Capturing attention: Digital kiosks' key role

Key Role

05/04/2016

Information kiosks begin showing value the minute they catch consumers' eyes, even if those shoppers never stop to interact with the devices.

When it comes to marketing products in a store or showroom via interactive kiosks, the physical form and placement of the devices, matters a great deal. Opting for large installations with vibrant, HD touchscreens can add a new dimension to the business's presentation, drawing users in from afar and showing off the highlights of the brand even to those who don't come close and interact with the devices.

Dealerships that opt to focus on their kiosks' idle screens can gain a whole new way to influence and interest the public. When decision-makers elect to purchase interactive kiosks they need to consider proximity to high-traffic areas for the device to be effective, but if the screens are vivid enough, they can serve the important function of convincing consumers to take a closer look all on their own.

"The idle state of a device can display the brand's value proposition combined with powerful images to captivate."

Compelling installations
Kiosks are able to display a number of different content types when not in active use, meaning that all of a business's best content can reach curious onlookers. Video and images can be mixed alongside text explaining any current or upcoming promotions, allowing the idle state of a device to give an informative view of the brand's value proposition. When individuals get close, they'll be able to easily and intuitively search for more data about the products or programs they've just seen described in broad strokes.

Companies can select kiosk installations that best fit their layouts, ensuring these visual displays are always at home in their respective environments. Whether the retail showroom calls for vertical or horizontal, large or medium-sized screens, a brand can find an option that will fit its needs. Combining this flexibility of form with the ability to apply custom branding to every element of the kiosk's visual content ensures that no two firms will give clients the same visual experience, even if the devices are purchased from the same third-party partner. Every brand can play to its strengths in appealing to the public.

Comparing kiosks to digital signage
When it comes to attracting consumer interest, retailers may be considering non-interactive digital signage instead of information kiosks. A recent Kiosk Marketplace blog post by contributor Rachel Doyle, took on the question of why decision-makers might select either type of hardware, comparing the features and advantages between them. She also explained that both device categories serve the same general need - providing a customer connection even when staff members are unavailable.

Image removed.The visual beauty and information displayed on kiosks can captivate customers, even from across a room.

Doyle opined that digital kiosks' first role and main advantage is that they are digital signs with an extra dimension added. As indicated above, kiosks are hugely valuable even when they are just standing idle, painting a business's offerings in a compelling light. Doyle specified that the interactive capabilities of kiosks are significant because they keep users involved with the brand. This engagement allows individuals to continue exploring information rather than registering some static new knowledge and walking away.

The feedback that comes from a kiosk is another element that elevates these devices above pure digital signage, reported Doyle. Brands can view data on user preferences and determine which materials are getting results, and thus worth pursuing further. Signs that do not invite customers to engage and that are not interactive lack this data gathering capacity.

In the end, kiosks go beyond traditional digital signage and can improve the customer experience for companies ready to add another dimension in-store.

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