DSE Session 2 – Using Interactive Technology to Lift Sales & Drive Revenue

11th Screen | The Interactive Out-of-Home Blog

Robert Ventresca (NCR), Jordan Scott Baltimore (Oyster Digital Media Corp.)

Robert’s up 1st – What is interactive technology?  Interactive covers wide range of techs used in the world today.

For today’s discussion, they’re going to focus on in-store.

Blurring of terminology is increasing rapidly.

What’s driving adoption of interactive?

  • Multi-channel synchronization. Wow, what a word.
  • Automating routine activities (this is very much a utility use/benefit – hmmm).
  • Empower customers and employees – this is the only thing they’ve talked about that even resembles/eludes to experience.
  • Enhance the consumer experience – there you go (just wasn’t on the slide)

17-month Wharton study of 500 retail stores – 4 key drives of customer satisfaction:

  1. Availability of product information
  2. Source of information helpful
  3. Customer perception of product availability
  4. Checkout line waits

Interactivity = self-service. He’s caveating that statement. Understand. Interesting that he’s coming at it from a utility-first POV. Can just tell in his approach.

Key components of interactive projects:

  • Infrastructure (hardware, installation)
  • Software
  • Content

“Content is king” – everyone has said this today. I can’t tell you how many times I’ve heard it. He’s making the point that all 3 – infrastructure, software & content – are king. Can we just say the king is dead now?

This is a very systematic approach to “interactive.”

Jordan now – challenge the 3 king/content king thing. “The customer is the king.” – Amen, brother, amen.

These are the guys behind the Samsung Experience. They approached it as – If I was a customer in this experience, what would I really be blown away by? They also wanted to support the brand ambassadors (sales reps), too. Not replace them.

He’s saying all the things that align with my thinking – not talking to the consumers, it’s talking with the consumers. It’s not a 1-way communication, it’s a 2-way communication. It can and should be measured.

Just talking, talking, talking – show us the pictures, or a video, show me this baby, Jordan!

Interactive technology should complement and enhance traditional engagement.

How can we use interactive technology to get consumers involved? How can you make a consumer make a better decision at the point of sale? Good questions.

Start with the consumers. That simple.

Oyter’s Retail Experience Platform: Relevant, Interactive, Intelligent, Integrated.

This is a good session for this audience to hear. I just wish it were more compelling. Photos. Videos. Something that has a wow factor. Just wasn’t there.

Nut – Interactivity is good. It’s effective. Think about implementing it. Start with the consumer, not the technology.

Word of the session – Multi-channel synchronization.

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