For CIO of Coca-Cola Amatil (CCA), Barry Simpson, building relationships with customers is all about embracing the way consumers interact digitally.
CCA has signed an agreement with Telstra to roll out its digital media signage program, which enables it to create more targeted content that encourages consumers to buy its products while growing revenue for the company.
The technology for the program, which is managed by Telstra, uses a Cloud-based platform from Mandoe Media, and distributes content to screens mostly located in licensed hospitality venues with 3G or 4G capability. Consumers who purchase a CCA product can receive free access to Wi-Fi and public Internet services and CCA's customer portal for specific product offers.
Simpson said CCA wants to grow its customer base “faster than any other trading partner” so investing in a digital media signage program was the way to go.
He said CCA took up the digital media signage program to keep pace with consumers who are interacting with content using mobile devices.
“Our consumers are embracing technology like we have never seen before – whether it’s smartphones or tablet computers," he said. "So the way that we go to market and communicate with those consumer needs is how we keep pace with that.
"The whole digital signage piece allows us to communicate to consumers in a way they are becoming accustomed to," he added. "It allows us to build a digital relationship with [customers] through content that we are providing, and it allows us to tailor our services to [them].
“For example, in licensed premises, we can offer free Wi-Fi to patrons that buy one of our products and if they opt-in we can have an ongoing relationship with them and provide them further offers in the future.”
Simpson expects to see more innovation come out of the digital media signage market and said it will become more popular among businesses in the future.
“[With] that kind of model, the game has moved on from just billboards and menu signs. It is really about building that digital relationship and this agreement really allows us to lead in that space,” he said.
“As the consumer technology continues to grow, we expect to see more and more innovation in this space. It’s really going to become, I think, a mainstream part of how companies use technology in their business.”
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