February 14, 2017

DC Week 3

Putting the Power in Their Hands

Okay, all that sounds great. But how do you get the directions from a digital kiosk into the customer’s hand, so they can get on with finding that thing they’re looking for? There are a few options.

First off, let’s nip QR codes in the bud. Only 19% of consumers have ever scanned a QR code2. Most consumers do not have a QR code reader on their phone, so if it’s required, they’re going to have to download an app to scan your code. Yikes. If your native app has a scanner, that helps, but overall QR code scanning is still a foreign behavior. There are better options.

Secondly, no printers. One of the major perks of digital is cutting out the labor and cost involved with monitoring and maintaining paper experiences. If the printer goes down or you’re out of paper, you’ve made the experience more of a hassle, not less of one.

A great option is SMS direct response. It complements current user behavior (even your grandmother can text), and you collect the customer’s phone number which you can use later for remarketing efforts. Depending on the value you’re delivering the customer, you might also be able to collect an email address. Data collection helps organizations deliver a more cohesive experience by understanding how customers move across touchpoints: digital kiosk – in-store – mobile – website.

Cross the Language Barrier

For all of you who have a tourist destination in your portfolio, consider the multilingual benefits of digital wayfinding. Static signage is costly to produce and maintain, especially when you’re creating multiple versions with multiple languages. With digital wayfinding, you can translate the experience into a number of languages so more of your customers can easily navigate your location. Lower their stress; make them happy. That makes you happy.

In case of emergency

Both place-based digital kiosks and mobile wayfinding can help in case of emergency.  Not only can you generate an alert to devices, you can navigate people to the nearest exit or safety zone.  The multilingual benefit and ability to communicate with the hearing impaired is also useful.

Remember This

When considering mobile wayfinding or place-based digital kiosks, it’s crucial to understand how your customer wants to discover and explore. Give them the best tool for the job. Keep these best practices in mind:

  • Keep it Simple – Don’t make customers think
  • Show only what is needed
  • Use consistent visual treatments across digital touchpoints
  • Make it very legible

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CLICK HERE for more information on author, Mason Page.