Hardware

3 ways digital signage tablets deliver better experiences

When it comes to digital signage, most envision a large display that showcases bright, colorful content. Most do not think of tablets. However, in many use cases, commercial tablets can deliver excellent customer experiences.

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January 26, 2021 by Digital Signage Today

When it comes to digital signage, most envision a large display that showcases bright, colorful content. Most do not think of tablets. The reason for this, according to Rob Avery, VP of services at STRATACACHE, is that most people view tablets as inherently consumer devices.

However, in many use cases, commercial tablets can deliver excellent customer experiences — they offer flexibility, personalized content, as well as insights and analytics.

Flexibility

While consumer tablets are often limited in size, commercial digital signage tablets like STRATACACHE's new LINQ all in one tablets, can range significantly in size, which offers a great deal of flexibility.

STRATACACHE's tablets range in size from 11 to 55-inches, which provides a number of different options. The LINQ tablets are flexible in other ways as well since they combine computing, touch, connectivity, camera and the ability to integrate peripherals all into one device, with no need for a battery.

"18-inches or below allows for things like power over Ethernet," Avery said in an interview. "Having the flexibility with multiple form factors to put in nontraditional spaces and removing the need for large construction or install efforts. Smaller format displays are like a swiss army knife. They have a ton of tools to play and ideate with while coming up with client solutions, such as smart lockers, pickup automation, next gen point of sale, product discovery, wayfinding and assisted selling tools."

In places that have limited spacing such as retail stores, smaller retail tablets can also be integrated into pieces of furniture or into existing shelving.

Larger tablets can act as more traditional displays, while also providing the capabilities of a commercial tablet, such as custom applications, interactive content via touch, as well as the ability to gather data and insights via additional sensor tech available.

Personalized content

Avery noted that with commercial tablets, in addition to the standard form factors, the hardware can be customized to meet a specific need around form factor/size as well as additional client-driven requirements. But even with standard options, things like sensors and built-in cameras allow for unique and personalized experiences.

"Having a camera allows us to see if someone is ten, five, or one-foot away from the display. We can tailor messaging based on proximity," Avery said. "At ten feet we could provide a branded message, while at one foot, we can entice the consumer with a specific call to action, asking them to engage with the content. This allows for a new level of content strategy that we're excited to bring to our clients."

It's also important that technology providers accommodate options besides touchscreens, such as scanning QR codes or controlling content from users' own phones. Avery added, "Throughout the pandemic, the Services team has been building solutions, POCs, and ideating around ways to craft meaningful user experiences with all in one tablets being a large part of the solutions. Putting information at a customer's fingertips as well as utilizing their own devices to interact with the signage or easily communicate in real time with a brands staff. Things like curbside pickup and ordering queues work really well with this combination of tablets in conjunction with a user's mobile device."

STRATACACHE also offers other customization options, such as:

• AR experiences utilizing built-in cameras.
• Personalized experiences based on user interaction, sensor data, or native app integration.
• Pairing loyalty app with Bluetooth technology.
• Building custom apps with HTML or Javascript.
• Porting over client's existing web applications or solutions.

Insights and analytics

Lastly, with a tablet, users can test out a variety of digital signage content and options to see what works best. Data collection allows for a solution that can evolve based on insights gleaned from usage.

Avery said that STRATACACHE allows clients to do A/B testing with their tablets to see what content gets the best results.

"We need to be dynamic and organic when it comes to custom high-end solutions or even static signage. With market conditions constantly evolving, what works one month may change the following. By testing and learning what content strategies are working and which aren't, our campaigns and solutions can evolve and iterate along with the changing conditions."

Avery said that with STRATACACHE's in-house capabilities, "it's great that we don't have to think of solutions, hardware and platforms as a hammer, because then every use case looks like a nail." Instead, solutions are developed where users can build and test from scratch.

"By having the ability to provide the design and manufacturing all the way through to peripherals and software, this opens up a large opportunity when a user has a unique use case," Avery said.