Why Implement Interactive Kiosks in Your Sales Office?

SST: Attitudes are Changing About Self-Service Technology

Our Blog has been talking quite a bit about SST recently --  that's self-service technology (read here and here). Self-service hasn't always had the best of reputations; however, attitudes, preferences and expectations change quickly. One reason is changing demographics; another is technology.

Interactive meets the need for fast & concise information!

So far, we've focused on the operations side of homebuilding as technology provides builders with a new way to make information available 24/7 to their vendors, homebuyers and staff within their organization as they're able to leverage cloud-based solutions.

It's communication without conversation!

Interactive Kiosks are Self-Service and More!

Interactive technology provides many of the customer service benefits associated with self-service.

Whether your demographic is Boomers or Millennials, your home shoppers want fast and concise information. And, they're interested in content that's tailored to their specific situation: that's personalization! That type of information delivery adds up to a new level of customer service that's actionable and personable!

Interactive reaches across demographics!

Interactive technology goes a step further as it delivers content that's engaging, exciting and impactful.

Why Interactive is a Must for Homebuilders!

First, it's engaging! Take a second to ponder what are you more likely to look at and consider: a static sign with pre-determined messaging or a screen that offers you a choice of content (and that's designed to be tailored to your objective)?

81% of survey respondents say interactive displays grab their attention more effectively than static. 

CPS has been providing interactive touchscreen systems since 2008 and we've always said: interactive grabs your home shopper's attention from the minute they walk in the sales office door!

And, it's not just that there are gorgeous graphics! Grab your attention means providing the type of information your home shopper is seeking!  They're able to drill down beyond those gorgeous graphics to the details behind your floorplans (yes; there's a Jack and Jill bath; yes: the bonus room can turn into a 5th bedroom!), drag 'n drop furniture to see how your plan fits their lifestyle and email/print the results!

They're locating actionable and personalized information, in other words.  That's what interactive digital technology is designed to provide.  Our next Blog will focus on how exciting and memorable signage will further your sales efforts.

How to: Make Your Digital Signage Resonate

Today's customers -- especially those shopping for big ticket items such as homes and autos -- expect an experience that's on-demand and engaging. What can your digital signage project do to meet customer expectations and maximize impact?

Make Your Digital Signage Relevant to the Sale

Do you know your customers? Are you speaking their language? Boomers and Millennials, for example, are  different and unique in both their shopping and buying habits.  What is exciting and a reason to purchase for one may not be for the other. Boomers frequently want to comparison shop and examine purchase alternatives in detail.  Millennials work at warp speed, expect answers quickly and typically examined the alternatives before showing up in your office. 

Such differences don't mean your digital signage should be focused on a single group but... be aware of your audience when designing and be consistent in your approach.

Does Your Digital Signage Jump Above the Noise?

Get Above the Noise

On one hand, we don't really mean noise but... on the other, we do. Every location has noise -- people's voices, phones, construction activity and the like. Try to design your sales area so physical noise doesn't interrupt.

What we're really talking about, however, is visual distraction. Is your signage viewable as soon as a shopper enters? Is it visually engaging? Will it stop a visitor in their tracks? Are similar visuals distracting from the shopper's ability to focus on the digital presentation? 

Take a look at the Minto Harbour Isle interactive touchscreen image: doesn't it grab your attention and make you want to jump in and find out more? 

Make Sure Self-Serve is Enabled

It's frequently said today's buyer is in a rush and easily distracted. That may seem to be the case but keep in mind that today's expectations are shaped by other transactions. They're used to, for example, self-service via phone and website. 

Interactive Encourages Consumers to Get Engaged 

Shoppers want to jump into content and find answers. That doesn't mean sales agents are irrelevant; it does mean that shoppers will search for relevant information and then turn to salespeople for confirmation and the sale. 

Interactive digital content provides the on-demand, engaging customer experience that resonates with today's consumer. Interactive actively encourages shoppers to engage and locate their unique decision factors, on-demand. How would my home look with the optional study, where is the closest high school, are there yoga studios close by? 

Interested in exploring how CPS can help you create digital signage that resonates with your home shoppers, offering interactive content designed specifically to your target audience? Contact us here!

Get Digital Benefits (and then some!) with a Social Media Wall

"You never get a second chance to make a first impression."

Do you recognize that well-known Will Rogers saying? Debbie Wilson-Dewitt suggests, in a recent DigitalSignageToday article, that it makes sense to apply it to digital walls, as well.  

Digital Signage Helps Your Brand Stand Out

Wilson-Dewitt says digital walls are intended to create a strong impression -- and that's consistent with the benefits associated with digital signage.  You're able to capture customer attention immediately and promote your message and content.

A Social Media Wall Engages, Entertains & Starts Conversations, too

Digital Amplifies Visual

Digital signage -- with its captivating color and graphic motion -- is typically a head-turner.  It grabs attention and provides a unique customer experience.

