Turning passers-by into photo booth customers.

Innovative Foto is the largest manufacturer, operator and distributor of digital photo booths in the United States, with 2,400 booths installed in malls, retail stores, movie theaters and other consumer destinations. The fleet generates tens of millions of customer interactions a year and is seen by millions of passers-by every month.

Each booth carries a 43-inch screen on the outside of the unit, playing messages meant to draw people in. In 2017, Innovative Foto started working with Quividi to measure and classify the audience around its units, and to turn more of that audience into photo strip sales.

Innovative Foto ran a two-week test on a selection of locations. In week one, the booth screens played the regular creative while Quividi measured who was around each booth, hour by hour. Compared with purchase data, the picture was clear: traffic among people under 30 peaked between 10 AM and 3 PM, yet most purchases happened later in the day, when fewer people were around.

In week two, the creative on the outside screen was reworked to speak to that under-30 audience during the hours it was present. Quividi tracked attention, interactions with the booth and purchases to see whether the new content changed behaviour.

Traffic around the booths rose 7% between the two weeks. After adjusting for that increase, the number of people who looked at the booth screen rose 14%, the number who touched the booth rose 63%, and photo strip purchases rose 24%.

Because purchases were recorded at the booth itself, the lift could be tied directly to the change in content between the two weeks.