You may already know why customers prefer the enhanced experience of interactive technology, as well as the ROI that it can bring to your organization. So it should come as no surprise that you should be incorporating interactive touch displays into your marketing strategy.
As customers continue to tune out non-interactive signage, they seek an additional level of engagement. Most of them carry smartphones and have come to expect an answer on demand. This isn’t to say that the modern consumer knows everything before making a purchase. Instead, they’re used to getting information quickly and with limited resistance.
This idea of self-service was a central focus in a recent Forrester trend report. In 2017, customers of all ages are moving toward self-service as a first point of contact and can leverage this trend to extend the reach of their curated content. Forrester also claims that customer service teams must become smarter by delivering the right experience to the right user at the right time. And many times, this means providing the option of self-service.
By merging custom content and self-serve options, interactive digital signage positions the customer at the center of their buying experience. To illustrate specific examples, here are five reasons why interactive digital signage must be included in your marketing strategy:
1) Personalized Experiences
Consider the following scenario. You visit a local fast-food chain, hungry and low on time. You’re greeted by a bright LCD screen that tempts your stomach with a myriad of menu options. As you debate the merits between a spicy chicken sandwich and a harvest salad, the screen rotates unexpectedly. Panic ensues as you inch closer to the counter, and much to your chagrin, you’re speechless when asked to place your order. You can’t remember what you last saw.
Rather than forcing consumers to wait for screens to rotate accordingly, interactive digital signage provides self-service options to allow users to bypass irrelevant information—so that they can locate exactly what they want. These self-serve tools enable users to engage directly with menu choices, delivering messages that customers want to consume.
2) Brand Engagement
If you’ve recently been in the market for a new house, we can almost guarantee you’ve visited open houses to receive information. During these sessions, builders and developers leverage interactive technology to provide buyers with important information such as prices and square footage. However, they’re also using this opportunity to promote a brand.
By combining customized, interactive content with an in-person experience, these developers are not only selling a home—they’re selling a lifestyle. They want potential buyers to stick around and immerse themselves in the experience. They want them to learn about the neighborhood and meet potential new neighbors. By building an engaging brand experience, developers are providing prospective homeowners with information, all while building brand engagement.
Interactive technology enables users to not only interact with a touchscreen but also directly with a brand. Providing a truly interactive experience that embodies a brand allows businesses to differentiate themselves. It’s a crowded marketplace; interactive experiences build brand equity and customer loyalty.
In many traditional buying experiences, sales reps or retail associates provide customers with their own opinions and information—some of which may differ from a coworker’s perspective. It’s only natural; they’re human. While many consumers may welcome the prospect of receiving unsolicited opinions about a product, for a business, this has the potential to jeopardize a brand’s overall image.
Interactive digital signage works to unify brand messaging. While modern tools may not feature static content like signage of the past, interactive digital signage does rely on standardized—yet entirely customizable—messaging to get your point across. Rather than run the risk of well-meaning associates skewing the perception of your brand, interactive technology delivers consistent and relevant messaging to your consumers.
While consistency is crucial for all brands, it’s especially important for organizations in highly regulated industries. Failing to comply with rules and regulations surrounding messaging and marketing can result in bad publicity, heavy fines, and sanctions.
Alcohol and cannabis brands face especially strict regulations. For the cannabis industry, legalization is determined on a state-by-state basis. Ordinances follow suit, and this often extends into additional local regulations. Similarly, the adult beverage industry is plagued by nitpicky nuances. In turn, this forces dispensaries, breweries, and wineries to monitor marketing efforts and track their messaging.
What does this all mean? That interactive digital signage enables brands to drive crafted branding and marketing efforts while ensuring compliance. In addition to differentiating themselves in a saturated market, regulated businesses have additional legal hurdles they must jump through. Rather than rely on employees to relay messaging that could potentially be out of compliance, interactive digital technology provides regulated experiences, guaranteed.
5) Bridging the Physical and Digital Gap
A decade or so ago, there was a discussion that online purchasing would replace brick-and-mortar stores. Although this hasn’t quite happened, recent data shows that online sales have never been higher, as digital retail grew 11.4 percent from 2015 to 2016.
While consumers still frequent brick-and-mortar store locations, they also use online sources and social networking to discover, research, and purchase products. They also prefer to interact with the most convenient channel possible. That’s why it’s essential for businesses to adopt an omnichannel strategy that merges the in-store experience with interactive tools.
Interactive digital signage bridges the gap between the physical and digital worlds—and brings an online presence to in-store experiences. In doing so, customers are able to bring in outside opinions—manifested in online reviews—to help influence a potential purchase. Consumers are accustomed to accessing information online; interactive digital signage allows them to do this in-store.
So, what does this all mean?
Ultimately, interactive digital signage should enhance the customer experience. This is by no means a new concept. In fact, Digital Signage Today listed “embracing the customer experience model” as a key marketing trend, claiming that integrated, engaging experiences boost customer service and maximize revenue.
Non-interactive messaging not only causes customers to lose interest, but it causes buyer’s fatigue. This can lessen the impact of messaging and derail a brand’s overall marketing strategy. Similarly, if you can’t put together an experience that speaks for your brand, you’re missing an opportunity to differentiate your product and create brand loyalty.
Interactive digital technology provides customers with an enhanced experience that positions them at the center of their purchasing experience. Whether they’re looking to augment an in-store experience or are simply looking to speed up their fast-food interactions, interactive digital signage enables customers to locate exactly what they’re looking for. This builds brand awareness and results in repeat customers—which, ultimately, results in increased ROI. Customized messaging ensures that customers are buying products and that teams are achieving sales objectives.