Did you know that a recent I Am Omnichannel study reports that 70% of customers think digital signage is entertaining? 

Social Media Enhances Community

CPS offers Social Media Wall -- a unique, ever-changing combination of digital signage, traditional marketing copy/images and social media content.  The walls offer an engaging focal point at locations that see a lot of traffic such as sales and leasing information centers.

How Can You Take a Wall Up a Notch?

Apart from size, what else needs to be considered when thinking about effective digital signage and a wall?

• Size matters, initially; but content keeps people engaged. That's where social really pays off!
• Walls can greet as well as provide information
• Use walls to communicate and reinforce branding
• Answer questions through wall content and images; it keeps audiences engaged, longer.
• Be Sure the wall is designed for your audience!

Take Advantage of a Value-Add!

Walls, says Wilson-Dewitt, are an incredible value-add and any kind of organization will benefit from one. You're able to take advantage of previously developed content, images and messaging -- and present them in a unique, digital format that will attract all sectors of your audience!

How to: Make Your Digital Signage More Effective

Are you a digital signage fan -- or evaluating digital signage as a part of a newly energized marketing program?

Designing to Maximize Engagement!

Interested in reviewing a few tactics to improve your digital signage program? We're not even 50% of the way through 2018 so... there's time to evaluate and plan for success!

Make Sure You've Identified Your Audience

It makes sense that even digital signage can't be everything to everyone.

There's no benefit to repeating a message or including dynamic video in the hopes that your audience will accept it. Be sure to design and build for your target audience -- their wants and needs relative to your product.

Here's an example: a new home sales office (or, a multifamily leasing office). Home shoppers are looking not only for a new home because their family is growing (or shrinking) -- they're interested in the details that will motivate the purchase such as features (does the Master Bath include a Jacuzzi?), options and upgrades (outdoor kitchen, den in lieu of bedroom) and whether their bedroom furniture fits into the new master suite.

Then, you want to be sure to address the other factors impacting their purchase decision. What's going on in the neighborhood? How about schools? Are there parks and playgrounds near for the children?  Answers to the ancillary items build their level of interest. 

Have You Determined Your Objective?

Everyone wants their audience to engage with digital signage.  But, there's another objective out there for your project; do you know what it is?

Let's take a look at the home builder idea mentioned above -- that's CPS' target audience for the interactive touchscreen system, SalesTouch. We like to say builders have several objectives with their sales office touchscreen system: engage, inform and kick-off the dream.

Basically, SalesTouch guides the home shopper's journey towards a home purchase. The touchscreen engages prospects from the minute they walk into the sales office -- it's colorful, typically provides an interesting initial view and large enough to attract attention. Then, the home shopper is presented with choices: explore the neighborhood, find out more about the particular community and examine specific floor plans and their options/upgrades.

The last objective is to encourage the dream of home ownership: select a floor plan, mix/match structural options and upgrades, drag and drop furniture -- take that standard plan and make it your own, in other words! 

Make Sure You Are Designing for Engagement

Digital signage varies from small monitors to large touchscreens -- with video walls in there, too!

What platform are you utilizing and how do you maximize its potential? As an example: we've found home shoppers really like large touchscreens mounted into a slightly angled table. They're able to step in and get close -- some people lean in, occasionally, there are special purse and drink stands. It's all about making your audience feel comfortable and exploiting the physical hardware as appropriate.

Regardless of the physical platform, focus on grabbing audience attention -- right away.  Remember: visuals are key as they spark the imagination. And, we're back to kicking-off the dream!

How to: Make Your Digital Signage Project a Success

Daniel Waldron hit the ball out of the park in a recent Digital Signage Today article: your digital signage success hinges on creating a unique user experience for your customers.

Staying Consistent with Your Customer's Journey!

Making a Unique User Experience

What's needed to make your customer-facing digital solution noteworthy, unique, worth the investment?

Take a Look at the Basics

Waldron suggests there are several key pieces of advice:

• Ask: is your digital solution attractive?  That seems fairly basic but.. you'd be surprised! Is the actual hardware visually appealing? Too often, in the interest of perceived cost savings, you'll see monitors that are too small for the setting -- or have been touched too many times without cleaning. Stay on top of details! And, of course, make sure you're taking advantage of high quality visuals and high-res monitors.
• Incorporate Social Media into the digital experience. Have you seen the Digital Information World statistic: 71% of consumers refer to social media for purchasing decisions? Linking digital signage to social media, Waldron suggests, creates trust -- as social media recommendations carry positive weight and show you're committed to engaging with your customers. 
• Stay Customer Centric. Don't try to do everything, in other words! If you're a homebuilder, for example, stay consistent with your customer's journey: they're at your sales office because they want to make a lifestyle change. Show them your homes, let them try on various options, help them find out about life essentials in this new neighborhood (where are the local schools; how about shopping?) -- and make it easy to do! Add some fun, where possible!

