Hybrid (or interactive) digital displays are the latest trend in reason for purchase advertising. It really is hard to believe that a technology like digital displays, that is still considered by a few to be in its infancy, has moved right into a "2.0" phase, but this is really a field known for rapid innovation.
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Much like Web 2.0, this latest incarnation of digital displays targets interactivity to engage viewers and get them participating in the content displayed on the signs. So, what makes it work as well as what benefits does it bring? We'll answer those questions here.
Getting Viewers Involved
Volumes have already been written about the effectiveness of digital displays. We understand that they attract a great deal 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 may lot more to talk about.
Interactivity in and of itself is nothing new. Many stores have used interactive kiosks for years to help customers find items, to present them more information with regards to their products, and to permit them to print coupons or shopping lists (e.g. from your gift registry).
By combining the interactivity from 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 by using an entirely different level.
How Interactivity Works in the Digital Display
o Imagine walking through a clothing store. A relevant video clip of models wearing the clothing is being displayed. You are invited to touch a "hotspot" on screen and when you do the display switches to an interactive touchpad that lets you view sales promotions, current availability, and clothing combinations.
o You're shopping inside the bakery department of one's local grocery store and spot digital signs about a new product. You move nearer to look and the content switches with a video about how easy it really is to prepare the item and exactly how it will fit into your family's meal plan.
o You are considering the variety of lunch at the food court near your workplace. You see a message on a digital sign to text and spend less. You text in and acquire a coupon on your own cell phone that you can choose to use the counter and redeem.
I have listed some of the possibilities of hybrid digital displays. Along with what are the benefits to retailers? Customers obtain a positive shopping experience and are likely to spread the word over it; retailers learn which images and messages are attracting customer attention for them to plan future content; and they also can enhance their image like a cutting edge retailer that desires to develop a relationship using their customers.
Last updated 149 days ago by digitalsignage2