According to Forbes, companies that lead in customer experience outperform laggards by nearly 80%.
To that end, deciding on using an interactive touchscreen experience to engage consumers is the easy part, choosing what type of experience is where it can get tricky.
Naturally, stakeholders will likely have differing opinions and, of course, budgets and ROI are a big influence. So, how do you make the right decision on the experience you offer? Knowing how important customer experience is, when should you turn up the dial?
Go Big or Go Home?
With countless options to explore and endless fun to be had, it's tempting to go "all out" from the get-go. Honestly though? It's not always necessary to throw the kitchen sink at it. Drawing upon our 13 years of experience creating interactives, asking yourself these questions is the best starting point:
What type of space/environment will the experience be located in?
When and how quickly are you looking to launch?
How will the experience help you achieve your core objectives and fulfil the brief?
Who is the target audience and what do they expect?
Will it be sales led? Will the sales strategy be one-on-one or one-to-multiple?
What type of content are you looking to show?
And of course, the all-important, what's your budget?
Let's delve deeper into what type of experience may best suit your needs then (and the ever-changing needs of your customers ...)
Standard (by name, not by design)
If your marketing suite and development is small to medium-sized sized, around 100-150 homes, this is usually the one for you. This experience is great for those with a quick launch time frame of 4-6 weeks and a tight-ish budget. It's better suited to one-to-one sales strategies and, it's so simple to engage with, the audience for this really can be anyone buying a new home.
Benefits
Help your team access, demonstrate and share the most relevant content with your customer, guiding them through their home-buying decision and shortening the sales cycle.
Offers a simplistic interactive journey to help customers find desired homes with ease, without breaking the bank.
If paired with a model, lighting integration gives customers a lovely memorable moment too.
Photo: Interactive at Lendlease development, Elephant Park,
(When to) Go Pro with your Interactive Touchscreen Experience
Just that bit fancier is the pro-level tier. Suitable for medium to large-sized developments and all-sized marketing suites, pro packages are great for event and reception spaces too. If your development has 150-250 homes this is the minimum starting point for you. An experience like this has a projected launch time frame of 8-12 weeks and works brilliantly if you have an architectural model, or you don't. Additional tools like object recognition, hotspots and game packs help drive greater engagement from consumers too.
Benefits
Dynamic site plan and homes finder tool take your customers on a visual journey through your development.
Large format or multiple display screens allow collaboration and communication between your sales team and your customers.
It's a sales enablement platform that is intuitive and serves as a platform for key content, giving your team the necessary tools to impress customers.
Photo: Interactive at Paintworks, Bristol.
Going Ultimate
Back to the Forbes stats: 80% of customers say they are more likely to do business with a company if it offers personalised experiences. Companies that have embraced digital transformation are 26% more profitable than their peers. These types of numbers really hammer home the benefits of a memorable experience for consumers, so now we're talking the ultimate interactive experience - and the dial is on max.
This is a great one-to-multiple sales tool for large developments with a large-scale architectural model and fits perfectly into big marketing suites, public spaces and even experience centres. It allows consumers to fully immerse themselves in your development and brings an emotive sale fully into the picture. Exploring a virtual 3D model and being led to a 2D apartment finder really delivers the punch for your likely tech adopter audience. Worth waiting for, these interactives have a lead time of around 3-6 months.
Benefits
A dual 3D and 2D experience provide a fully immersive customer experience - and that's what they want.
Multiple display screens bring your content and customer journey to life.
Dual model lighting delivers an integrated visual solution (and a big wow factor)
It's a completely customer-centric sales enablement platform, and that's also what consumers want. It's all about them, and this package doesn't let them forget it.
Video: Ultimate Experience at Lampton Parkside.
How about taking things VIRTUAL?
Now, wouldn't that be something? To be continued ...
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About the Author:
Ashley D'Souza
A process-driven individual through both life and work, Ash has 15 years of experience within the media and digital sectors. Currently trying to master the art of playing tennis, at not such a young age, whilst on a continued self-learning expedition through project management.
Contact via LinkedIn or email: ashley@quintessenceltd.co.uk
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