Argentina. The Dizzie Awards are the most important awards in the Digital Signage industry globally. This year, only one company from Latin America is a finalist for these awards. This is Convergencia, a company of digital signage solutions with 15 of experience in the market.
The company was nominated in the Best Experience Design & Planning category for a Customer Journey it created and implemented for Nike. Through a jury composed of referents from the United States, Asia and Europe, these awards recognize the most outstanding and innovative experiences in the industry. With this recognition, Convergencia deepens its position as one of the leading companies in the market.
"Our work for this campaign consisted of generating an experience for people inside the store, from the window to the fitting room, combining online and offline interactions through interactive screens, videowall, social feed, stretch screens and mobile application," describes Luis María González Lentijo, CEO of Convergencia.
Convergencia took on the role of driving and transforming the value proposition of Nike's Bra Fit campaign into a revolutionary shopping experience for its customers. Based on the insight that 80 percent of women use the wrong Bra and, therefore, do not reach their full potential in sport, Convergence made technology available to achieve the goal of accompanying women on their way to overcome.
"Using real-time video analytics and facial recognition, the Bra Fit campaign was activated only when there was a woman in front of the screen, impacting a specific segment of consumers, in this case women," describes González Lentijo, adding: "This experience with a strong purpose shows that with technology you can do things at the point of sale that without it would not be possible."
Through screens, content, software and interactive experiences, the campaign was 100 percent aimed at those who use a Bra for sports. At the entrance to each store, screens were arranged presenting the product; then, videowalls that accompanied the experience inside the store, facial recognition to detect the public that was interested in each product, and sellers who provided personalized advice thanks to an interactive platform in which they could enter measurements, type of physical activity and preferences of use, among other data that the system processed to throw the suggestion of the indicated Bra. The Customer Journey was still in the fitting room, where new screens motivated to use the mobile application and share the experience.
"At Convergencia we facilitate the process of transition of our customers into the future, adding technology for digital experiences at the point of sale, not only accompanying them but also enhancing their adaptation to a new paradigm in which the physical and digital worlds merge forming an omnichannel mix", describes González Lentijo
This is the video of the finalist project: