Why install an interactive terminal in your shop?

Why install an interactive terminal in your shop?

A shopper’s experience in a physical shop is very different from that in an online shop. This is precisely why consumers, who are increasingly familiar with e-commerce, expect more from their visit to a physical shop. And in particular more interaction with the brand. That’s where the interactive terminal comes in!

Another growing demand from consumers is the possibility of enjoying a hybrid, phygital shopping experience (one foot in the physical store, the other in the digital world). For example, many want to be able to order an item online and collect it in-store, or to combine loyalty points from online purchases with those earned in physical.

Interactive terminals are certainly one of the most effective tools for meeting all these expectations. This is a key factor in the digitalisation of retail, enabling the creation of an interactive, omnichannel experience that appeals to new generations of consumers.

Let’s explore how they work and the advantages that digital terminals can offer businesses in their drive to store strategy.

What is an interactive terminal?

An interactive terminal is a digital medium that facilitates the exchange of information between a shop and its customers. To be more precise, this is generally a compputer terminal with a touch screen and management software that enables brands to offer a “self-service” type of in-store experience.

One example is the digital terminals present in some fast-food restaurants, where customers can order their meal before collecting it (and sometimes paying for it) at the checkout.

Thanks to a user-friendly interface, thse digital terminals provide access to information and/or applications dedicated to retail. Interactive terminals can be wall-mounted or freestanding. In some cases, they are even autonomous, as is the case, for example, with the tablets used at checkouts. Their use can also vary. There is a difference between pay terminals, game terminals and information terminals.

Technically, digital terminals can be connected to the Internet via a wi-fi or LAN connection. This makes it easier to customise the display, update it remotely, or integrate new sales media such as marketing games. All of these levers make it possible to make the kiosk more eye-catching and engaging, and so encourage customers to interact with it.

interactive terminals

What are the advantages of an in-store interactive terminal?

Interactive terminals are part of a more general trend towards digitising points of sale, in the same way as digital checkout systems. These tools are very interesting for brands, as they enable them to improve their in-store experience and respond to a wide variety of their commercial challenges.

Here are the top 5 reasons why businesses should consider installing an interactive terminal at their physical points of sale.

1. Stand out from the competition with an in-store interactive terminal

First impressions count for a lot in retail. Installing interactive terminals in-store can intrigue passers-by and make them want to discover the world of your brand. It’s a great way to increase traffic at its points of sale. It will also give the company a more modern image and encourage customers to familiarise themselves with its products, services, etc.

Interactive terminals also provide a link between the physical and digital experience. Consistency between these different communication and distribution channels will anchor the brand (its logo, its messages) in the minds of consumers. Consumers will find it easier to remember their experience with the company, which will encourage them to return to its shops or e-commerce site.

2. An interactive terminal for collecting customer data

When they interact with a digital terminal, a shop’s customers provide it with crucial information about themselves and their purchasing habits. This is particularly the case with interactive terminals that invite consumers to fill in a form before they are invited to take part in a survey or competition.

Brands can collect first-party data in this way such as the demographic profile of their customers or their contact details. Data collection also includes invaluable information about their expectations, budget, preferences, etc.

Thanks to this data, brands can better understand their customers. They will be able to adjust their offering and their customer experience to better meet their customers’ needs.

Phygital experience webinar

3. Maximising conversions with in-store digital terminals

Although they can be expensive to purchase, digital terminals are a worthwhile investment for brands. They have a positive impact on shop sales because digital signage is much more effective than static displays for presenting your offer and advertising. The multimedia content displayed on interactive terminals is more dynamic than a simple poster, and therefore more engaging.

The digital terminals also provide a comprehensive overview of the product catalogue. If a product is no longer available in shop, customers can order it directly from the terminal and have it delivered to their home. In this way, the brand can also offer to customise your items or even recommend complementary products. This will significantly increase their average shopping basket, and therefore their revenue.

Given that it is now possible to hire temporary kiosks for a commercial operation, this marketing tool is becoming increasingly accessible. And its Return On Investment (ROI) is even more attractive.

4. Offering an interactive in-store experience thanks to a phygital device

Another way of maximising revenue from physical shops and building customer loyalty is to offer an exceptional customer experience. Interactive terminals help to achieve these commercial objectives in a number of ways.

