Signage Tech Malaysia

Thursday, June 23, 2016

Multi Touch Display

Touch allows for measurement and feedback
When interaction takes place, measurement can more readily be calculated. I reminds me of a Google eye-tracking studies performed with web searches to measure and report back the importance of being the coveted #1. The Internet is such a medium. Companies like Omniture pride themselves on being able to measure and track online where eyes and clicks go and how they turn into $$$. Touch is very similar in this regard. For instance, touch–and in particular multi touch–allows managers to be able to track and see which items are viewed and responded to most frequently. Accordingly, advertising and revenue-generating engagements can be tailored to what the customer is doing on the display.
In reality, it’s almost as if multi-touch is simply a more interactive and large version of a kiosk solution–complete with the ability to input credit card information. It’s an upright version of Microsoft Surface or a similar technology. When it comes to optimizing a display network, know what is going on via use of touch screen applications can be providentially paramount.
Multi-touch has the “cool” factor
Have any of you used, seen demoed, or even watched a video of the capabilities of some of the large-format multi-touch technologies? If not, you’re really missing out. It is simply one aspect of the signage realm that is not only certain to draw a crowd, but keep them utilizing the technology. With several installations of multi-touch there lies the ability to play multi-touch games and interact with the screen in a way that is unique enough that people stick around. And, like Paco Underhill says:
“…our studies prove that the longer a shopper remains in a store, the more he or she will buy. And the amount of time a shopper spends in a store depends on how comfortable and enjoyable the experience is.” –Paco Underhill, Why We Buy, pg. 33
How better to make the implement a stickiness factor and make the experience more “comfortable and enjoyable” than by utilizing multi-touch digital displays. I can personally remember being entertained for quite a while a few years ago by NTN Buzztime’s famous gaming machines in restaurants. Similarly, multi-touch can add such an element to virtually any venue.
Interactivity increases recognition
In contribution with the increased dwell time, multi-touch significantly increases recognition. “Recognition for what?” you might ask. Well, recognition for whatever you want. Say a customer is attempting to push a new and improved product, dish, service, or widget of some sort. They know the digital out of home audience in proximity of the display generally. That is, if they are in a garment store, they may well be looking for some type of clothing. The same goes for any other retail environment. It is much easier to inform someone of something that is in close proximity of that item than it is when they are sitting on their couch. This is the age-old adage of “XX% of purchase decisions are made in store” (of course, that number is always changing).
This rings even more true for those utilizing a interactive display. For instance, those using interactive displays are more prone to remember what went on. Why? Well, because they were interacting with the screen, that’s why. Increasing that extremely important psychological tie to the product nearly always improves sales, ask any retailer than knows anything about anything. It’s just great that digital signage can be the biggest tool moving the process along.

Give the people what the people want
Why is YouTube so successful? It’s because it gives people what they want–it’s a veritable on-demand service for any video you want to watch. Moreover, it is controlled by the individual–on his/her terms. Digital signage is no exception. The more successful displays will be those whose content can be in control by the consumer. People want to gain more control over their lives. Else why would so many people opt-into businesses that are illogical? They simply want control back in their hands. It’s a very baseline human desire and need. The same goes with content on digital displays. People want to control it. Give them what they want, make them happy, and you will be successful–bottom line.

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