beacons, however, they can always be reminded about their location in the store, and what products to find in specific areas. This has the double advantage of making the customers feel more at ease, and potentially encouraging them to purchase more goods.

(above, Estimote beacons, check out their website here)

3) Broadcast Special Deals

The implementation of deals and special offers has traditionally been communicated by affixing placards to the specific groups of discounted products. This arrangement has the downside of potentially not being noticeable by all the customers, especially if the layout of the shop isn't very good. With beacons, customers can be alerted of the best deals whenever they pass through predetermined areas, allowing a much more flexible management of the store's offers.

4) Market Segmentation with Different Apps

Taking this concept one step further, with bluetooth beacons it becomes much easier to segment customer based on a multitude of criteria. By providing different groups of customers with different mobile apps for the store, certain beacons can be set to trigger different messages for different apps. This could, for instance, alert only the most loyal clients about a particularly good deal only available to them, without bothering the rest of the customer base.

5) Redirect to a Website

Knowing the importance of online purchases and e-commerce, many retail stores nowadays have an online portal to sell their products. However, convincing customers to visit it is usually a difficult step, requiring either online advertisement or telling them about it while they are at the store, without a guarantee they will remember. With beacons, push notifications with encouraging messages redirecting to store websites can be sent directly to customer smartphones, where they will remain, a single click away.

6) Keep track of your customers

Accurate customer and store analytics are traditionally difficult to come by, since the main focus of store personnel is typically to encourage customers to shop. Thanks to well-placed mobile beacons however, this operation becomes much simpler. Individual phone signals can be tracked around the store by different beacons, allowing to know which paths are more frequently taken, which areas are most visited, and how much time is spent looking at specific products.

(photo by Estimote)

7) Improve Store Layout

Thanks to this host of new data, beacons can also help designers to recreate the store layout most in line with customer movements and preferences. Furthermore, by aggregating data from the past months and years, it becomes much simpler to provide a different store design based on the seasonal variations in customer behavior.

8) Save on paper 

Despite not constituting a large expense, Creating and designing accurate and eye-catching placards and information signs can become a long process of uncertain success. For a more eco-friendly and faster alternative, it is possible to replace the least important signs with push notifications sent via beacon.

9) Real-Time Thermostat

Most beacons provide additional data aside from the location of smartphones. Most, for instance, synchronize with smartphone thermostats, allowing to monitor variations in the store's temperature and to alter them in a more capillary and rapid way if needed. This avoids customer discomfort, and can help further boost sales.

10) Provide a Partially Augmented Reality

While not being particularly science fictional in nature, mobile beacons are certainly a significant technological advancement, which will undoubtedly herald many more leaps in retail augmentation technology. Implementing beacons now will probably pleasantly surprise most customers, and help give retail stores a more modern feeling. It will also pave the way and make customers familiar to similar technologies which could become a staple in future shopping activities.

Need help building your beacon-enabled mobile app? Let's talk

[2point0concepts]

Habemus Microsoft PPI 55" in our London office!

Have an interactive digital project in mind?  Drop us a line or visit our website.

[2point0concepts]

Our latest digical project: The Sephora PowerWall