First and foremost, the digital terminals will help visitors to find their way around more effectively. They can, for example, tell them which department a product is in or what stocks are available. The terminals also share more precise information than a simple label or even a gondola. This will enable customers to make better decisions, which will increase their satisfaction while limiting returns.

Above all, an interactive terminal can make the in-store experience more entertaining and profitable for customers. For example, it will give them the opportunity to benefit from advantages (such as free goodies or discount vouchers) by taking part in a survey or a scratch card game. Gamification and interactivity of the in-store experience are powerful drivers of satisfaction, conversion and retention.

5. Save your sales staff time with interactive terminals

Interactive terminals take self-service to the next level. They are ideal for improving the efficiency of sales teams and saving employees time.

The sales team will spend less time providing information to customers, taking orders and processing payments. This will enable them to devote more time to consulting and to creating a genuine human relationship between the company and its customers.

An interactive terminal is an excellent way of increasing shop traffic and generating more sales. Combine the benefits of a phygital device with those of gamification by integrating interactive games into your kiosk. Adictiz offers a new service, the Playable Instore, to liven up your points of sale. Contact us to find out more.

What is interactive marketing and what is it for?

What is interactive marketing and what is it for?

Interactive marketing is completely changing the relationship that companies have with their audience. Indeed, traditionally, marketing has been a one-way conversation. Whether it’s an advert on television or a publication in the press, until now consumers have had very few ways of interacting with brands.

However, with the internet and social networks, this is no longer the case. We can now comment on a brand’s posts. You can also ask them questions during a livestream, or send suggestions for their next collections.

In this article, we take a look at how brands and customers interact and the best ways to nurture this bond.

What is interactive marketing?

Interactive marketing focuses on how customers and prospects interact with a brand. Therefore, it involves creating content or broadcasting a message that elicits a reaction.

This interactivity can take several forms:

  • from the simplest: a like or a comment on a publication
  • more advanced interactions: sharing UGC (User Generated Content) or taking part in an interactive advertising competition.

This also represents a major change in the way companies communicate. In fact, customers are not just the target of a marketing campaign. They are becoming the main players.

What’s more, the aim of interactive marketing is not to encourage a prospect to buy a product (contrary to traditional advertising). The prospect is invited to interact with the marketing content, whether by taking part in a competition, completing a survey or by Playable Ads game.

This customer-focused strategy strengthens the relationship between the brand and the customer. The brand shows greater consideration for the customer (by asking for their opinion or offering rewards).

But it also enables companies to collect and activate first-party data. Interactive content triggers actions that enable the brand to better understand the expectations of its consumers. More effective in meeting their needs!

The different types of interactive marketing

In fact, interactive marketing encompasses many different types of initiatives and formats. It depends on the objectives it wishes to achieve, but also on its brand universe and the characteristics of its audience. Companies can choose their interactive content from the following options:

 

Interactive storytelling

A very simple form of interactive marketing is simply to make your content more dynamic. This might involve adding animations or infographics to a newsletter or blog post.

However, companies can go further by inviting readers to give their opinion  by sharing a quiz to test their knowledge of the subject covered.

 

Catalogue of gamification games

Personalised marketing content

Interactive content essentially makes it possible to collect first-party data. Then, this data can be used to propose other content and personalised offers that are more relevant to customers.

The more companies know about their audience, the more they can :

  • create qualitative experiences (which will make them want to interact with them).
  • direct them to the right offer (via product recommendations).

Two-way interactions

This is the ultimate level of interactivity between a brand and its audience. Indeed, these offer consumers a more active way of participating, thanks to animations such as quizzes, simulators, marketing games and interactive videos.

The customer becomes the hero of the marketing support and acts in a concrete way to achieve a goal. For example, to win gifts or loyalty points, test their knowledge, access exclusive content, etc.

The benefits and challenges of interactive marketing

Interactive marketing offers significant advantages for brands, especially in a context where consumers expect brands to interact with them in a much more active way.

Anchored in the behaviors and expectations of its customers, interactive content makes it possible to respond better to their needs and therefore increase sales. The personalisation associated with interactive marketing not only leads to more conversions, but also greater retention of existing customers.

