The question is: how to increase the consumer engagement using digital signage? One of the best answers to this is: Interaction. We have to, for a moment  remove our marketing and technology hats and put on  ’consumer psychology headgear’. Wisconsin School of Business has published a whole chapter on Sensory Factors and Consumer Behavior.  Let me highlight some parts of the book which correlate with interactive display technologies.

Authors  Joann Peck of University of Wisconsin and Terry L. Childers University of Kentucky write that,

Our judgments about a store, its products, and even its personnel, are driven in part by the smells we encounter (our olfactory system), the things we hear (our auditory system), the objects we come into physical contact with (our tactile system), our taste experiences (the gustatory system), and what we see (the visual system).

So if screens are interactive, we not only capture the visual system but also the tactile system.

The sense of touch, or haptics (touch with the hands) has historically been the least studied sense in marketing. Perhaps the rise of online and catalog shopping, and an inability to physically examine products prior to purchase has spurred this area of research. The primary categories of touch and haptic research include the differences in product attributes that encourage touch, individual differences in the motivation to touch, and situational influences that encourage touch. Finally, one research study examined the interaction between vision and touch and the elongation bias.

What we can possibly deduce from this is that when a display is just put up in a retail environment, it acts as an aid to the overall marketing goals.  But to actually utilize a display , it may be made interactive. With a touch glass interface or gesture recognition and tailored content like interactive catalogs, consumers are likely to interact more and actually buy products since it is at the last instance of their purchase decision.

Another major area in need of future research is the need to move from a more “sense by sense”
perspective to investigations of the multi-sensory integration of sensory inputs. As Calvert, Spence,
and Stein (2004, p. xi) note, “here can be no doubt that our senses are designed to function in concert and that our brains are organized to use the information they derive from their various sensory channels cooperatively in order to enhance the probability that objects and event will be detected rapidly, identiifed correctly, and responded to appropriately” (emphasis added). Ernst, Bulthof , and Newell (2003; cited in Newell 2004) found that bimodal recognition was enhanced by 10% versus learning that occurred either visually or haptically.

Digital signage companies and integrators should convince their clients to incorporate touch overlays and gesture control. Multitech AV from Dubai is providing prospects and enthusiastic clients with innovative solutions in touch, gesture and all forms of interactive media. Many more companies are trying to promote such projects in the GCC.

Touchmagix technology available by Multitech AV from Dubai

Coming back to senses, I loved the conclusion of the chapter from the book:

IN CONCLUSION, TO MAKE A FULL TURN; IF IT TASTES,  SMELLS, SOUNDS, AND FEELS LIKE

A Duck,  then it Must Be A …. (Duck)”. “Perhaps,” would seem to be the best answer. Sensory stimuli can aid in our processing of information and sometimes can bias and mislead us in forming our impressions. This fascinating contradiction, however, makes the study of sensory factors in consumer behavior challenging and all the more rewarding as we further our investigations of how consumers make sense of their world.

____________________

Credits:

Wisconsin School of Business: http://research3.bus.wisc.edu/

http://www.cartoonstock.com/

The 5550 is an Ultra Thin Bezel Multi LCD; a breathtaking technology with Full HD and Ultra Narrow Bezel (5.5mm), the OLM-5550 will pioneer the multi-display market with seamless tiled display experience and vivid images. Being equipped with eco-friendly DIRECT LED BLU, the 55” FHD multi display consumes less power than conventional CCFL BLU model.

Some additional specifications are as follows:

• Luminance of White: 700 cd/m²
• Contrast Ratio: 3,500:1
• Number of pixels: 1920(H) x 1080(V)
• Input: DVI-D x 1, PC x 1, Video x 1, RS-232C x 1, LAN x 1, Service x 1
• Terminal Output: DVI-D x 1, PC x 1, Video x 1, RS-232C x 1
• Multivision: Yes (Daisy chain)
• Bezel (Seam Gap): 5.5 mm
• Max Multivision Layer (W x H): 10 x 10 (15×15 Option)
• Built in temperature sensor: Yes
• Built in light sensor: Optional
• OSD Languages:  English / Korean / Japanese / Spanish / Italian / German / French / Russian / Chinese
• Additional hardware (like TV tuner, ports): On request

The official distributor of the 5550 for GCC countries  is Multitech AV LLC from Dubai

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Euromet website says:

Italian spirit is the trademark, that attention to detail that makes us proud to be a quality standard World Wide recognized. The designed solutions take the shape of our projects and the Customer needs.

