When it comes to engaging customers inside your retail store, don’t overlook the emerging trend of interactive touch screens. These screens can be used by retailers in virtually every industry to increase customer engagement, ranging from brand messaging to increasing sales.
Interactive touch screens can also take on customer service roles, providing services like pricing information and checking stock availability for an item. This makes it easy for customers to locate items while freeing up the time of store personnel to focus on larger and more personalized customer service tasks.
In addition to the below information, you can find several resources that cover the most important aspects of interactive retail technology and signage here. With this foundation in place, you will be able to create the right strategy for your business and successfully deploy it.
HOW AN INTERACTIVE DISPLAY ENGAGES CUSTOMERS
Interactive touch screens do more than just give customers information. They provide a space for customers to engage with your store and brand in a way that increases loyalty and customer satisfaction.
People are, by nature, curious. We love new experiences, and we can’t help but touch shiny buttons. Interactive touch screens bring an element of fun and surprise to what might be an otherwise traditional shopping experience. This fun experience allows customers to engage with your store more deeply and turns your store into more than just a place to buy something. Creating an engaging customer experience turns shopping into more than just a chore – it’s an experience.
The options for creating an engaging space for your customers through an interactive touch screen display are limitless.
TYPES OF INTERACTIVE TOUCH SCREEN DISPLAYS
There are several types of interactive touch screen displays to choose from. Which one will work best for you will depend on your store and how you plan to use the display.
SMALL FORM FACTOR SCREENS
You can place small form factor screens throughout your store to create interactive experiences in different departments. From endcaps that display seasonal products to more permanent displays that show users how to use a product, small form factor screens can provide a range of services to improve customer experience. Here are just a few ideas:
CREATE AN "ENDLESS AISLE"Use a small form factor screen to create an endless aisle in which customers can go deeper and deeper into a product line. Incorporate demonstration videos to show customers how to use a product and how multiple products can work together.
MAKE DINING OUT EASIERSmall form factor screens can be placed on tables in restaurants to make it easier for customers to place orders, call for service, or sign up for rewards programs. You can also have a POS (point of sale) system so customers can pay when they’re ready to, rather than waiting on the wait staff to bring the check. This creates a more efficient dining experience.
INCREASE SALESCustomers are more likely to buy something if they see a digital sign for it than if they don’t. Strategically placing interactive touch screen displays throughout your store can increase sales just by marketing. Using your collected sales data, determine the best marketing messages to display and change them throughout the day as your customers change.
INTERACTIVE MERCHANDISE ELECTRONICS
Interactive merchandising electronics are completely customizable and bring some fun to your customers’ overall experience. Here are a few ideas for your store:
LET CUSTOMERS VISUALIZE A PRODUCTInteractive merchandising displays let customers have fun with your merchandise. For instance, a car dealership might incorporate an interactive display to let customers see what a car would look like in various interior colors or with additional features. An appliance store could show customers what different appliances might look like inside their home and alongside other appliances.
HAVE FUN AND GET CREATIVEInteractive touch screen displays give you full creative control to let the imagination of your customers run wild. These displays are a great way to make shopping fun and less like a chore. Give your customers a chance to visualize the items they’re considering purchasing in a more realistic, tangible way.
LET CUSTOMERS IGNORE THE THINGS THEY DON'T CARE ABOUTAnother important aspect of an interactive merchandise display is that it lets customers focus only on the things that matter to them when they’re making a buying decision. They can ignore everything they don’t care about and zero in on the features and information that will help them make a decision. This sort of personalized shopping experience will separate you from your competitors and will encourage your customers to keep coming back.
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FIXTURES, TOUCHSCREENS, AND KIOSKS
Save your customers time and give them more freedom with fixtures, touchscreens, and kiosks, strategically located throughout your retail space.
GIVE CUSTOMERS AN OUT WHEN THEY DON'T KNOW HOW TO PRONOUNCE SOMETHINGEver been embarrassed about mispronouncing in front of people? Liquor store customers, for example, are more than eight percent more likely to buy something they can’t pronounce when they don’t have to talk to someone. Assuming this statistic can translate across retail spaces, using a self-serving kiosk means that customers don’t have to worry about looking unintelligent or feeling embarrassed if they aren’t sure how to pronounce a product. They simply scan the product, pay, and they’re done.
LET CUSTOMERS BROWSEFixtures, touchscreens, and kiosks can simplify the shopping process for people who are looking for a more efficient way to get in and out of a store. They also provide another way for customers to browse your selection on their own terms, without having to take time and attention away from your staff.
DECREASE YOUR STAFFING COSTSKiosks have become increasingly more prominent in restaurant spaces, including fast food, since they can take the place of personnel. Instead of talking to someone who then inputs their order, customers can simply walk up to the kiosk, place an order, then wait for their food to be ready. The same is true for retail spaces that utilize kiosks for self-checkout and stock checks. Focus your staffing costs on other areas that provide more value to customers.
WAYS TO USE AN INTERACTIVE TOUCH SCREEN
The uses for interactive touch screen displays are limitless. If you don’t already have one in your retail store, consider these reasons to make the addition:
PROVIDE PRODUCT INFORMATION
An interactive touch screen can take over the simpler tasks of your personnel, including providing information about products. Customers can easily scan an item to learn all kinds of information, including price, stock availability, ingredients (for food), materials (for clothing), and so much more.
BRAND THE EXPERIENCE AND EXTENSIONYou can brand your interactive touch screen to create an experience that’s unique to your store, and this can be especially useful if you have multiple locations. A branded experience will create cohesiveness when customers go from one location to another.
COLLECT VALUABLE CUSTOMER DATA
You can ask customers for information such as their name, phone number, and email address, and then use this to provide a better customer experience for them. Collecting data and using it to improve the experience is an important part of retail marketing. Interactive touch screens can give you a direct line to your customers by asking them to input their information before they can access the exciting features your display has to offer.
CREATE DYNAMIC PRODUCT DISPLAYS
Your customer demographic and what they’re looking to buy can change throughout the day. What you want to market in the morning could be completely different from what you want to market in the evening. For instance, a grocery retailer might want to market coffee around 7 AM and wine around 7 PM. Interactive touch screens can create dynamic product displays that automatically change throughout the day to reach your target demographic. This is an easy way for you to market items and promote brand messaging to all the demographics entering your store, no matter what time it is.
IMPROVE YOUR CUSTOMER EXPERIENCE TODAY
See for yourself how an interactive touch screen can help your retail store improve your customers’ experience and keep them coming back with digital signage solutions from Promotion Technology Group. Our team creates, installs, and services digital experiences that build customer engagement for your retail space.