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DSE 2011 Trends to Watch Forupdated 02/16/11
Digital Signage Expo 2011 Trends - Part 2The Digital Signage Expo is next week! As we discussed in part 1 of this review, we found that the digital signage trend is holding strong with innovative designs, ideas & technology. The second half of the list of predicted fads is just as impressive as the first! According the DSE article, interactive technology is going to become more common as technology advances & becomes more accepted by customers & end users. Gesture-Based InteractivityRecently, gaming consoles have introduced motion-based technology so players can interact more with the game, as if they were actually running down the track or jumping over hurdles. The beauty of interactive technology is that users voluntarily participate, exposing them to advertisements. Gesture-based fixtures can be used in retail settings as well! How great would it be to not have to try on clothing at your favorite store, but rather stand in front of a screen & have it do the work for you? These interactive digital signage displays provide a more personal experience for customers, offer custom presentations for each user. Creating positive user experiences will greatly impact the overall success of a store or business.Asymmetrical DisplaysVisual stimulation, while part of the appeal of digital signage, can be extended to more than just what is on the television screens themselves. As mentioned previously with the trend of video walls, the size & shape of a digital signage presentation is becoming more & important as an effective way to draw attention to advertisements. With digital signage technological advancements, media can be portrayed across more screens, in more unique fashions. A few weeks ago we pointed out an effective perfume advertisement, which displayed advertisements, projected onto a bottle-shaped screen. With this new form of digital advertising, the company was able to create an incredibly unique presentation without the need for projectors or bulky hardware.Interactive Point of Purchase FixturesRetail is quickly adopting digital technology & all of its benefits. Self-service kiosks are just one example of how retailers can improve customer experience by shortening wait times & catering to each individual. It started with self-checkout stations in grocery stores & airports but can easily transition over to clothing boutiques & other retail settings. Not only would a self-checkout system reduce costs, but it will also improve the customer's overall experience. No more waiting in line to buy an item. Customers would also appreciate the silent request for membership programs & discounts. As a former cashier, years ago, it was my job to encourage customers to sign up for our membership program. Frequently customers refused & seemed annoyed to be asked. Having a computer request this information is less intrusive. Customers would be able to type in their information themselves, guaranteeing the info is correct & only what they want to reveal. If they are not interested, a simple tap of the screen would move them onwards towards checkout. Another benefit of interactive retail locations could be the shop online or shop at other stores feature. An interactive display could give customers the ability to check inventory at other stores without having to travel or sit on hold on the phone.Multi-touch DisplaysTouch-screen fixtures invite customers to engage in a two-way relationship between the user & advertisers. One of the most difficult tasks in advertising is getting that customer to participate. Providing physical interactivity through technology, such as with touch-screen displays, makes customers more willing to get involved. Mobile devices have already begun to incorporate this technology by offering custom applications & personalized settings. The key is to captivate the user who has thousands of choices & options available & only a small window of time to view.Outdoor Digital SignageBillboard advertisements have been effective marketing tools for years. Digital signage gives advertisers the ability to display multiple ads in the same location, keeping viewers on their toes & intrigued. The point is that customers' attention spans are short-lived. To keep them interested, we have to advance out advertising attempts by offering a variety of ads in one setting. The challenge with outdoor displays is creating weather-resistant, sunlight readable fixtures that won't distract commuters so much so that they cause an accident.The advancements of digital signage technology & its incorporation into daily tasks is thrilling. We are eager to get to Vegas so we can view all of these great ideas & just how they will work. We hope that these ideas are accepted by mainstream consumers as they will benefit all of us in the long run. |
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