Just imagine a customer in an auto showroom is touching headlamp of a bike on display and subsequently a screen next to the product shows key features of the headlamp– its engineering, performance in foggy weather conditions and so on. Similarly, a touch of the engine brings alive on the screen the functioning of rpm, vibration handling, and other internal mechanism. This touch-based solution by Streme Digital Signage is of great interest to marketing team to bring effective interactivity to products.

The concept of touch-based solution can be extended to other newly launched products like cell phones, electronic gadgets, corporate receptions, events, exhibitions, etc, apart from automobile products. In case of VIP customers, it can be a Bluetooth-based interface on an enabled cell phone where demonstrations can be remote controlled.

This method of remote control is useful when too many customers touch the product at the same time. Since the touch-based solution was a missing ingredient in Indian signage industry, Streme Digital Signage was instilled to invent the technology and to enhance the country’s interactive media. It took them three years to develop the solution. Today, with over 100 components, it can deliver almost any solution to power displays that make best interactive sense to customers.

Why interactivity?

Studies all over the world have proved that this touch-based interactive medium has the highest recall, learning and retention power. Instead of measuring who is looking at looping digital signage screens showing content in a loop, it is far more effective to show relevant context sensitive interactive information to the customer. The deeper the embedded experience in the environment, the more seamless it is for the customer. The better intuitive is its use, and hence the greater its recall.

How does it work?

Touch-based interactive medium is quite a simple concept. Touch sensors are mounted on the objects and linked to a display controller. The programming takes care of what content is displaying on which customer action. The framework has to be capable of handling interactivity, dynamic product information content, centralised control, mechanisms to monitor feedback, etc.

Solution components

Screens: By using the right screen components for the solution, Streme Digital Signage delivers a compelling experience to the customer. For example, for auto showrooms, the company recommends a data projector powered screen using special films. Large sizes are typically measured around 10 x 8 ft. And for smaller products like cell phones, one can use just 15- inch screens.

Sensors: For each customised solution, one has to use different sensors. Choice could depend on use, sensing distances, size of sensor, etc. Here, the idea is to embed the solution into retail experience and deliver an intuitive experience to the customer.

Enclosures/fabrication: The special enclosures and fabrication units used in the solution give the desired look and feel to the display. It enhances functionality and hides electronics behind the scenes. Designed jointly by architects and product designers, this component is critical for seamless integration.

Signage player and interactive engine: A special control box to communicate between sensors and digital signage player indicates which sensor was touched. Based on the active sensor, relevant content is triggered in the player. Coupled with dynamic product info, pricing, features, current inventory levels, and transaction processing, this solution can be extended to all kinds of shopping experiences.

Advantage over touch-screen kiosk

Interacting with a touchscreen kiosk does not give the touch and feel experience of a real product. The sensorbased approach focuses on making interaction with live product itself interactive as compared to touchscreen kiosks. Additionally, the framework of Streme Digital Signage is effective with RFID, Bluetooth devices, bar codes, XML trigger files as well as in enacting with parameters from other systems and building management system triggers.

General applications

As long as the touch-based solution is popularly used in general purposes like product launches, flagship stores and demonstrations of new products, this device is quite significant for educational programmes. Even the device is extensively applicable in retail stores. For example, when a customer lifts a mobile phone on display, a nearby screen automatically shows its key features.

Another instance, a rack displaying sports kits in a sports store can be embedded with sensors for sensing changes in weight to drive digital signage content. Key features and styling of the sports goods could be seen in detail on an adjacent screen.

What next?

Streme Digital Signage team is constantly engaged in providing effective solutions to marketing professionals. The company is looking forward to innovate the touch-based solution technologies further and more information on it will be carried out in the forthcoming issues of DigiSign Digest.

* The author is CEO and co-founder of Niche Softek Pvt Ltd, which provides signage technology solutions. He can be contacted at deven.limayae@streme.tv