In a tech-savvy world, touchscreen kiosks engage users

The current age of digital prevalence presents a unique opportunity to reach out to customers through information kiosks.

The march of advanced technical devices into every element of consumers' lives has changed the way retailers can and should deploy interactive systems. While at first it may seem that the rise of smartphones and tablets would take away some of the interest or excitement generated by kiosks, it has instead given individuals a frame of reference and makes them more effective.

"A few simple actions can give users access to valuable information."

If someone uses a touchscreen phone each day, he or she will be equipped with a vocabulary of touch gestures. People today know what to expect when they swipe, pinch or tap a screen, and well-designed interactive kiosks can put this knowledge to good use. A few simple actions by users can give them access to valuable information and compelling multimedia, presenting the brand in a great light. Furthermore, the fact that these devices possess large and vibrant screens means they are still compelling and attention-grabbing, even in a world saturated with technology. Today's shoppers are perfectly suited to engage with interactive kiosks.

Valuable marketing components
The pervasiveness of digital technology and the reach of touchscreen devices into many different aspects of consumer life have created a moment uniquely suited to kiosk deployment in retail. There are many advantages to using these devices that are just becoming obvious. Here are a few:

• More user-friendly than ever: While once a touchscreen kiosk may have come with a learning curve, it appears that is no longer the case. People used to working with tablet screens will be right at home zooming in on things that interest them or swiping through a deck of digital images. When functionality is easy, the content becomes the star. Companies can be sure that consumers will have a good view of the pictures, videos and interactive content they create, and the brand experience will reach the desired goal.
• Mirroring the online experience: Touchscreen kiosks can be integrated seamlessly into a company's digital marketing strategy, with the added value of reusing content that already resides on its website. In the present online-centric market, those Web pages are a jumping-off point for shoppers. Ensuring that the information those customers encounter in showrooms matches the brand details they encountered online is a great way to increase their comfort in making a purchase. Having data shifts the in-store marketing, permitting attribution or A/B testing.
• Entertaining and fun: Kiosks can play host to engaging branded content, up to and including touch-sensitive games. Savvy touchscreen users can spend time interacting with these elements, in an environment controlled by the brand in question. Leaders need to remember, however, that people used to working with polished mobile apps might be put off by poor functionality. Therefore, retailers should seek out kiosk software that ensures responsiveness and performance.

Familiarity with touchscreens has left consumers ready to use kiosks to their full extent.

The face of the brand
In an era of digital devices that go everywhere with their owners, retailers can magnify and reinforce their brands on the touchscreens and deep content offerings of their touchscreen kiosks. Studies have shown that consumers feel more affinity for a product when they interact with technology to learn about it than when they watch or read something on a digital sign. More importantly, the brand and customer experience can be designed to merge the consumer's journey across websites, mobile devices and in-store. It's possible to focus on telling a brand story, showcasing lines of products and visually explaining the unique value propositions of the company. Letting a consumer quickly jump from point to point, instead of forcing them to watch a linear presentation, will give consumers a familiar experience they have come to expect which can lead to better customer satisfaction overall.