Global Furniture chain use of "smart displays" to advertise more effectively

Global Furniture chain use of "smart displays" to advertise more effectively
Excluded from graph	,|value|value}}
Deployment Status	Concluded
Deployment Start Date
Deployment End Date
Events	* uses Record type Property:Has event Start (1 April 2021, Speculative, , No description)
City	,|x|x}}
Country	Switzerland
Involved Entities	,|x|x}}
Keywords	,|x|x}}
Technology Deployed	,|x|x}}
Information Certainty	Documented
Primary sources	,|x|1}}
Datasets Used	,|x|x}}
Deployment Type	,|x|x}}
runs search software	,|x|x}}
managed by	,|x|x}}
used by	,|x|x}}
Potentially used by
Information Certainty	0
Summary	0

Graph View ↗︎

Information Certainty: Documented

Deployment Purpose: Surveillance

Summary
0

• Details

Products and Institutions:

Product Deployed	Advertima Smart Signage
Institutions⠉	Advertima
Datasets	Unknown Dataset 0010
Search software

Status and Events:

Status	Concluded
Events	Start (1 April 2021, Speculative, , No description)
Start Date
End Date

Users:

Involved Entities
Managed by	Advertima
Used by

Location:

City
Country⠉

Uncertain information: City

• City: St.Gallen (Information Certainty: Speculative,Description: It is close to the headquarter of Advertima and IKEA has a branch there too)

Uncertain information: Used by

• Used by: IKEA (Information Certainty: Speculative,Description: The source does not specify, but they mention a global furniture and interior decoration chain with 9 branches in Switzerland --> IKEA has 9 branches in Switzerland)

The first project aimed to promote the Client’s select art items to increase sales during an art event. For each art product, the Client defined a target group of the most likely customers to be interested in a specific art product. Advertima Smart Signage then detected the target group for each person viewing the ad when they were in front of or walked past the screen, and played the corresponding content promoting the art products that fit this target group. For comparison, Smart Signage was installed at one store and its data was compared to eight other stores of the Client’s that used only traditional digital signage.

In the second project, over the course of six weeks, the Client’s goal was to get insight into the demographics, behavior, and movement of their in-store visitors to improve engagement with their products. Wayfinding (information systems that guide people through a physical environment) played a crucial part of the Client’s customer journey. The Client installed Smart Signage at 11 points in the store. The solution provided was a totem with targeted content running on the Smart Signage screens based on the detected target group in front of it. On touch, an app opened on the screen that allowed people to discover offers and decor inspiration relevant to their demographic, as well as a wayfinding option to their desired destination, all in one place. 2

Similarly, Cadillac Fairview used similar software in Canada, where the Privacy Commissioner found that the use of this software was unwaranted. However, in Switzerland, little media attention was given to the use of these "smart displays" by a global furniture chain (possibly IKEA).

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