Digital Signage X Audio. Bütema X HearDis!
Cultural relevance is the buzzword in brand strategy today. Music as a medium is a strategic tool that can build bridges - to all target groups. Every brand has the potential to be acoustically unique and to fuel an emotional connection with people through music. With a holistic sound ID and the targeted use of sound and music, we increase the brand experience at different touchpoints. In retail, music can control customer behavior as it complements the multi-sensory experience in the room. Music is an essential part of how we experience the world and thus achieves a lasting effect.
So what would be more obvious for us as digital signage pros than to add audio to our portfolio? However, our considerations go far beyond pure passive background music. Together with our partner HearDis, we show what can be implemented today, especially in connection with a sophisticated AI for music, sound and voice! in 3 short outlines - all can be heard and experienced live at the Bütema AG booth.
Making brands audible
Let's be honest: we all have a soundtrack, right? The ultimate master playlist, which musically reflects our current state of mind. Does this also work for brands? - Of course it works! And all thanks to an AI. This allows music to be controlled in such a way that it adapts to the environment, depending on the ambience, time of day and target group, etc. This complements the customer experience and creates the perfect, emotional experience for store visitors. Only the right music creates the desired emotional atmosphere, increases the length of stay and thus has a positive influence on customer behaviour. The customer enjoys shopping. The AI software from HearDis! analyses the DNA of each individual song and checks whether this song fits into the desired store atmosphere. Attributes are for instance: emotional state of the song, time reference (i.e. which era), genre, timbre, musical expression, mood, intensity, danceability, and much more.
Making music visible
Another example that we've all probably experienced: you're strolling through the shop and suddenly there's a song playing. Everything’s just perfect: genre, performer, lyrics. The song pulls you under such a spell that you absolutely have to know the artist and title now. Wouldn't it be fantastic if a glance over the shoulder was enough? We can display information such as artist, title and album cover on our screens via our digital signage software. The layout and which information is displayed can be individually adjusted.
Letting texts speak
Nothing is more annoying than when a) a good song is interrupted by b) completely incomprehensible loudspeaker announcements. Although it is commendable that the salesperson would like to point out the current special offers, however, it’s of absolutely no help to anyone if they’re neither understood nor if the product is no longer available in the branch. Wouldn't it be helpful if an AI intervened here as well? Not only can the software from HearDis! convert written text into natural language - it also automatically recognizes whether the products are still available in the branch and then skilfully places the information in between two songs. If you now link the AI with weather data, for example, this could be a result: You’re in a garden centre in the greater Stuttgart area. It's summer, it’s been hot for days, not a cloud in the sky. Suddenly a friendly voice tells you the following: "No precipitation has been reported for Stuttgart. Don't forget to water your flowers. We have various garden hoses on offer for this purpose. You will find them in front of the tills".
See it all live?
EuroCIS | 31.5 – 02.06.2022 | Trade Fair Dusseldorf
Hall 9 | Booth A 25