Do touch screens, digital signage and anything with the word “interactive” in it confuse you? (You are not alone). No-one wants to invest in leading edge technology that is ultra-cool but doesn’t help achieve revenue goals (AKA Career limiting decision). The world of digital interactives is changing constantly. Today we are going to try simplify it a little for you.

The reason why we love using Intuiface to create our solutions so damn much is because it helps us solve problems for marketers in creative ways. It helps us develop purposeful solutions that give our clients the edge they crave. The technology helps us bridge the gap between solving business problems and the highly-sought after, intuitive engagement for customers and end users.

Intuiface offers such an extensive range of possibilities that summarising a perfect overview is a hard task to master. Rather than boring you with the extensive list of uses, I thought it might be fun to share some specific examples of how it is being used in the real world to solve serious problems.

What are some of the cool things digital interactives can do?

 

Industry example – Liquor

Problem: The average person doesn’t know what wine pairs with a meal.
Solution: Removing barriers and personalising the shopper experience

  • Use an interactive touch screen to allow customers to select what they are having for dinner, then suggest beautiful pairings to accompany their meal. Or, it could be done in reverse…. Select what wine you would like and offer tasting notes and meal suggestions to go with the wine you purchase.
  • You could highlight some spirit bottles in a lift and learn point of sales display. When a customer picks up a bottle to look at the label, product information is sent to a touch screen where they could explore tasting notes, send themselves cocktail recipes. The beauty of this is that their customer information is stored along with their preferences and interests. Over time this kind of brand engagement allows you to build a customer profile to truly understand their interests.

As you can see, the purpose of digital interactives should be to enhance an experience and add value. When done properly they support your revenue raising efforts and solve business challenges.

 

The future of digital signage

Problem: Traditional digital signage is a one size fits all advertisement.
Solution: Supercharge your efforts in one of the following ways

  • Change what is being displayed on temperature – Promote ice creams when it’s hot, and if the temperature drops below 15degrees, swap to hot chocolates.
  • Link to game scores – If your footy team wins, celebrate their victory or commiserate their loss.
  • Use visitor demographics to alter what is displayed – This means you can share relevant content to different age groups. For example, marketing messages in a department store could be directed at either adults, teens or children.

Digital signage is way more than a looping video on a wall. The best part about this technology is it can strengthen your future marketing efforts by collecting data and visitor behaviours such as foot traffic, demographics of that foot traffic at different times of day, how long they look at different messages displayed etc. This is the marketing gold that helps with future investment decisions.

 

Optical retailer – Virtual try before you buy example

Problem: The purchase of reading glasses or sunglasses has traditionally been an in-person purchase.
Solution: Limit the hesitancy and reduce the fear by going virtual.

Offering a virtual change room an reduces the worry of buying an incorrect fit. Allowing customers to seek comfort in their online choice by taking a picture of themselves and overlying different frames so they can compare styles ahead of a purchase. Again, this helps form a customer profile of their interests, but also collects insights to drive future remarketing. It could help highlight trending styles – not just those purchased, but also the runners up that didn’t quite make the cut but were still tried on. Could they be offered at a later date as an additional pair?

Quay Australia have done just this.

 

Hardware Retailer example – Digital interactive examples

Problem: Hard to find staff to navigate you to products or to explain which products would be best for your home improvement project
Solution: Personalise the shopping experience by offering these on-the-spot solutions

  • Wayfinding directory – Allow customers to search products and be directed to which aisle they can find it. This has been done for a long time (think Westfield, IKEA, etc), but what if you could send the information to your phone and follow the blue dot. (One map that doesn’t need to be turned upside down!)
  • Offer touch screens in different zones to help educate them on the best ways to perform home improvements. There is such a huge education opportunity – a touch screen could offer step-by-step guides for stress-free painting, re-doing a timber deck like a professional or everything you need to create a veggie patch that thrives. This kind of digital interactive technology is customer-centric at its absolute best. It shares content that matters most to customers, sells products off the floor and ensures customers feel well serviced. They get the information they want and the retailer has their details to market to in future, linking the system is linked to their CRM.

Both of these solutions help customers without them needing to speak to a salesperson. They provide a level of comfort to those feeling underserviced and can also appeal to those buyer types who may not be ready to speak to a sales person but wish to learn more. They go a long way to reshaping the retail experience and ultimately reinforce a positive customer brand experience.

People always ask us to send an overview of what the system can do, but often it’s hard to do without sending a list as extensive as a 1990’s Yellow Pages book (wonder if they still make those?!)
What we have found works best is having a good old chin wag to learn about your business, what hassles your then for us to throw ideas at you. You know your industry and what is currently working your market, we would love to help you push those

These are just a few examples of how digital interactives are being used to get customers engaging with brands. It’s easy to see how customers can become more invested in a brand once they get involved in the buying process. I hope this post has helped highlight some of the amazing applications this robust bit of kit is capable of producing. If you would like to have a quick chat to learn more, reach out any time!

Chris 0418 472 826

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