Touch technology - a new paradigm

The pervasiveness of touch-based technology is hard to deny.

One need only spend a few moments with a young child that is familiar enough with gesture orientated platforms to realise how universal this technology has become. Even in the absence of basic literacy these solutions are able to communicate intricate concepts with startling efficiency.

Communicating effectively

It is this very element that has executive decision makers, marketers and salespeople raising their eyebrows with interest. Consumer apprehensions relating to touch platforms have now dissipated. Today, these individuals expect more than just a one way conversation with a brand or its products. They expect interactivity.

Therein lies the greatest challenge. Gesture capable displays are now relatively inexpensive and simple to implement. The market has responded to success by ratcheting up demand, which has in turn lowered the perceived barrier to entry once associated with these offerings.

Despite this, the content or platforms introducing new buyers to product ranges or guiding shoppers through sprawling retail outlets are often bland and uninspiring. These systems seldom make use of valuable analytical capabilities to measure user habits and fail to communicate with networked display technologies nearby.

Easier for the consumer

In a sector that is effervescent with new possibility, the individuals responsible for unlocking this potential are settling for second best.

Imagine an interactive marketing system that could swiftly and simply direct consumers towards products of interest. Identifying and mapping these preferences, the platform might begin to make dynamic suggestions to purchase supporting products, offering competitive pricing information and a route to the nearest participating store.

Now, picture this information automatically transferring to a smart device such as a tablet and mobile phone. By indirectly guiding the consumer through the purchase process, such a solution could introduce significant cross sale potential to the retail mix.

The value associated with theoretical technology of this nature is almost tangible. Unfortunately, there are precious few use cases demonstrating this capability in the physical world.

This does not mean that they are entirely absent. It simply highlights a distinct reluctance to take the next step.

Formatting

Increasingly we are beginning to notice a growth in the popularity of large format retail-based touch displays. Although these are meeting consumer needs to come extent, many marketers in this space have not yet realised a few simple truths.

Portrait is more effective than landscape. As consumers become accustomed to seeing landscape orientated platforms in these settings, landscape offerings quickly transform into focal points for the eye.

Measurable analytics are equally important. The technology and content may be available, but without appreciating how individuals are reacting to them it is impossible to improve.

In order to understand the customer, organisations must engage. Touch technology, in many ways, is the most effective and affordable answer to the question of 'how?'.