Overall, interactive marketing can :

But this marketing strategy also presents challenges. One of the main obstacles companies will have to overcome is choosing the right interactive format and channel to distribute it. There are many options, so brands will need to target the most relevant content and distribution strategies according to their objectives.

4 examples of interactive content

For companies wishing to embark on interactive marketing, there are several formats to choose from. Some of the most effective are :

  1. The marketing game: creating an engaging interactive competition is the most obvious way of encouraging your community to interact with your content. Whether you’re launching a wheel of fortune/a one-armed banditby participating in a quiz or by submitting a photo as part of a competition, the customer is the key player in the campaign.
  2. Live shopping: live streaming makes it easier to talk to your audience, answer their questions and show your products in a more interactive way.
  3. UGC: user-generated content is an interesting way of turning customers into brand ambassadors in their own right.
  4. Chatbots: this conversational marketing tool is also inherently interactive, as it allows you to engage in conversation with your prospects. AI makes it easy to automate and personalise these exchanges to best meet the needs of the person you are talking to.

What tools should you use to get started in interactive marketing?

To set up a successful campaign, brands need to be able to rely on tools that make it easier for them to produce content engaging on the one hand. But they will also need solutions to facilitate the collection and activation of the data that this interactive content can generate.

In a recent study conducted by Salesforce, marketers describe the tools they use most to create interactive content;

 

  • 90% of participants use a CRM to facilitate data collection and follow-up for each lead;
  • 89% use ABM platforms (i.e. self-service platforms for pushing personalised messages to your target accounts). With Adictiz, for example, you can easily choose your interactive game format and manage your marketing campaign from A to Z (personalisation, distribution, segmentation of collected data and retargeting);
  • 62% use Artificial Intelligence to help personalise their interactive content.

 

Interactive marketing is therefore a very interesting way of engaging your audience and reactivating your prospects at every stage of the conversion funnel. Don’t hesitate to request a demo of our solution for integrating interactivity and gamification into your future marketing campaigns!

Team building: 5 ideas for workplace competitions

Team building: 5 ideas for workplace competitions

Are you looking for a fun, original and interactive way to strengthen cohesion within your teams or to motivate your employees? Workplace competitions are an effective way of engaging and rewarding your employees while reinforcing their sense of belonging to your organisation.

We’re going to share with you some ideas for competitions or interactive events that can be launched in-house to challenge teams in a fun way.

The benefits of interactivity and games to motivate employees

In 2006, Netflix decided to organise an open competition to improve its recommendation algorithm CInematch. The prize is an exceptional 1 million dollars.

Armed with user data, employees of the video-on-demand platform competed to design an algorithm capable of outperforming Cinematch by predicting how users would rate a new film based on their previous preferences.

Three years later, two teams managed to beat Cinematch and ended the competition. This example clearly shows that, used wisely, in-house challenges can be a good way of pushing employees to excel, strengthening collaboration and team cohesion.

On a day-to-day basis, internal competitions can have a number of benefits for your company.

Training your teams the fun way

Rather than organising a traditional training workshop or seminar, a company can opt for an interactive competition. It’s an excellent way of transmiting information in a more entertaining way and boost internal communication.

You can raise awareness of a CSR initiative (such as environmental protection) by organising an interactive quiz around the theme, or a competition such as the Fresque du Climat. In this way, employees are kept informed of the company’s long-term strategy and are regularly involved in its implementation.

Reinforcing a sense of belonging to the company’s values

A sense of belonging is a crucial issue for a company’s success. This is all the more the case in a context where teams may be spread across several countries around the globe and where hybrid and remote working is becoming widespread.

Internal competitions and surveys, for example, are a simple and effective way of collecting feedback. They will help to improve the company’s internal culture so that it better reflects the expectations and aspirations of its employees. But other team-building challenges are just as relevant for strengthening employee support and improving the company’s image internally (and externally).

Like Netflix, you can challenge your teams by involving them in certain choices (logo change, new product design). The fun, interactive format will bind employees together around a common challenge and help new ideas to emerge.

Boosting team cohesion and stimulating performance

Internal competitions also contribute to employee motivation and productivity. After all, it’s when you’re having fun that you’re most effective, simply because you don’t feel like you’re working.

in-house game my Lidl
Organising a company competition helps to create a more fun and stimulating environment. It’s an effective way of increasing employee satisfaction and retention. For example, employees can be challenged to achieve sales targets to boost their productivity.

