11 Ways to Gain Customer Data from Interactive Digital Signage
A report by MAGNA revealed that interactive video ads receive 47% more views than non-interactive ones. Furthermore, it noted that when consumers interact, brands triple their time spent with consumers. With this data, it’s apparent to conclude that consumers like to interact with advertisers and brands, which can lead to prosperous relationships for businesses. If you’re looking to invest in new technology for 2023, interactive digital signage can yield these results and more.
The current interactive displays originated from touchscreen technology. During this time, interactive kiosks, known as automated teller machines (ATMs), were popular. The ability for customers to interact in this manner paved the way for modern interactive digital signage technologies. Not only are consumers able to interact with businesses and vice versa, but businesses can also gain customer insight and data with this technology. With consumers and clients able to give feedback, businesses can construct analytical data focusing on behavior from their search and interest patterns, there’s no doubt that the ROI interactive digital signage can yield can impactful analytics.
Here is a list of interactive digital signage that enables businesses to gain customer data.
1. Touchscreen Displays
One of the most popular interactive digital signage experiences is when a person interacts with screen content through a touch-enabled screen. For example, interactive wayfinding screens in shopping malls.
A common trend is the installation of tablets to display interactive content. The basis of the most popular interactive touchscreen content is HTML5 code. However, this doesn’t affect interactivity when you display the content through a QL player. The QL content management system enables users to transfer files to multiple devices. As a result, the content can play flawlessly even when there is a problem with internet connectivity.
2. Smartphone Interactivity
Another application of interactive digital signage solutions involves the use of smartphones. For example, an employee can launch sales support content on demand. This means a salesperson can show a new product video through their smartphone to a potential customer. In this scenario, interactivity is a key component of the retail store’s multichannel marketing approach.
Similarly, smartphone interactive signage applies to onboarding a new employee. The human resource staff can use this form of interactivity to display video tutorials and company information.
3. Computer Vision
This is a combination of computer vision technology and artificial intelligence (AI). A good example is Navori’s AQUAJI. This interactive digital signage solution lets you send information about the viewers to each media player in real time.
The information includes the number of people who have viewed the digital screen, their demographic makeup, and the time each person spends viewing specific content. Consequently, the digital signage software adapts to each screen’s programming based on this data. This allows you to optimize information shown on-screen for your target audience.
Furthermore, you can customize content on the screen based on an audience’s age, gender, time spent waiting, and time spent viewing specific content. This helps avoid displaying the same content twice.
4. QR Code
Through an embedded QR code app, passers-by can use their mobile devices to trigger tailor-suited information on the interactive digital display they are viewing. Additionally, they can navigate to a specific website on their mobile device.
When a viewer scans a QR code with their smartphone, the specific web address opens within a mobile browser. This digital technology saves the user the time and effort of manually typing out a web address.
Adopting QR Codes in your interactive digital signs enables you to send customers to specific websites. Moreover, you can use these codes to offer users a chance to vote in polls or present them with downloadable coupons. Also, you can direct users to an eCommerce site to finalize an order.
5. RFID Tags
Radiofrequency identification is another crucial interactive digital signage trend. One good example of an RFID application is recording inventory for better stock rotation.
RFID applies to many industries, allowing businesses more creativity in their interactions and communications experiences. In fact, studies show that the RFID technology industry will rise to $40.5 billion by 2025. RFID digital signage has two components: RFID tags and RFID readers. The tags have data that displays on the screen after an interaction with digital signage. Typically, when a user touches the RFID tag on the RFID reader, it triggers specific content to display on the screen.
6. Video Walls
These are like interactive billboards. You can customize the external data on a video wall and the layout to something that works best for you. The main advantage of video walls is that passers-by can hardly ignore them because of their size and brightness. Furthermore, this interactive technology applies to all industries. This includes hospitals, schools, and religious institutions. Actually, businesses that use these interactive displays achieve reduced perceived waiting time and a better customer experience.
7. Omnichannel Digital Signage
Omnichannel strategies give digital customers a seamless experience of your business’s brand. You can apply this interactive digital signage approach on social media, websites, and mobile devices. With the omnichannel approach, you can meet your customers where they live, for example, through virtual shopping. This trend allows shoppers to enjoy the perks of in-store shopping from the comfort of their homes.
Additionally, using real-time connections, a shopper can ask questions, try products virtually, and receive recommendations from experts. Live messaging with a brand while buying products online is one notable benefit of omnichannel interactive content.
8. Lift and Learn
Another application of digital signage content is lifted and learn. When shoppers interact with a product, digital screens display the device’s technical specifications. For example, if customers pick up different electronic devices, nearby digital signage displays show dynamic content on the devices’ specifications.
Every time a customer picks a different product, the engaging content on the digital screen changes. This allows a shopper to make informed decisions without consulting a salesperson.
9. Digital Menu Board Solution
Digital menu boards are another popular application of digital signage. Studies show that this interactive digital signage can lead to an increase of 31.8% in sales volume. Digital menu boards are like showrooms and whiteboards. However, they come with the added advantage of scheduled display times and adjustable menus. This way, you control what you show your customers.
10. Augmented Reality and Visual Recognition
Installing cameras next to a digital display and connecting them to PCs is one demonstration of augmented reality. Others include using cameras for basic visual identification and launching a campaign that delivers messages tailored to whoever is standing by. For instance, your content creation will depend on whether the onlooker is a child or an adult.
When JCDecaux and Telia Estonia were promoting a new TV station called ‘Inspira’, they used an outdoor augmented reality campaign. A huge percentage of the Estonia population tuned in to the new channel during the first month. Therefore, this proves the impact of AR on dynamic campaigns.
11. Gesture/Motion Tracking
Gesture control is similar to interactive touchscreen technology. This interactive digital signage technology enables people to walk up and move their hands in front of a sign. As a result, the cameras linked to the installation register the type and speed of the movements made, and this triggers reactions on-screen.
Although this digital signage concept is new, advances in gesture control will make it more popular. The main applications of motion tracking are in-store virtual shopping and interactive advertising.
Interactive Digital Signage for the Future
Many businesses struggle with increasing their sales and attracting new customers. The conventional methods of merchandising and advertising have proven ineffective in this digital age. Not only is the pricing of interactive digital displays more cost-effective than traditional methods, but they are also easier to implement.
As a matter of fact, 81% of marketers agree that interactive content grabs more attention than static content. There is a vast collection of digital software solutions that increase interactive experiences. All you need to do is choose the ones that meet your business needs. While this list of digital signage solutions isn’t comprehensive, it’s an excellent place to start for any new business in the digital signage space.