Interactivity can often be an important driver of visitor engagement, which is the key to any successful digital signage rollout. In this article we will explore the different types of interactive digital signage experiences and discuss the components required to bring them to life.
QL supports interactive experiences
Interactive signage engages and motivates viewers but many don’t know how these interactive digital signage systems work, so let’s dive in.
You will encounter at least four types of interactive digital signage applications:
The first and most common application is when someone interacts with your content using a touch-enabled screen. Think of wayfinding screens or interactive kiosks you commonly see installed in shopping malls and public spaces. In other cases, businesses might install wall-mounted interactive tablets which are another great way of displaying interactive content. More recently we have seen a rise in popularity of interactive ordering kiosks in quick service restaurants.
The most popular type of interactive content is written in HTML5. When this type of content is displayed using QL Player, all interactivity is retained. QL Player will display HTML5 content natively so there is no need to convert it to another format. It saves content designers time and it’s the quickest way to get your content on your digital signs.
When QL users publish their HTML5 content, they can choose to transfer all the required files to each device. This ensures the content will play flawlessly even if there is an issue with the local internet connection. It’s especially important in cases where the endpoint device uses wi-fi as these connections can be unreliable.
The second application relates to people who interact with digital screens using a smartphone. This could be an employee who modifies a screen’s programming or launches sales support content on-demand. Think of a salesperson showing a video of a product that isn’t available in-store to a potential customer. In this case, interactivity becomes a key component of the retail store’s omnichannel marketing strategy.
There are many other examples, such as a merchandising manager who modifies a retail store’s digital signage content mix to respond to competitive pressures or market conditions.
Human resource staff often use interactivity in their corporate communications. HR staff can launch training videos or show company information on corporate digital signage screens when onboarding new employees.
Quick-service restaurant workers can modify prices, change product photos, and edit menu items on their restaurant’s digital menu boards using a smartphone or tablet.
It’s important to note all these applications are fully supported by every QL version and there are no additional modules required.
Lift and learn
The third application is called “lift and learn” and is used in many retail scenarios. When shoppers interact with a product, let’s say they pick up a smartphone or other electronic device, a nearby digital signage screen will stop playing its programmed content and show the device’s technical specifications.
Each time the person picks a different product, the information automatically changes on the screen. This way the shopper can make a better-informed purchase decision without the assistance of a salesperson.
QL supports this type of application on Windows PCs and Android devices, like Navori’s STiX media player.
Computer Vision and other live data sources
The fourth application uses a combination of artificial intelligence (AI) and computer vision technology, like Navori Labs’ AQUAJI, to send information about the audience to each media player in real-time.
The information can include:
- The number of people looking at the digital signage screen
- Their demographic makeup
- The time spent by each person in a given area
- The time spent waiting
- What viewers can actually see within their field of vision.
By combining QL and AQUAJI you customize your interactive display’s content based on the audience’s age, gender, time spent within a specific area, or time spent waiting. This ensures you will never show the same content twice.
AQUAJI will generate metrics based on the audience but it can also interface with QL to modify what’s shown on screen based on who’s looking at the screen. QL will adapt each digital signage display’s programming based on this information so the content shown is always optimized for the audience.
Our technology works for all types of digital signage screens:
By combining these solutions, retailers can improve the customer experience and gather useful data that will guide them through future marketing activities. AQUAJI data can be used to plan store upgrades, optimize floor layouts, improve staffing levels, and much more.
QL Digital Signage Software and AQUAJI Analytics are available in Cloud and on-premise versions.