Multi-touch technology in a retail business offers customers a unique, innovative experience, which can promote brand recognition and loyalty. When applying multi-touch media in your retail setting, there are four main factors that you should take time to consider. These will have a major impact on the type of kit you introduce to your retail store and have a bearing on the user experience created for your customers.
Define Your Goals
In what way do you want your retail store to benefit from touch technology? Do you want to use it as a means of tempting customers to enter your store? If so, there are interactive retail storefronts that combine rear projection film on glass with touch screen overlays, which can entice passers-by and turn them into potential customers. Or do you want to place the technology in-store and give customers the chance to scroll through an index of items and opt-in to promotions? Is customer throughput and placing less strain on employees your goal? Will you take advantage of cross-selling and the ability to sell related items?
Yes, touch screens are an enabler of a next generation in-store shopping experience, but until you define your goals and decide how the technology is going to benefit your business, its application will have little impact on brand loyalty or revenue.
Create a Positive Experience
The majority of your customers will have some experience with using multi-touch technology, often times through the use of a smartphone or tablet. Your aim when adding retail multi-touch media must be to create a positive experience that is going to be remembered by visitors. This must be seen as a means of giving customers the chance to interact with your brand in a way that catches their attention and promotes sales, by way of a good user interface design, easy to use software and the ability for customers to find the information they need quickly. Creating a positive brand experience and separating your retail company from the competition must always be a priority when introducing the technology to your business.
Related: Find all the equipment you need for your retail store.
Prioritise the User
You also need to make sure that the user experience is prioritised -- for both sales staff and customers -- where applicable. To do so, you should consider the following:
- Make sure branding is consistent across all forms of your business' marketing, including any in-store multi-touch technology. This should conform with the image that you want your retail business to project.
- If the number of people using the technology in your store is high, you need to make sure that the technology remains user-friendly, without losing clearness or having a negative impact on visibility.
- Placement is vital for enhancing the user experience when adding multi-touch technology to your retail business. Not only will factors such as adverse lighting have a negative impact on the reliability of the technology, but so will the actual location of the technology (if it is positioned in a busy aisle, for example). Use of motion sensors will alert your product to the presence of a customer in-store.
- It is important that you take advantage of any data retrieved from the technology and use this to improve the user experience over time. Such data will also help you to assess customer buying behaviour and increase sales.
If your retail multi-touch technology promotes quick and easy information gathering and an enjoyable user experience, it's going to give customers a good reason to return to your store in the future.
The Important Variables
To make sure that you select the right multi-touch media for your retail business, you need to take into account factors such as durability, readability, the size of equipment and image quality. The elimination of cables should be another variable for consideration, with many modern forms of multi-touch technology having Wi-Fi or 3G capabilities to improve the user experience.
In the end, in addition to big picture goals of increasing revenue, lessening strain on your employees and improving the customer experience, you need to place just as much emphasis on the minor variables too. Location, lighting and usability will have just as much of an impact on the success of multi-touch technology in your retail business.
(Image Source: freedigitalphotos.net by jannoon028)