Even in a world dominated by touchscreen smartphones and tablets, there’s a futuristic look and feel that an interactive video wall can bring to an enterprise that no other piece of technology can quite deliver. It can make a store visit recall the type of breathtaking visual experience once restricted to advertising hubs like Times Square. And beyond just being visually impressive, the interactive element can truly extend the in-store experience, making for a more seamless connection between shopping, sale, and support.
Yes, interactive video walls can do truly amazing things and can look amazing while doing them. But they have to be implemented correctly. A retailer wants an investment of that size building their business the way it promises, not sitting in pieces in the back room. So if you’re working with a client who is mulling installing an interactive video wall, but aren’t sure where to start, consider the following three aspects of a proper installation. Thinking about these factors the right way will help you make sure that your client’s interactive video wall surprises and delights customers and meets needs they didn’t realize they had -- driving sales and building loyalty.
1. Physical Placement
It seems like it would go without saying that where you install a screen in a business matters. But this fundamental element is all-too-easy to overlook in the rush of excitement about implementing the technology. What does the store layout look like, and how can the wall be placed to best highlight the store’s offerings? Will the display go vertical (portrait) or horizontal (landscape)? Are you dealing with a clientele of adults whose eye-level will be up higher, or with kids who are only knee-high to an adult? These questions may seem elementary, but it’s important to lock down the right answers before moving forward. There’s a very important spatial element when it comes to effectively using an interactive video wall that can’t be overlooked.
2. Place in an Overall Strategy
Defining what a client wants to do with an interactive video wall, how it will function, and how that functionality will meet the needs of the customer is just as important as determining where it will physically reside. If, for instance, the wall’s touchscreen allows customers to interact with simulations of a products, the wall needs to have the right software to handle multiple robust simultaneous visual experiences. Just because the technology is flashy doesn’t mean it can fail where function is concerned. When a video wall is implemented correctly, multiple users can engage with the interactive content, and the experience fulfils the expectations it sets for the customer.
3. Integration with Campaign Content
If an in-store screen is displaying information from a long-forgotten ad campaign, showing a logo from before last year’s rebranding, or just sitting there turned off, the interactive video wall has turned from an advanced marketing tool into dead weight. The expectation for always-refreshing, always-relevant content extends to the video wall. Thinking of the video wall as a tool to extend an advertising campaign right into the store is a necessity. Treating it as an afterthought is, simply put, a waste of a powerful opportunity. Giving customers one last touch point – a point they can physically touch – is a key advantage a video wall can give to a business. Bringing it into the fold as part of an overall interactive content plan is the way to make that happen.
Author Bio | Casey Dubbs | Horizon Display
Casey Dubbs, Marketing Manager for Horizon Display. Casey is a classic over-achiever who likes to get the job done right and can’t stand when things are left unfinished or with unmet potential. She is passionate about implementing others’ vision into reality. When she is not obsessing over marketing, she can be found in her garage working on her latest woodworking project. #buildlikeagirl