How to Reach Nonsmartphone Users With Interactive Technology
Increasing Interaction With Kiosks
Interactive kiosks take it one step further, offering a channel for retailers to provide value through deals exclusive to that kiosk. For example, if a customer at Kohl's can't find a product in a specific color, he or she can use the in-store kiosk to have the item sent to their home with free shipping, an option not always available to mobile or online shoppers.
Even if customers do have smartphones, interactive kiosks provide a direct destination. Instead of having to pull out their own phone, the kiosk gets them where they need to go, providing relevant information framed with the retailer's branding and messaging. Interactive kiosks keep in-store customers focused on your brands and merchandise. Kiosks can also enhance retailers' interactions with customers. These machines act as an opt-in point for connecting with customers through other channels (e.g., email and social media).
In this age of innovation, it's almost too easy to focus on the next big thing and leave behind those consumers who aren't moving quite so fast. Retailers need to integrate all channels, and interactive technology provides a means to do that as well as spur interaction with all types of consumers.
George Burciaga is the founder and CEO of Elevate Digital, a digital media company focused on developing interactive products that increase communication and enhance consumer access for retailers.