Totally Touchable: 5 Reasons why Touch Matters.

There is no doubt that we are in an era of exciting technology. Mobile phones, MP3 players, laptops and now watches are utilising touch screens. Although this isn’t a new sensation there has definitely been a sharp rise in the amount of touch technology being used away from the demotic setting, particularly when shopping.

The retail industry in particular has already realised the value of touch screens, utilising self-service checkouts, digital product directories and touch screen Point of Sale (POS) stations. So why is ‘touch’ so important?

Here are our top 5 reasons why touch matters.

5. All aboard the Band Wagon.

Although no longer a new technology, touch screens are still regarded as being cutting-edge, stylish and functional and it is therefore no surprise that Zytronic describe a progression of touch screen technology across domestic appliances.  As popularity increases I’m sure we will see more and more appliances being optimised for touch interfaces replacing old dials and switches, and as the exposure to touch technology increases, so too will the demand for the technology to be visible in out-of-home spaces.  Consumers will therefore begin to align themselves with brands that visibly adopt touch technology as a result of being more ‘in touch’ with the consumer.

In-store touch screen devices.

In-store touch screen devices.

4. Empowering the consumer.

We’ve said it before and we’ll say it again… ‘Consumers are savvy.’ With an increase in on-line shopping the modern consumer is a sophisticated shopper and is accustomed to shopping with freedom and autonomy. In-store touch screen applications not only bridge the gap between on and offline retailing but also provide all the advantages of online shopping directly into the bricks and mortar store, providing convenience and autonomy. Touch screen self-service checkouts also empower the consumer, reduce waiting times and provide self-sufficiency.

Customers shop for products at Virgin White City.

Customers shop for products at Virgin White City.

3. A Personalised Experience.

In comparison to passive screens displaying promotional videos, adverts and company information, a touchscreen project can offer a very different user experience.  Furthermore, since each user will interact with different content in different ways – navigating to different areas and ultimately accessing the products and services they desire – the touch screen offers a very individual user experience that can only be provided by touch and interaction.

Personalising the experience with touch screens.

Personalising the experience with touch screens.

2. Maximise Engagement.

Style, usability and sophistication are some of the key attractions of the touchscreen. Content on touchscreens is significantly more engaging and entertaining than passive advertising. The more engaging an experience the more memorable it is and therefore, increases the likeliness of recommendations being made to others.

Maximising engagement with a touch screen WayfinderMaximising Engagement.

Maximising engagement with a touch screen WayfinderMaximising Engagement.

1. Influence purchasing.
Coming in at number one on our list is the spending potential that touch screens provide. Recently, a round table discussion, at the Retail Business Technology Expo (RBTE), explored figures suggesting that half of in-store sales in 2015 will be influenced by digital technology and, as new touch screen devices enter the retail environment, the figure is expected to grow. Over half of customers want to use devices in store as they provide well presented, personalised, convenient and engaging experiences in-store, ultimately leading to increased purchases and brand loyalty.