This gamified format is also an excellent way of rewarding the most motivated employees without creating tension within your teams. Everyone can take part and has a chance of winning a prize (tickets for a show, a trip offered by the company, etc.).

Lidl regularly organises workplace competitions as part of its drive to improve working conditions. The ‘My Lidl’ operation is an event that is always eagerly awaited.

Our ideas for corporate competitions

The whole point of workplace competitions is that they can take any form you like, depending on the specifics of your organisation and the objectives you want to achieve. If you’re looking for ideas for workplace competitions, here are some suggestions that you can adapt to your teams.

 

1. The photo contest

Photo competitions are a great way to unleash employees’ creativity and encourage them to share their personal experiences at work. Phillips, for example, has used this approach to strengthen its employer brand and facilitate future recruitment. Philips employees were invited to share photos of themselves at work on social networks via the hashtag #LifeAtPhilips.

2. The in-house culture quiz

Quizzes such as Trivia (a quiz with several choices of answers) are also a fun mechanism that is particularly well-suited to the corporate world. It’s an excellent way of testing employees’ knowledge of the organisation’s history and values, and strengthen cohesion and a sense of belonging within its teams.

Gamification games catalogue

3. The performance challenge

When organised fairly and inclusively, performance competitions are an excellent way of boosting employee motivation. One of the most popular forms of performance competition is based on key performance indicators (KPIs), particularly within sales teams. This internal competition rewards employees who have exceeded their sales target.

4. The treasure hunt

A treasure hunt in the company’s physical offices (or in a virtual recreation for remote teams) is also an excellent way of engaging employees. The company can hide surprise prizes on its premises or within a gamified application.

5. The winning calendar

Companies who want to reward their staff over Christmas can do so via an Interactive Advent Calendar. Very easy to organise online, this in-house competition can be used to distribute gifts (through games such as the Instant Winner, the one-armed bandit or the random drawing) every day from 1 to 24 December.

5 tips for launching workplace competitions

The game is therefore an original and effective way of engaging employees and strengthening team cohesion within the company. Be careful, however, to ensure that everyone can take part and that it does not create unhealthy competition between its employees.

Adictiz recommends that you :

  • Think about the objectives you want to achieve with your in-house game and choose the right format accordingly;
  • Choose an easy-to-use gamification tool to organise your digital competition and enable all your employees (even those working remotely) to take part.
  • Get your employees involved to come up with new ideas for in-house competitions;
  • Choose the right rewards and prizes to motivate your employees;
  • Ask for feedback once the internal marketing campaign is over to assess its impact and improve future initiatives.
10 techniques to increase audience engagement

10 techniques to increase audience engagement

Commitment has become a very important aspect of online marketing in recent years. With the rise of social networks, brands can no longer simply broadcast advertisements or post a publication and wait for it to generate sales. They now need to interact with their audience and find new ways to increase audience engagement.

In this article, we share with you 10 formidable techniques for creating engaging marketing campaigns.

Increase audience engagement, yes: but why?

Engagement has become the key metric for marketers. For many, it replaces so-called vanity KPIs (such as the number of subscribers, for example) and provides a much better assessment of a brand’s reputation and appeal on social networks.

However, engagement also translates into very concrete KPIs, such as the number of comments, likes and shares of a publication. Some formulas also include the number of impressions or views, etc.

These community interactions with the content shared by a brand are good indicators of its relevance. But they don’t say much about the intention behind these actions… and even less about how they enable the company to achieve more concrete objectives, such as increasing sales, building customer loyalty, etc.

So before we look at the best levers for creating engaging marketing campaigns, it’s important to think about the objectives that the brand wants to achieve. In other words, what the engagement of its audience can bring to the brand in terms of commercial results.

The different objectives

The objectives of an engaging marketing campaign can be multiple. Interactive content can enable companies to :

  • Capture the attention of your prospects and expand your target audience to generate new leads.
  • Collect data (feedback, opinions, survey responses) to adapt your offer or marketing to the needs of your community.
  • Reactivate existing customers to stay ‘top of mind’ when they need to buy a product/service (particularly before a major marketing event such as Christmas or the launch of a new collection).
  • Convert your audience from their social network accounts or newsletters to your online shop (or in-store).

