It’s no secret that the nature of business to consumer relationships is changing at a faster rate than ever before. The modern consumer is bombarded with advertising and information — pop up ads, commercials, sponsorships, product placement, direct marketing, sponsored content and signage everywhere. Consumers are just not going to pay attention to anything that’s not important to them, they don’t have the time. In the digital age, we’ve all become experts at blocking out messages — static displays and traditional advertising aren’t reaching the bulk of consumers. Creativity and flexibility are needed to engage the new generation of retail customers.
Personal space is key – Be available, but not in-your-face. By providing relevant information in an easy to use interactive display, you make the interaction valuable — and ultimately, repeatable. Information gathering can be creative and fun, promotions can be intuitive and helpful, these are the experiences consumers return to.
Social media integration – Incorporating social media into consumer experiences is becoming more effective than social media marketing. Interactive displays that work with apps and social media channels are innovative ways to develop relationships with customers. These will bring customers to the brand, rather than trying to reach out to them, when they may not want or need anything being offered.
Technology as efficiency – Digital menu boards, multi touch displays, interactive walls, and even TVs can serve multiple purposes for businesses and customers. Utilizing all aspects of a device or software application can enrich user experiences and user data. Digital menu boards, for example, can speed up service, be updated quickly, and make transactions easy and fun for consumers. They can also include point-of-sale promotions and allow consumers to customize the experience, generating user information. Televisions can display regular programming in addition to promotions, social media feeds, and branding. Being open to the possibilities of technology can benefit everyone involved.
Bridging online and offline – The divide between brick-and-mortar and online retailers is ever-shrinking. Interactive displays are essential to integrating both experiences. Businesses that provide customers with access to online and in-person shopping experiences at the same time are best equipped to serve the needs of most consumers. Bringing the online market into the store has been a particular challenge, as it once depended on a workforce to assist consumers. Now, businesses can create apps and in-store interactive displays that allow customers to easily navigate the entire marketplace on their own.
Wondering if you should be integrating interactive technology into your business to start reaching out to customers in a more intelligent, precise way? Give us a call or send us an email to start discussing a proposal from IDL!