Keep Your Salespeople Involved

Take a look at CPS' interactive touchscreen SalesTouch system designed for Cornerstone Communities' Aventine sales center. Wouldn't you agree it is visually attractive? And, consistent with prospective home shopper's life journeys?

Although most interactive presentation systems are designed for self-service, it is critical that your sales team is knowledgeable about their operation -- and proactive in getting home shoppers engaged. Bob Musa, in his Creating Customers book, notes that the sales process has always included making the customer aware of the product, creating interest in the product and creating intent in the purchase.  Today, home shoppers want to be educated about how your product will meet their lifestyle needs -- both system and sales agent are actively involved in that process!

Stats Show Digital Signage Engages Customers

People always ask, "Does Digital Signage really offer anything different than a home builder's website?"

SalesTouch engages and captures more attention!

Websites engage users and drive them towards an onsite sales office visit; digital signage at the sales office has different objectives.  There are potential buyers in your sales office; what should this sales tool do to turn them into actual buyers?

Following is a statistic to evaluate when considering including digital signage in your sales/marketing program -- whether an interactive touchscreen system (in a kiosk, mounted on the wall or a tablet) or a social media wall:  compare the consumer effectiveness of a digital signage display to typical "static" signage such as floorplan displays on the wall or a floor topo table.

Here, at CPS, we can help you develop dynamic digital signage that will engage, gain views, build your brand and increase sales!

Let's kick start 2017!

Design Is About Solving Problems . . .

"not just wrapping cool tech in pretty," continues Bobby Goodlatte.

Bobby Goodlatte is writing regarding Ogo Technology - a super interesting company trying to take Segway-style technology and applying it to create a new generation "wheelchair"  -- and you really need to take a look at it to understand the quotes! They realized the Segway's unique technology and re-directed the features towards a community wanting the freedom, flexibility and ease-of-use offered by a redesigned platform.

Embrey Mill -- highlighting lifestyle

Here at CPS, we like to think our interactive touchscreen system, SalesTouch, takes the same approach to utilizing creative, engaging and meaningful design while satisfying the information needs and usability requirements necessary to support a wide-range of new home shoppers.

Take a look at several of our projects: do you know what to expect when an item is selected? Does the design make your curious about what is behind the button? Can we start the interaction?

Harbour Isle -- focus on multigenerational living

Compare the presentations to a brochure; do you see how easy it is to find desired information? Do your appreciate being able to learn about surrounding neighborhood amenities?

Interactive touchscreen systems have evolved over the last 5 years.  Initially, it was all about the technology.  Today, successful deployment of interactive digital signage is based upon creating emotional connections between the business and consumer -- and satisfying the consumer's need for emotionally-oriented stories and information.

Interested in learning how you can add design and storytelling to your sales office experience? Contact CPS for details.

Millennials and the "most convincing advertising"?

Just saw an interesting blurb:

"The most convincing advertising of all is seeing your own friends buying, wearing and using the product.  We engage with our peers through social media, I've bought countless items because of what I've seen on Instagram alone."

What do you think?  

Wendell Falls, NC - Social Media Wall

Many argue that millennials use social media not only to keep in touch with their circle of friends and family but to document experiences through photos and text.  

Historically, individuals enjoyed seeing their interests gain traction from their surrounding social circle -- whether friends, work colleagues or family members. 

Technology has enabled that process to embrace ever-widening circles and become an influential source of information, product marketing and influence.

Take a look at CPS' Social Media Wall combining traditional marketing copy and images with social media messages from Twitter, Pinterest, etc.  

The result: a dynamic marketing channel projecting vibrant and ever-changing messages -- many of which are created by your audience.

The Wall attracts attention by the very aspect that it responds to an audience need for new information. Trade static, passive signage for a continuously evolving set of photos, copy, video and customer-submitted (and curated) messages -- and watch the level of consumer engagement grow!

Out of the Mouth of Babes or..Where is the Digital Signage??

Just returned from a quick trip to New York and visited the USS Intrepid Museum.  It was Spring Break and a gorgeous Spring day so...the lines were long and slow-moving for this very popular destination showcasing a World War II aircraft carrier complete with A-12 Blackbird, Concorde and Growler submarine.

I was behind Arthur -- an enthusiastic 13-year old from New Jersey with plenty of opinions on almost everything ... digital.  As our line zigged and zagged through the labryinth that tried to make the wait (to the ticket counter!) seem less than 1 hour, he turned to me and said, "You'd think they would have monitors above... telling us what was in the Museum, getting us excited about the special exhibits and advertising what's in the store."

Honest.. a 13-year old!

Bob Musa's book, Creating Customers with Touchscreen Digital Signage, talks about the value of digital signage in reducing perceived wait time, engaging customers and managing inventory.  And, a 13-year old not only gets it; he wonders why "adults" don't.

Take a look at the Intrepid website here: http://www.intrepidmuseum.org/