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Digital Signage and Magic Mirrors: Driving Business Value

Learn how digital signage, displays, and magic mirrors can transform customer and employee interactions, and discover how to get started and what it means for your business.

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Digital Signage and Magic Mirrors: Driving Business Value

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  1. WEBINARScreening The World: How Digital Signage, Displays, And Magic Mirrors Drive Business Value J. P. Gownder, Vice President, Principal Analyst January 26, 2016. Call in at 12:55 p.m. Eastern time

  2. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  3. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  4. We’re getting accustomed to seeing screens everywhere Apple iPad menus at New York JFK Airport

  5. They’re becoming ubiquitous Gas station forecourt interactive display

  6. And they’re getting bigger Interactive directory at Boston Logan Airport

  7. Some look kind of like robots . . . TSA projection screen announcer

  8. . . . while others are actual robots! The Lowe’s OSHBot

  9. But many more are QSRs The FDA ruled that all QSRs must provide nutritional information on all food and beverages by December 1, 2016.

  10. Advertising drives many implementations

  11. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  12. Signage leads to two types of value creation Information overload (1970, Stanley Milgram) The Paradox of Choice Cognitive effects: The mere-exposure effect The habituation effect

  13. The mere exposure effect: Just by being exposed, people grow more interested The mere-exposure effect is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them.

  14. But the mere-exposure effect has diminishing returns — like hearing a song

  15. This counterpoint to the mere-exposure effect is psychological habituation Habituation isa process that decreases a behavioral response to a recurring stimulus. We become inured to these stimuli, and ultimately do not “see” them effectively.

  16. The psychology of impressions 1 Mere-exposure effect 25+ 2 1-10 11-25 Diminishing returns 3 Habituation effect Interest level 1 2 3 Number of impressions

  17. Digital signage can solve these cognitive biases • Use the mere-exposure effect to your advantage. • Overcome the habituation effect with dynamic, frequently-changing content.

  18. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  19. Signage creates two types of value for your business Digital customer experience (DCX) Digital operational excellence (DOX)

  20. And displays enable four key scenarios across DCX and DOX

  21. Branding: make a real-world impact Canada’s Scotiabank Plaza in Toronto Interactive content, marketing content Social media News (headlines, stocks, and weather) and entertainment (including live broadcasts)

  22. Brand COSMOPOLITAN HOTEL, LAS VEGAS LOBBY

  23. Inform: from the mundane to storytelling Spaulding Rehabilitation Center Video content of scores of patients who have recovered from catastrophic injuries Mundane information like events, menus, and employee of the week announcements Wayfinding can be a key scenario here

  24. Inform WAYFINDING IS A COMMON INFORM SCENARIO

  25. Interact: drive customer actions Uniqlo (Japanese retailer) in China: Magic mirror display WeChat social media campaign Results: more than doubled WeChat followers and increased sales of clothing items 30%

  26. Interact McDONALD’S KIOSK ORDERING, COMMON IN FRANCE, IS EXPANDING IN 2016 France 2015 USA 2016

  27. Work: integrate work processes and safety into worker-friendly displays High Liner Foods, the leading North American processor and marketer of value-added frozen seafood, employs many hourly production workers. Use entertainment/sports news to capture attention Shows HR, weather, inventory levels, schedules

  28. DCX scenarios address customers along points in the customer journey Discover Explore Buy Use

  29. Whole Foods in Alpharetta, Georgia: Digital signage drives CXP

  30. Digital signage experiences for education and upsell • Expand your palate — Allows shoppers to discover products they might like based on their individual taste preferences. For example, tapping the tile “tastes like dark chocolate,” reveals a coffee and wine product recommendation. Tapping the “I like” tile for curry or BBQ ribs reveals a relevant beer pairing for each. • Celebrate your passion — An Instagram feed of photos of favorite pairings from the Avalon, GA community using #WFMAvalon. • Become a connoisseur — Educates and assists customers by answering questions such as, “I’m having a party; how much wine should I buy?” or “How do I make a cheese plate?”

  31. Showrooming is for real A whopping 41% of customers who price check on their phones in store buy the product elsewhere.

  32. On the other hand, design and technology innovations can alleviate it • Digital signage • Interactive self-help kiosks • “Click and collect” spaces • Intentional flow designs

  33. DOX helps the employees who serve customers be more effective Freeing up time for customers Driving communications strategies Improving safety and productivity Empowering new levels of collaboration

  34. Lower repetitive workloads with dynamic shelf pricing

  35. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  36. Displays can be dynamic or less so

  37. Four technical considerations when choosing a digital signage solution

  38. There are hundreds of vendors (HERE’S JUST AN INITIAL SNAPSHOT)

  39. Agenda • Screening the world • The era of distraction • Transforming customer and employee interactions • How to get started • What it means

  40. Digital displays act as automated sales associates and coworkers A key connection between digital and physical worlds The face of intelligent customer service robots A meeting facilitator, note-taker, and participant

  41. Please download and read my reports! The Digital Signage And Display Opportunity In 2016Put Your Digital Business On Display For Customers And Employees Alike The Future Of Jobs, 2025: Working Side By Side With Robots Automation Won’t Destroy All The Jobs, But It Will Transform The Workforce — Including Yours

  42. J. P. Gownder jgownder@forrester.com Twitter: @jgownder

  43. DIGITAL TRANSFORMATION 2016 May 10–11, 2016 • JW Marriott Orlando Grande Lakes • Orlando Your customers, your products, your business operations, and your competitors are fundamentally digital. Both business leaders and technology innovators must transform to a thoroughly digital business or face becoming digital prey. New this year: DIGITAL TRANSFORMATION brings these groups together to help you collaborate and successfully transform your organization. Attendees will learn how the newest digital platforms and emerging ecosystems can accelerate their journey, and we'll identify best practices, ideas, and behaviors.

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