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How Interactive Displays are Impacting Retail Customer Experience

23rd Nov 2015
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As a customer, you may not be keenly aware of all the times you’re captivated by interactive displays and digital signage in retail stores. The business side of you should be, though. Interactive displays are rising in popularity and it’s becoming increasingly clear that they’re more than a flashy marketing tactic. These displays actually enhance the customer experience.

The Interactive Display-Customer Relationship

People love touching, interacting, and experiencing things. It’s why you naturally gravitate towards the street entertainer doing magic tricks instead of the bus stop sign about an upcoming magic show. It’s always better to see and touch. This ability to be a part of something is much more powerful than reading static words on a page.

This is why interactive displays are so valuable in customer service and marketing. They do more than bark messages at customers – they invite customers in to experience something. While most industries are now fully invested in interactive display marketing and digital signage, you could argue that the consumer electronics industry was one of the first to truly master it. Apple, for example, is the king of in-store digital interaction.

“When the consumer electronics industry began using digital signage as a way of engaging customers, the introduction of technological interaction as a critical component of the shopping experience gave consumers the type of digital in-store experience that kept them involved,” writes Jillian Tyler of Field Nation. Still, to this day, that’s the goal. In a world where ecommerce has distinct advantages over brick and mortar, retailers are looking for ways to get customers involved in the in-store experience.

3 Ways Interactive Displays are Used

But how exactly are retailers using interactive displays to engage customers for superior in-store experiences? Let’s take a look at three of the most common methods:

1. Digital Menu Boards

For restaurants, digital menu boards are the gold standard these days. You’ll see them in McDonald’s, college cafeterias, and even gas stations that offer food selections. Digital menu boards give customers the feeling that menu items are fresh and constantly changing. It also allows the store to highlight certain items, or draw attention to particular sections. Visual Graphic Systems is one of the leading providers of digital menu boards.

2. Touchscreen Information Stations

You can never give customers too much information. However, it’s not always possible to hire enough salespeople to interact with every customer that walks through the door. One way to ensure your customers have access to the information they need to make educated buying decisions is to incorporate tablet stands into your store. These tablets can be preloaded with information for on-the-spot research and product education. Companies such as The Godfrey Group offer a variety of freestanding units for different retail environments.

3. Interactive Window Displays

One of the more intriguing – yet more expensive – options involves interactive window displays. As the name suggests, these are displays that retailers set up in shop windows and allow customers to interact with. By using technology that lets people control displays through glass, retailers can grab attention and invite people inside to experience the rest of the store. U-Touch is one of the leading providers of interactive window displays and has a “thru-glass technology” that some of the top brands use.

The Value of Interactive Displays

As you can see, there’s a tremendous amount of flexibility when it comes to incorporating interactive displays into a retail environment. From a customer experience point of view, the five mentioned in this article deliver positive results for many of the retailers currently using them. Should you consider an investment in interactive displays, too? It’s certainly a question worth throwing around at your next marketing meeting.


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By Wilges
04th Dec 2017 13:52

Consumers usually have a short attention span during shopping, thus a digital signage would have a deeper impact on marketing. This is due to the interactive display which is often made of beautiful colors and patterns to attract attention. Hence, humans naturally would be enticed by the display even from a distance away. However, the message that needs to be sent across needs to be quick in order for consumers to grasp the message even within just mere seconds.

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