For years, static displays have been an advertising staple. However, their use has become so widespread, that they’re now seen more as decoration than an effective marketing channel. Customers expect more from instore signage – like the real engagement of an interactive display.
Introducing interactive digital signage can make your store more of an ‘event’. This is particularly important as the number of customers choosing the speed and convenience of shopping online is increasing. To keep customers coming in, you need to provide an experience that they can only get in person.
What’s more, in addition to drawing larger crowds, interactive digital signage has also been shown to keep a customer’s attention for longer. This means that an interactive display will not only increase the number of eyes on your message, it will also increase how long they spend looking at – and engaging with – your marketing material. And, as we know, the longer a customer’s exposure to your brand, the more likely they are to buy.
Most importantly, while a great interactive display will draw people in, a customer still needs to consciously decide to use it. This means they have to shift from ‘passive awareness’ to ‘active engagement’ – which is exactly where you need them to be.
But what kind of interactive displays are there? And how could your business use one?
Tailored and responsive shopping experiences
Many retail stores have embraced interactive touch screen technology as a way to better serve their customers. From small screens that enable self-service, to larger interactive digital signs that help customers better visualise customisations, the possibilities are endless.
For example, smart mirrors or virtual dressing rooms are becoming a popular feature in many clothing stores. These interactive displays allow customers to scroll through a store’s range and ‘try on’ anything that appeals to them. They use a camera to take live pictures or video footage and image editing software to superimpose the selected item onto the customer, in real time.
Such an interactive display provides a few important benefits:
- It helps minimise a noted pain point in the shopping process. This could help increase both the likelihood of a customer buying, and how much they purchase.
- The customer curates their own product catalogue. This means that, when it comes time to physically try something on, they are picking from a subset of items they’ve already decided they like.
- There is the option to add a ‘wish list’ function that keeps the details (and potentially pictures) of pieces the customer liked. This not only encourages repeat business, the data collected could be used to target future digital marketing activities.
Fun, games, and movement
Humans are hardwired to enjoy games. They’re how we learn and grow, and how we begin to build invaluable social skills. They also tap into many of our innate compulsions, like competition and curiosity.
Acknowledging this, an increasing number of businesses are using interactive displays to ‘gamify’ their marketing messages. This not only creates a fun experience for the customer, it can help increase brand awareness and buy-in. It also usually provides plenty of opportunities for customer generated content and can easily tie in with social media.
Interactive displays that respond to a customer’s movements are particularly popular. For example, requiring them to ‘pop’ bubbles on the screen or having an avatar match their motions. Such games tend to attract more attention and have higher engagement levels.
Immersive art and engaging history
The best interactive displays give the customer maximum return for minimum investment. They require no explanation, draw people in, and leverage natural movements to create new and interesting content.
It could be as complex as a dynamic display that creates imagery in response to how people move through a space. Or it could be as simple as an interactive touch screen that steps people through a personal profile or historical story. Whatever it is, the design needs to be intuitive enough to inspire or educate without any further context.
Want to talk about your other ideas?
At Amped Digital, we’re passionate about the impact well designed interactive displays and interactive signage can have. We are experts in creating bespoke digital advertising solutions and can work with you to come up with a unique interactive experience. We can also help bring your online and offline presence together, through mobile apps and social media tie-ins.
Whether you want to boost your brand recognition, optimise your customer service, or simply create an unforgettable customer experience, we can help. Give us a call to discuss your ideas and requirements.
