Samsung Electronics has started a pilot programme using smart displays to enhance customer engagement in three Chevron ExtraMile stations in San Diego and Millbrae, California, and Vancouver, Washington.

The pilot will combine the 4K UHD Samsung smart signage displays with a data-driven content strategy to attract and captivate in-store shoppers.

The participating stores will use the Samsung QMC and OMB series professional displays. These have a slim design to fit comfortably within each store’s environment while offering picture quality to immerse customers with fresh and relevant merchandising content. Digital signage company Creative Realities (cri.com) installed the displays in high-traffic areas, such as the soda fountain, snack aisles, refrigerated sections and behind the register.

This relationship will allow Chevron Stations to use the Samsung MagicInfo (www.samsung.com/us/business/solutions/digital-signage-solutions/magicinfo) content management system (CMS) with the displays to manage and distribute a dynamic mix of content. This content includes:

• Sprinklr Social: AI-powered social media interacts with ExtraMile shoppers through social media campaigns, such as online polls about their favourite soft drink flavours. This data about consumer preferences will help in merchandising decisions. Bridging the online and physical world, Samsung displays show the results to encourage customer interactions with the ExtraMile brand and drive product sales.
• IBM Weather: Real-time local weather forecast information supports intelligent triggers for weather-appropriate content and promotional offers. For instance, if the forecast projects a week of sunshine ahead, the CMS automatically triggers a promotion for car washes.

“Stores today need to deliver interactive experiences to engage with the digital-savvy shopper,” said Sara Grofcsik, executive director at Samsung Electronics. “However, it’s difficult to meet current expectations for dynamic content with traditional signs and banners. This approach combines digital signage and real consumer data to reach customers at the right time with the right message. Customers stay up to date on hot products and deals, and this helps them keep coming back to ExtraMile stores for more.”

Samsung is also integrating FastSensor’s foot traffic analytics software at these ExtraMile locations with connectivity powered by T-Mobile’s 5G business internet. FastSensor provides ecommerce-style metrics about a shopper’s physical journey as they move throughout an ExtraMile store, helping it understand actionable behaviour to guide improvements to the shopping experience. In addition, the software can analyse data on traffic flow, purchase intent, sales conversions and store sections with the highest traffic to suggest digital content or hardware changes to improve engagement.

This pilot also introduces digital humans to assist customers in the San Diego ExtraMile store. Sam the Sommelier is a hyper-realistic generative AI-powered virtual being that can interact with customers via voice or live chat through an app and provide recommendations for wine pairings with their food purchases. Customers can learn about each wine’s tasting notes, take a quiz to find their ideal bottle and get immediate assistance to complete their transaction, all through a natural conversation with this virtual being.