Targeted Content Delivery for Low-Capacity Product Terminals
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Solution Overview
Problem
Convenience stores struggle to effectively market higher-margin in-store products to customers who interact briefly with single-product terminals due to technical limitations such as limited storage and processor capacity, varying configurations, and the inability to control content delivery, leading to inefficiencies in advertising and reduced profitability.
Innovation Solution
A centralized content management system that retrieves and formats digital content based on terminal characteristics, creating targeted playlists for display, allowing real-time adjustments and user-specific advertising.
Engineering Contradictions & Design Principles
Engineering Contradiction Analysis
1Ease of operation
If a pull approach is used where terminal displays request content, then terminals can operate with limited storage and processor capacity, but the content provider cannot control the flow of content and must wait for terminal requests
Solution Approach 1:
A server acts as an intermediary between the content provider and terminal displays. The server receives content requests from terminals and delivers content to them, while the content provider can control and manage the content flow through the server. This mediator resolves the contradiction by maintaining terminal simplicity while enabling centralized content control.
Solution Approach 2:
The system pre-loads and caches content on the server before terminals request it. This allows the content provider to prepare and control content in advance, making it immediately available when terminals need it, thus maintaining control over content flow without requiring terminals to have large storage capacities.
2Productivity
If digital content is customized for each terminal based on characteristics, then advertising effectiveness increases, but system complexity increases due to varying terminal configurations
Solution Approach 1:
The system changes parameters of digital content based on terminal characteristics such as display resolution, processor capacity, and storage availability. By adjusting content parameters (size, format, complexity) to match terminal capabilities, the system achieves effective customized advertising without requiring complex manual configuration for each terminal.
Solution Approach 2:
The system segments terminals into groups based on their characteristics and configurations. Content is then customized for each segment rather than for each individual terminal, reducing system complexity while still achieving targeted advertising effectiveness for different terminal types.
3Loss of information
If content is delivered in real-time to terminals, then advertising relevance to customer preferences increases, but the system requires greater control and coordination capability
Solution Approach 1:
The system implements feedback mechanisms where terminal performance data and customer interaction information are collected and used to adjust content delivery in real-time. This feedback loop enables the system to maintain high advertising relevance while automating the coordination required, reducing the perceived complexity through intelligent automation.
Solution Approach 2:
The content delivery system is made dynamic, automatically adapting content selection and delivery timing based on real-time terminal status, customer presence detection, and preference data. This dynamic approach achieves real-time relevance without manual intervention, managing complexity through automated adaptive algorithms.
Data Source
AI summary
Embodiments described herein provide a system, method, and non-transitory computer-readable medium of outputting digital content. In one embodiment, a server can identify and modify digital content based on the characteristics of a given terminal.