A 2017 Forrester trend report predicted that companies will extend and enhance self-service offerings throughout the upcoming year. The report claims that customers of all ages are gravitating toward self-service as their first point of contact with a company—and that companies will continue to extend the reach of curated content offerings and personalized options.
What does this mean? That many modern businesses can use immersive, digital tools to boost their marketing efforts. From turning the learning and buying processes into an immersive experience to providing businesses with invaluable insights on their customers, self-serve, interactive technology is rapidly reshaping how consumers interact with brands.
As we’ve mentioned before, it’s a given that this type of technology benefits the education, advertising, and healthcare sectors. However, in that same article, we illustrated that, beyond the obvious success stories, industries such as medical marijuana, craft beer, and real estate also reap the many benefits of interactive solutions.
You know that consumers of all types—in nearly all types of industries—prefer self-service, interactive technology. But which kinds of interactive solutions do they prefer?
To begin, ask yourself, “What is your intended user experience?”
Considering the type of reaction you wish to elicit from your audience can help point you in the right direction:
- Are you going for creating a huge, explosive experience?
- Are you seeking something more intimate and personal?
- Perhaps you want the best of both worlds?
The success of your intended reaction is contingent on the type of technology you utilize and the corresponding size and breadth of the hardware. In short, different types of technology cater to different needs.
Consider multi-touch monitors for starters. This type of interactive hardware delivers immersive, dynamic brand experiences by offering your customers a unique, customizable experience. Another interactive hardware option to consider is touchscreen kiosks, which provide your customers with hands-on, immersive experiences that enable self-discovery.
To help illustrate the variety of options, consider the wide range of touchscreen surfaces on the market.
- 32 inches and smaller: Smaller screens are best when information presented isn’t the focal point. For instance, they are often used to show consumers details or specs of a product that isn’t physically present. They are also conducive for performing specific functions, such as searching digital product catalogs or filling out digital forms.
- 42 to 55 inches: Medium-sized screens are large enough to provide a great visual experience but small enough that they don’t impede the user experience. Often considered the sweet spot for interactive, this size of digital signage is conducive to smaller environments or if multiple screens are grouped together.
- 65 to 70 inches: This screen size range has the potential to grab the attention of your customers. However, it is still small enough to encourage small-group collaboration and even single-user interaction. Consider this range for group interactions, for striking visual elements, or to share large amounts of information at once.
- 84 inches and larger: These powerful attention-grabbers are capable of immersing customers in a larger-than-life-experience. Extra-large screens are great choices for brand- and image-focused campaigns. Consider this size range for group interactions or multiple-user session campaigns.
Measure Your Results
Still unsure of what your customers prefer? Analytics and data can help you decide.
Selecting the right hardware is crucial. However, far too many companies focus solely on hardware when planning their interactive strategies—and most end up overlooking the importance of the software selection process.
While hardware is crucial to your customers’ interactive experiences, software is the engine that drives an organization’s objectives and delivers on ROI. Pairing your hardware with the right software enables businesses to collect and analyze consumer behavior in real time—straight from the app.
The best software enables businesses to connect with their audience by using the latest in technology. In doing so, they can confidently capture insights from customers and measure ROI to make the most of their interactive investments.
Why play a guessing game when you can leverage software to truly understand consumer behavior?