You can see touchscreen technology displays at work everywhere you go. You can see people using them whenever they touch their smart phones, in elevator controls, in digital information kiosks, and many other new applications. Lately people have even started using touchscreen technology in new ways to improve retail performance.
One of the most recent uses of touch screens is as an electronic billboard. The intent here is to provide all types of information to the target market. The information can be as simple as directions on how to navigate the different stalls in a mall or collection of stalls in an open air market. It can also take the form of activity schedules, special offers and promotions. The most important information which can be provided through interactive touch screens are about particular products – their specifications, prices, acceptable modes of payment, etc. Touchscreen displays are gaining tremendous popularity around the globe that people are always attune to any information they come to know about these.
What Makes Interactive Digital Signage Effective?
In retail, as in all business, all interactions with the target market start with enticement. Therefore interactive screens displaying retail items should have the wow factor. It is surprisingly easy to catch people’s attention; all of us are suckers for seeing our own images and movement.
Some innovative retail advertisers use cameras to capture and project a passing person’s image onto a touch screen that contains its message. When people see this, they are immediately drawn to the sign and the message can be more easily passed along. Some retailers even include games where the ‘prizes’ for winning are discounts for its products.
The message should also be presented in a clear and interesting manner. Special gestures can be programmed to elicit certain reactions which lead the consumer to the retailer’s message. Allow the client to discover your message using content that helps guide his actions.
Placement is also important. Some department stores lament that retail activity stops within a couple of dozen feet of the entrance. Strategically deploying interactive screens at retail dead spots can help solve the problem. People get attracted to the slow sections when they see other customers using touch screens.
Speaking of dead spots, any vacant wall space or display window can be turned into a point of interaction with and education of passing clients. It takes just one curious shopper to start a domino effect that sees people continuously learning more about products, services, and special promotional offers.
Where Is This Leading To?
The trend seems to lean toward increased used of touch screens for retail. There have been a few vending machines which feature touch screens to sell their wares. People appreciate the convenience of not having to deal with sometimes sticky old buttons to make their selection. Touch screens also provide a better image of the products they are choosing from.
Clothing and fashion displays in department stores can be replaced by interactive touch screens. This will save the retail outlet on display space and merchandiser salaries at least. Clients can ask for fitting items only after they have made a preliminary choice through digital display.
Organizations like the Computer and Communications Industry Association are always on the lookout for improvements and new applications for touch screens. There will be more innovative applications; the uses of touch screens for improving the efficiency or retail operations seem almost limited only by our imagination.