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Five tips on using touch-screen technology

Advice from Kalyna Stiles Store, business consulting director at retail technology firm NCR

1. Create ‘sticky’ content and use it across multiple channels in an integrated way to reinforce your message. Retailers need sticky content across integrated online, mobile and store digital channels which can be changed quickly in response to what’s trending in social and traditional media or even the weather, giving an additional boost to sales of celebrity-inspired fashion items or seasonal clothing. 

2. Simplify the navigation on the touch screens. Consumers do not browse online using touch screens in-store in the same way they do on their laptops or tablets. A big-button approach is required in-store, making it easier for consumers to navigate to the key sections they need. Retailers need to make use of barcode scanners to make it easier for shoppers to short-cut their way to information about products in which they are interested. The touch screens also need to be located in areas where shoppers feel comfortable entering their credit card details securely. 

3. Create a sense of brand theatre in-store with digital signage, and enable shoppers to get hold of items straight off the catwalk using interactive touch screens. 

4. Measure the effectiveness of your campaigns. Retailers can boost revenues by identifying which in-store marketing campaigns work best. Retailers should track customer footfall, checkout queue times, the audience reach and dwell time.

5. Start your journey now towards a digitally immersive in-store experience with touch screens and kiosks. We’re only now beginning to see the use of touch screen usage in-store, which will become even more interactive in the future. We may also soon see gender-recognition technology, which will make it possible for digital signage to display content according to the demographics of the consumers who pass by.

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