Originality and uniqueness from simple words turn into tangible product lines:

• Monitor Mounts
• Projector Mounts
• 19″ Racks
• Trusses
• Light Tripods
• Speaker Tripods
• Speaker Stands
• Speaker Stands
• Table Mic Stands
• Musical Stands
• Spare Parts

The products not only look amazing,  the materials used are superior in quality  - a class apart from the rest. Now it’s up to the integrator to decide!

Brands are leveraging this mega screen since McCarran airport is a venue to travelers from all over, especially the ones with great purchasing power.

It was inaugurated last year and has come a long way. Here’s it’s inaugural video:

Airports in cities like Abu Dhabi, Dubai and Doha also should implement seamless video walls with at-least 50 screens, considering the tremendous possibilities of enticing travelers who are waiting in indoor areas of airports.

Seamless technology which is now common in cost-effective LCD screens offer bezel widths as low as 5.5 mm, offered by Orion, Samsung, Barco and NEC.

Orion, out of all the choices seems to be the most cost-effective and superior in quality, as it makes use of Samsung panels manufactured in their exclusive industrial-grade display factory in Korea.

We all have seen the rise of video wall technologies. The bezel widths of screens  have been significantly reducing over the years. Though this technology has been progressive in Plasma  displays with seam gaps going as low as 1.9mm, the new trends will be set with LCD displays which can be used in video wall configurations.

Samsung produces the panels and has it’s own range, but by the time it reaches Gulf countries, the price go through the roof. Orion, a Korean company which has sold the most seamless plasma displays in the region, has a range of cost-effective ‘ MLCD’ displays. The seam gaps have been  reduced to just 7.3mm for 46″ and an impressive 5.5mm for 55″ displays! These are infinitely expandable displays which can be configured s per your interiors or specific requirements.

Apart from this, these displays by Orion are industrial grade – thus can be perfectly applied in retail, corporate offices, events and educational institutions.

Orion documentation says it all:

Breathtaking technology with Full HD and Ultra Narrow Bezel (5.5mm), the OLM-5501 will pioneer the multi display market with seamless tiled display experience and vivid images. With the proven multi product know-how, new OLM series (OLM-4610, OLM-4650) offers the best proven Videowall performances with multiple value-added functions. Designed for various Videowall applications, OLM Series offers remarkably bright and clear picture unblocked with multiple seams and can be utilized in a variety of digital signage and multi-screen configurations.

Orion MLCD screens have an exclusive distribution channel in Dubai, Multitech AV. One of the top digital signage hardware distributors in the GCC.

One important aspect of these systems is reliability, which can be achieved by making sure your hardware is top notch.

Nexcom is a company from Taiwan specializing in Industrial Computing solutions. Nexcom has their own POS system – NexPOS, an interface and software. This is a thumbs up as far as reliability is concerned as the components which are used for industrial grade, rugged usage will be used in this POS machine.

With the aim to provide Point of Service (POS) solutions, NEXCOM’s POS solution features high performance, green technology and OEM/ODM reliability that ensure the success of customer’s investment.

NexPOS, Transform Your Business

 Welcome to a new world of interaction – where you can serve your customers how, when and where they choose across point of service, mobile and online channels. It’s possible to achieve this when you partner with NexPOS. Learn how our continuous innovation, global reach and cross-industry knowledge and experience will help you transform your business.
NEXPOS is a newly formed team under NEXCOM’s Industrial Computing Solution (ICS) business group, which provides innovative “Point of Service (POS)” solutions. We specialize in new hardware solutions, system planning, design implementation, and project management. Our people have decades of experience in the “Point of Service (POS)” industry. They are carefully selected not only for their technical brilliance, but also for their mature attitude in solving and providing expert advice, and innovative hardware technology, and also providing hardware design solutions for your enterprise systems integration.

NexPOS Leadership for Customization Service

• High Performance and Green Technology
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• Outsourced manufacturing second to none
• Our approach is always customer centered. Providing industry’s leading solutions, we are to help ensure success of your solutions investment.