14-05-2009
INTERACTIVE DIGITAL CONTENT
Interactive digital media, such as in-store touchscreens and interactive windows facilitates consumer engagement and helps to create an emotional connection between the brand and its product.
Interestingly, interactive solutions are also being adopted to assist the sales process and to work as a tool to drive footfall in-store. But where is interactive media sitting within the marketing mix? In our experience we say in-store as interactive digital signage has been a part of most of our telecommunications customer networks for some time, utilising a technology most of us are familiar with.
Retailers are almost expected to include in-store digital media today because most consumers now live with digital media via the Internet and handheld devices at home and at work. They like it. They interact with it, they search for information on it and they play games with it. It is such a primary part of the modern consumers’ life that they would think it odd if digital media disappeared from their day-to-day experience at the precise moment that they walk into a retail store.
Digital signage enables brands to communicate a message to consumers where they can influence them, at the Point-of-Purchase. The message is delivered to the consumer while they are in the store, with merchandise in arm’s reach and a till within sight. Compared to traditional above-the-line media such as radio or TV, in-store digital signage has the ability to influence buying behaviour in real time.
Attached is an article we wrote about interactive technology and its use within the in-store communications mix.
