Digital Displays Go Interactive
Hybrid (or interactive) digital displays include the latest trend in reason for purchase advertising. It is hard to believe that a technology like digital displays, that is still considered by a few to be in its infancy, has moved in a "2.0" phase, but this is really a field known for rapid innovation.
The same as Web 2.0, this latest incarnation of digital displays targets interactivity to engage viewers and have them participating in the information displayed on the signs. So, how can it work along with what benefits does it bring? We'll answer those questions here.
Getting Viewers Involved
Volumes have been written about the effectiveness of digital displays. We all know that they attract far more attention than static signs. We understand how to design them for maximum effect and we are needs to learn how to measure their ROI. With the introduction of interactivity, industry analysts will have a lot more to talk about.
Interactivity by itself is nothing new. Many stores used interactive kiosks for years to assist customers find items, to present them more information about their products, and to permit them to print coupons or shopping lists (e.g. from the gift registry).
By combining the interactivity in the kiosk with the broader reach of a digital sign, retailers can customize content and reach people like never before. In turn, they can engage customers on an entirely different level.
How Interactivity Works in the Digital Display
o Imagine walking through a clothing store. Videos clip of models wearing the clothing is being displayed. You're invited to touch a "hotspot" on the watch's screen and when you do the display switches for an interactive touchpad that allows view sales promotions, current availability, and clothing combinations.
o You're shopping in the bakery department of the local grocery store and spot digital signs with regards to a new product. You move better look and the content switches to some video about how easy it is to prepare the item and how it will fit into your family's diet plan.
o You are considering the variety of lunch at the food court near work. You see a message on a digital sign to text and cut costs. You text in and have a coupon in your cell phone that you can decide to use the counter and redeem.
These are simply some of the possibilities of hybrid digital displays. As well as what are the benefits to retailers? Customers get a positive shopping experience and therefore are likely to spread the word about this; retailers learn which images and messages are attracting customer attention so they can plan future content; and they also can enhance their image like a cutting edge retailer that wishes to develop a relationship using their customers.
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