The old days of passive consuming are slowly passing by. To keep up with the new media consumption habits, where people actively interact with media or content, brands needs to enable that. Basically it's about making users of your customers. A user is per definition actively doing something, the opposite is passively consuming. That's the key point - Give your customers reasons to interact with your brand.
By constantly offering valuable* content brands build a natural interplay with customers.

Certainly easier said than done. Not necessarily digital, but it's certainly the easiest way to execute interactive ideas.

*Meaningful, entertaining, useful, non-interuptive etc.

Tags: interaction, signage, yooba, digital media, touch screen

We like the ideas that PFSK are presenting in this slide from their recent report on the future of retailing. There are many great aspects on how to enhance the user experience, and seeing the 'world as a retail experience'. The main reason to bring it up here is that we see it applicable to quite a few other segments than retail. Especially in times when borders between'on line' and 'off-line' are getting more and more blurred. I can't see why any business should thrive for improving the brand experience and business driven digital communications.

Some key points to convey to other businesses:

• The world as a retail experience - Give access to background information through other platforms than the physical store - Through various communication platforms in new contexts
• Integrate additional devices for promotions through new channels - mobiles
• Provide real time information based on customers needs
• Take the opportunity to tell a background story on external devices
• Create holistic brand experiences
• Provide additional reasons to interact with your brand

Tags: retail, digital marketing, interactive signage displays, integrated marketing solutions