Build audience loyalty by creating a more solid relationship that is not just transactional.

10 techniques for creating interactive and more engaging content

Companies wishing to launch marketing campaigns to increase audience engagement can use a number of levers, depending on the objectives they wish to achieve. Here are the most effective.

 

1. Listen and respond to your subscribers

The first simple thing to do to increase audience engagement and strengthen the user experience is simply to interact with them. Brands that make a point of replying to their subscribers’ comments, reposting their publications (of the UGC type) or simply asking for opinions (in the form of surveys) are those that forge the strongest links with their community.

Beyond the consideration they show their customers and prospects these brands also take advantage of these interactions to better understand their needs and expectations. Comments or responses to a survey are all first-party data that shed light on consumer trends within their audience. The information collected can then be used to better segment customers or adapt communications, offers, etc.

2. Create exciting competitions

Create an engaging marketing competition is also an excellent way of achieving your sales objectives. Interactive animations such as quizzes, photo contests or instant wins are highly effective to :

  • Expand your audience (thanks to the buzz around the prizes to be won, for example).
  • Raise community awareness of the launch of a new product or service.
  • Reactivate customers by offering them rewards.
Gamification games catalogue

3. Launch a viral campaign with a content creator

Partnerships with influencers are also an excellent way of generating more engagement with your community. Content creators have a closeness with their community that can benefit brands, whose communication will appear more authentic.

But account takeovers, for example, can bring a bit of freshness and novelty to the content shared by companies, and so engage their audiences.

4. Capitalise on interactive advertising content

Interactive marketing is, in essence, a powerful generator of engagement. In fact, its purpose is to Invite a community to interact with the content, for example by integrating gamification mechanisms (in the case of competitions or Playable Ads).

5. Encourage the creation of UGCs

UGC campaigns (whether in the form of a competition or a simple branded hashtag) are particularly effective in increasing audience engagement. They enable brands to encourage their customers to share content about their products or services.

UGC will be an excellent way of boosting their visibility, reinforcing their sense of belonging to the brand’s community and converting new customers more effectively than photos from a professional shoot.

6. Organising events

Events (whether virtual or physical) are an integral part of brand community strategies. They allow brands to create much stronger links with its customers and therefore build loyalty. But they are also good conversion drivers (when they are organised to launch a new collection, for example) and engagement drivers (by inviting participants to share content around the event).

7. Doing live shopping

Live shopping is a highly effective form of interactive content for generating engagement and boosting conversion rates. Brands will present their products in a more immersive wayand answer their customers’ questions live. Customers benefit from a personalised shopping experience without having to visit the shop.

It is also possible to integrate interactive experiences such as surveys or games into live shopping. These gamified formats will boost community engagement even further.

8. Use co-creation to engage your audiences

Co-creation is another ultra-powerful form of interactive marketing. It allows customers to participate in the development of a new product or service, usually by taking part in a survey and then voting (to select the best idea).

Not only does this strategy generate engagement. But it’s also an excellent way of activating the data collected from its community to create products for which companies are sure to have demand.

9. Share relevant content

Content is engaging when it is authentic and does not give its audience the impression that its sole aim is to encourage them to buy a brand’s products.

By sharing content with high added value (such as free guides, webinars, tutorials, etc.), companies can respond effectively to the expectations and needs of their audience. It also generates engagement by encouraging their prospects to delve deeper into the subject, ask questions, etc.

10. Share behind the scenes of your brand

Consumers are generally curious to discover what goes on behind the scenes at their favourite brands. Social networks are excellent platforms to share his backstage, give a voice to its employees, etc. Many brands, particularly in the fashion industry, take advantage of these channels to reveal the secrets of their workshops or catwalk shows. An ideal technique for increasing audience engagement while highlighting the company’s expertise.

Create a more engaging marketing campaign using gamification. Adictiz offers you a a wide choice of formats for interacting with your audience, depending on the objectives you want to achieve!

Why create an online interactive quiz?

Why create an online interactive quiz?

The interactive quiz is a particularly popular marketing format for brands, because of its engagement powers. Remember the personality tests you used to fill in magazines. The simple curiosity of discovering the number of correct answers you had found or your prominent character trait encouraged you to answer all the questions.

