Last month we discussed a few of the best types of content for in-store digital signs – video presentations, calendars, promotionals and more. While all of these options are great for retail outlets, they lack one thing that today's customers want to see – interactivity!
In addition to your view-only displays, you'll want to provide interactive signs that allow customers to engage through touch, gesture or both. Interactive displays draw customers in with their entertainment value, and they provide even more opportunities for you to cross-merchandise, up-sell and encourage future business. Here are a few of the best types of interactive content you should consider for your business.
If you sell any sort of niche product or merchandise with a large fan base, your customers will love to test their knowledge. Touch-based displays are great for quizzes on products related to TV shows, movies, games and other popular media. Quizzes can also appeal to hobbyists and collectors, and certain questions may even present opportunities to sell them the next best thing to enhance their favorite pastime.
Do you sell bulk products customers need in specific quantities? What about items that must be weighed and measured prior to purchase? Touchscreen calculators are a great way to help your customers figure out what they need, when they'll need it and how much everything is going to cost.
Even if you run a moderate-sized store, newer customers may have trouble finding everything they need. And while some lost customers might prefer the attention of a helpful clerk, many others would prefer the simplicity and speed of an interactive store map. They can find what they need in no time, you can save on labor and you may even generate more repeat business from customers who are always in a hurry.
A mix-and-match outfit creator is a perfect addition to a clothing outlet. Instead of just showing customers where they can find individual items, this display can help them create entire baskets of complementary clothes – and even find them within your store. Customers will appreciate the fun and convenience, and you may even experience more profit in the long run with larger basket sizes.
If you sell customizable products – particularly computers or other complex electronics – you may want to consider an interactive customization tool. It can help customers discover the best overall combinations for their needs and budgets, and it can save your workforce a great deal of time and effort. While an employee may struggle to explain the nuances of each variation on a particular product, the display will more actively teach customers the differences between different options and price ranges.
For busy food outlets, interactive menu boards can be a life-saver for employees and customers alike. There are few confusions or inaccuracies when customers can literally hand-select their order items, and a set of interactive displays may be far faster than a line of human order-takers. Overall, interactive menu boards streamline the ordering process and free up labor for cooking, cleaning and other customer service tasks.
Creating Great Interactive Content
In last month's content blog we also discussed a few general pointers for creating quality displays. Every sign should be helpful, timely, easily readable and targeted to your specific customer base. These attributes all apply to interactive content, as well, but touch- and gesture-based displays require a few other key qualities. To generate the most business, you should:
Use customer IDs. If you're using outfit creators, customization tools or other signs that potentially require several minutes of your customers' time, you might want to allow users to create login IDs. An ID and password will allow them to see what they looked at and purchased during other visits, and the ability to recall a large set of options may lead to more sales of high-dollar items during repeat visits.
Keep your signs simple. Your customers don't know your products as well as you do, so you'll want to keep your interactive signs as simple and easy to navigate as possible. Even in the case of customization tools for complex products, design menus and option sets that allow even the most confused shopper to navigate without employee assistance.
Rotate your content. Finally, quizzes, games and other entertaining displays should be rotated regularly to keep customers interested. The same even applies to menu boards and maps, which should contain ever-changing promotionals, helpful tips and product suggestions.
To learn more about how you can engage customers and increase sales with both interactive and view-only displays, check out our free guide to retail digital signage today.