An interactive display defines a display medium, static or dynamic (poster, screen...) enhanced by an interface allowing a visitor to interact with it, and in particular with the message broadcast.
Digitized spaces (the digital store in the lead) are today the scene of numerous activities, often featuring innovative technologies and aimed at offering an immersive visitor experience. In this desire for differentiation and this improving the customer journey (at any level: window, reception, waiting, waiting, choice, test, purchase, after-sales...), interactive displays have immense potential.
Interactive digital signage, a two-way communication channel
Interaction with the interactive digital panel can be at Visitor initiative (pressing a button, using a tablet...) or at the initiative of the display itself (triggered by a gesture recognition system...). If the borders are blurred, it will still be necessary to distinguish several levels of interactivity, ranging from simple triggering on motion detection to interactive games based on the direction of the visitor's gaze. The complexity and costs of installation differ, as well as the benefits and returns.
Interactive displays are primarily used by brands to improve customer experiences and journeys. These interactive broadcasts, ideal for engaging visitors, have high retention rates. They then represent a channel of choice for effectively transmitting messages, promoting know-how or simply, through fun experiences, increasing sympathy capital.
Cenareo's interactive applications
Face recognition system, remote controls, interactive synchronizations, connected buttons (Wi-Fi, 3G, Bluetooth, Sigfox...), there are many innovations bringing interactivity to the offline customer journey. Some examples of implementations:
Gamify The point of sale: the wheel game
Inspired by game shows inviting a spectator to spin a wheel on the board and win a live prize, The interactive application of the wheel game allows the visitor to spin a virtual wheel. After entering personal information (email, name, gender, gender, age, telephone...), an animated wheel, synchronized between the screen and the smartphone, shows the visitor the prize won.
This example of interactive display allows you to really engaging the customer (motivated by lots), to promote the acceptance of new screens, to enrich customer bases, to animate a point of sale, for communication purpose (logos, sponsored lots, etc.).
This application allows you to boost your business by offering a fun and engaging interactive service for the visitor and with high added value for the brand.
The interactive movie
The interactive movie allows the visitor to interact directly with the broadcast and to choose the rest of the movie. Like “books in which you are the hero,” The interactive movie invites the visitor to take control of the story and to decide for the hero. A terminal, composed of physical and connected buttons, invites visitors to choose instead of the hero.
This interactive distribution makes it possible to strengthen the brand image, through an immersive experience and unique and to collect customer data (the end of the film is only available after entering personal information). In addition, the visitor's attention during their participation in the film can be monetized by triggering contextualized content on an auxiliary screen (The film features a hero who drives a car to go to a gala evening. At this precise moment, a second screen broadcasts the promotion of a car from the partner's brand. Better: the car model changes according to the weather of the place of the interactive experience...)
Mainly requested in schools and museums for educational purposes, this application is also successful in POS.
And tomorrow, how will interactive displays evolve?
In addition to 2D (QRCode) or 3D codes, touch tablets and motion sensors that are already widely used, new forms of interaction are emerging in the landscape of interactive displays. Physical buttons, sound, light, pressure, temperature sensors, as well as voice, facial or gesture recognition systems make it possible for new experiences. Facial recognition in particular is of great interest, both for advertising applications (precise targeting) and for fun, educational or signage applications (games controlled by the eye).
But these technologies applied to this field are only useful if they provide a real service. Indeed, anyone can have a tablet pointing to their website and call it an interactive experience, but what does this device really bring? What does the user get out of it? What experience, what service for him? Thus, in this anthology of interactive display technologies, only interactive applications coupled with real uses corresponding to real needs are worthy of interest.
At a time when consumer behavior is changing with technological advances, The customer experience is more fundamental than ever for retailers. In this context, what is more effective for remembering the message and building customer loyalty than gamification of the point of sale, interactivity with visitors and The use of the smartphone as an integral part of the conveying the message. The point of sale becomes the scene of a unique, new and fun experience, the idealideal cocktail to inspire trust and sympathy. It is an original and effective way to revitalize its contests, his quizzes or surveys in store, to gamify the collection of information, and finally The transmission of messages. However, this interaction is only a tool at the service of communicators and cannot be effective without rich, engaging and quality content.
In addition to controlling the screens via smartphones, It is in reality all connected objects that are capable of triggering broadcasts, as well as online services. Les connected buttons, motion, temperature or sound sensors, are thus capable of triggering animations on the screen. Why not start a video when the coffee maker has run out of water?
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