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Creating a digital experience that captures the customer

June 21, 2013 by Jim Stoklosa — Director of Digital Signage, InReality

At most, a digital screen in a typical retail store has about 1-3 seconds to convince you that it's worthwhile to take a closer look and engage. In those 1-3 seconds the viewer is actually looking not only at the screen but at the things around it and making a very quick decision as to whether or not an interaction will bring value. Most consumers have been conditioned to expect looping infomercials on digital screens that have been placed as-is on a shelf, and they usually bring that bias to the experience. More often than not, they simply walk right by never even taking a closer look.

The Inside Out Approach

The viewer is looking for context, especially when the screen itself has a lot of motion or text. It makes sense to have the content be the focal point of the fixture, but how the screen is packaged, mounted and oriented has a lot to do with a positive perception. If a faceplate or enclosure is incorporated, use colors, themes and fonts that complement the content on the screen and coexist with the overall architecture of the room.

Consider this job No. 1: Make the screen look like a lot of time was spent designing the experience because, hopefully, it was.

Another consideration is the faceplate itself. Larger screens tend to project better with a cut-out in the material for the screen but have the display cabinet covered. Smaller screens can be made to appear larger by not having a cut-out, but by using a clear material over the screen portion and textured or colored portions surrounding it.

A Call to Action

Okay, we have a well-designed, well-conceived digital screen that looks good. It's playing content and hopefully drawing lots of attention. What now?

We need a call to action, something that builds on the experience. This can be accomplished in a number of ways.

First, add text to your content that is relevant to a person in this moment. Sale items, complementary products, product information will all make sense IF it supports the actual items surrounding the fixture.

If the experience is designed to be interactive (touchscreen, button press, RFID, etc.) then be sure to call this out. Highlight what the triggers are, where they are located and what they will do. Above all, try to accommodate for variables; not every person will experience the interaction the same way.

It's All about Dwell-time

Getting people to stop, read, interact and use a digital signage fixture in a retail location is challenging but can be accomplished with good design and a firm understanding of experience objectives.

The key is making the experience cohesive, specific and purposeful.

Most people welcome technology in the overall shopping experience and some have even come to expect it. But the key to a successful engagement lies in the ability to instantly convey value.

About Jim Stoklosa

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