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"Millennials" coexisted with bus stops and interactive supermarkets

A world of supermarkets with digital labels and screens at bus stops with useful information is part of what awaits the streets of Latin American cities, according to Explained today in an interview with Efe Florian Rotberg, president of Invidis Consulting.

Mexico, Aug 10 (EFE) .- A world of supermarkets with digital labels and screens at bus stops with useful information is part of what awaits the streets of the cities of Latin America, as explained today in an interview with Efe Florian Rotberg, president of Invidis Consulting.

Rotberg was one of the star panelists of the Exposition Tecnomultimedia Infocomm, a real window to see how the cities of the future will be and that gathers from the Wednesday and until Friday in the World Trade Center of the Mexican capital to the most novel in

"What we will see in Latin America in two or three years is something like what happened with Uber, which has changed everything. Is changing towards electronic tags, which will allow the option of modifying prices a couple of times a day, "says Rotberg, an expert in digital signage.

Explain That sites like Amazon often change their product prices between 20 and 30 times a day.

"Today our consumers, millenials have mobiles that allow them to compare prices Between a store and another, and if they see something that Amazon is cheaper, the person will not return to the store again, "he anticipates.

The experience of customers in stores should be Pleasant, because the consumer is frustrated if he goes to a trade and can not find a product.

"It is important that the stocks (stocks) of the stores are connected to their signage Digital to promote the products that are available at that time, to update in real time, "says the expert.

This trend poses a challenge for Businesses that handle large stocks.

The streets of cities will be the new scenarios for advertising, so having effective messages and connecting with consumers will be Essential for advertisers and brands.

"A larger screen does not imply effectiveness, for example, at bus stops you need to have dynamic messages. That on a rainy day a brand offers ice cream, "says the expert in digital communication.

According to Rotberg the message transmitted through screens must connect with the context and the Max Jaramillo, president of Latin Press, event director and representative of Tecnomultimedia Infocomm and DataNet BICSI, said that "according to the Devices will have different messages. "

" For example, advertising for a television is very different from making a message for street or airport signage, " he says.

Jaramillo explains that the universe of digital signage "is no internet, not the banner (promotional)" but it is the "message diffuses through a rather Digital fence in the public space. "

Rotberg explains that giving a message in an area surrounded by shops is useful and effective" if you can tell where the nearest place to eat A hamburger and you can show it with an arrow. "

The expert spoke of the need for this new communication to be part of the community." Now more than ever there must be messages Global, coexisting with a lot of space for local messages, "he insisted.

These new forms of communication do not involve large investments for brands,

For Jaramillo, in the future "there will be specialized people who understand what works the most according to the public or the environment."

Segmentation will be a growing trend, not only content but the devices where those contents will be given, "he concludes.

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