Adapted to marketing, the interactive quiz has the ingredients to activate your audience and collect data that you can then use to improve your offer and your communication.

In this article, we present the advantages and types of online interactive quiz. Finally, we share tips and best practices for creating a successful marketing game.

What is an interactive quiz?

An interactive quiz is a type of game in which the user obtains the expected answer. A knowledge quiz will reveal the correct answers to the questions asked. As for the personality quiz, it will tell which character trait or personality typology you most closely corresponds to.

The whole point of it is to learn more about yourself or a subject you’re passionate about. As such, it’s naturally an interactive game, since the result will depend on the answers given.

Very popular in its educational format, the interactive quiz can also be a marketing tool. For example, it can enable brands to test their audience’s knowledge of their offer. It’s also a way of finding out more about their buying habits, what consumers think of a company, and their specific needs.

Why offer an interactive quiz to your audience?

As well as collecting first-party data (i.e. data shared directly by the people concerned) on your audience’s opinion or knowledge, it generates a number of benefits for the companies offering them.

 

Engagement and virality

The first benefit of interactive quizzes is to boost the virality of content and audience engagement. Take BuzzFeed, which has become famous thanks to its interactive quizzes. These can be shared thousands or even millions of times on social networks, increasing the brand’s visibility and awareness.

This mechanism is one of the most engaging, particularly when it comes to holding your audience’s attention. Because they want to know the answer to the questions, or the result of their test, participants will be inclined to follow each stage, right up to the final revelation. And because they’re curious about the results of their friends and family, they’ll be tempted to share it.

Creating an interactive quiz is also an effective way of generating traffic. By adding a ‘hint’ button under a question, it is possible to direct the participant to a page (such as a product sheet) to help them find the answer. This way, users who want to win will be inclined to visit the website, increasing its traffic.

Consumer education and differentiation

Another advantage of the interactive quiz is its ability to educate your audience, and generate qualified leads. A survey conducted by Demand Metric in partnership with Ion Interactive, revealed that marketers consider interactive content to be seven times more effective at educating their audience. According to the same survey, this difference in lead qualification generates three times more conversions than in a sales funnel in which the content is exclusively static.

Finally, organising an interactive quiz can enhance your brand image and help differentiate from your competitors. For 88% of the professionals surveyed, interactive content is effective in this respect, compared with 55% of marketers who only work with static content.

Lead recruitment guide

The different types of interactive quiz and their marketing benefits

One of it’s other advantages (other than collecting first-party and zero-party data) is the possibility of choosing from a wide range of formats and game mechanics. Depending on your audience and objectives, you can turn to :

Personality quizzes for collecting and activating first-party data

Already well known to users, the personality test is engaging because we are attracted by the prospect of finding out more about ourselves or those close to us. This format can be used to discover the product preferences of your audience and optimise retargeting.

The prediction game to engage a fan base

In the run-up to a major sporting event, an interactive prediction quiz is an effective way of boosting community involvement. The excitement generated when the results are revealed and the chance to win prizes encourages the commitment of prospects and customers.

The same applies to the Blind test, but this time in the world of music. In this way, semantic targeting offers a subtle and precise approach to reach users interested in a subject, while preserving the data confidentiality.

Surveys to gather additional information about your audience

It is also possible to create an interactive survey-type quiz to collect data on customers and understand their needs. Rather than a simple MCQ or personality test, the questions will relate to the buying habits and preferences of a customer segment.

The company can then use the first-party data collected to optimise its campaigns and improve or adapt its offer. Moreover, it can be used to strengthen the commitment of its audience. And more, this gamification mechanism allows to improve the qualification of prospects and the customer satisfaction without using a traditional form.

Our tips for a successful interactive quiz

Ready to create an interactive online quiz? Here are the steps to follow to ensure its success:

  1. Identify the objective of the interactive quiz (to provide online entertainment or to collect data)
  2. Choose a subject (a particular product, your brand history, a personality test);
  3. Draft intriguing and hard-hitting questions to keep participants engaged and arouse their curiosity;
  4. Apply a point system to each question in the interactive quiz;
  5. Define the possible results once the quiz has been completed and rewards based on these results.

Do you need help creating an interactive online quiz around your brand universe? Discover all our quiz mechanics as well as our different design options and choose the ones best suited to your marketing campaign.