Tusco Display
Tusco Display

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Artificially Intelligent

One of the challenges of designing effective in-store merchandising equipment is figuring out how to capture shoppers’ attention so you have a shot at converting them into buyers. But stores are noisy places. Shoppers are bombarded by messages on packages, signs, displays, radio, shelf tags and more. Our brains filter out the grand majority of that noise for self-preservation – they can’t function well when overwhelmed.

Brands turn to companies like Tusco Display to “cut through the clutter.” We apply our decades of experience to engineer great solutions with space, budget, product and other parameters. How does the best display get chosen? Most often the choices are driven by buyers’ likes and dislikes. Occasionally, brand clients will take the time to test one or more concept and track results in a scientific way. Such rigor is rare because few brands have the time.

Enter AI. Though still in its infancy, we see artificial intelligence coming to the store floor. Right now, some ad agencies apply AI tools to online advertising. A recent study by Adlucent found that 46% of consumers say that their ideal online experience would provide free access to websites that served only relevant ads, with 58% reporting that personalized content improves their perception of a brand. But until now, the kind of testing that would allow brands to truly deliver ad creative tailored to customers’ preferences has involved heavy reliance on past behaviors, or the preferences of similar customers, notes the report.

However, advances in AI technology are changing both the ways agencies test and serve ads. For example, Google recently released an AI tool that automatically adjusts ads to users’ searches, saving advertisers the time they previously spent painstakingly optimizing ads.

Right now, we’re all artificially intelligent. In the next decade, AI will help make us a great deal more intelligent and effective in-store.