In modern day marketing, the CMO’s job is getting more and more challenging. Technologies are changing consumer behavior. For companies, it has become difficult to provide consistent brand experiences across retail locations and their digital properties. Customers’ experience between a brand’s online and physical presence varies widely. The future of retail lies in bridging this digital and physical divide. Customer Facing Devices create relevant and contextual Digital Interactions to elevate customer experience at physical locations.
A Customer Facing Device is a device that a customer will interact with or experience directly. Examples of Customer Facing Devices include Digital Kiosks, Mobile Point of Sale (mPOS), Ruggedized Devices, Digital Signage or Headless Devices. All of these devices are designed to engage and inform customers inside physical locations.
Customer Facing Devices Fall Into Three Categories
- Digital Devices – Devices that Deliver Digital Interactions And Impressions. Examples include Digital Signage, Tablets and Digital Kiosks.
- Transactional – Devices That Expedite Customer Transactions. Examples include Mobile Point-of-Sale (mPOS) and Order fulfillment devices.
- Experiential – Devices That Elevate The Customer Experience. Examples include Internet of Things (IoT) Sensor Hubs, IoT Headless Devices).
Businesses are using Customer Facing Devices as self-service kiosks for their customers. These kiosks facilitate a wide range of shopping activity from endless aisle experiences and product customization in retail to self check-in and food ordering at restaurants and hotels. Businesses use unique digital signage across hundreds of locations to create a consistent brand experience. Digital signage has been used by brands for digital visual merchandising, aisle-signage in grocery stores, way finding signage, event signage and much more. Digital signage is a more cost effective and robust solution than printed signage, which allows businesses to use video on product displays instead of static images.
Businesses are putting Customer Facing Devices in the hands of employees in order to improve the path to purchase in store. These transactional devices, such as mPOS and order fulfillment devices at restaurants, allow employees to improve customer service through more efficient processes and increased intelligence about both products and customer activity.
Brands have begun using Customer Facing Devices to control the sensory experience of their customers. Brands are able to track customer movement and traffic with sensor hubs. By using headless devices, a store can change lighting, large visual formats, and music dynamically. With these sensory elements in their control, brands can create a consistent customer experience across multiple physical retail locations. These devices don’t require a screen, but like all Customer Facing Devices, can be remotely managed.
Customer Facing Devices deliver relevant and contextual Digital Interactions that engage customers. By delivering, measuring and optimizing Digital Interactions, you can continually enhance your in-store marketing efforts for increased sales and customer satisfaction. Standard, off-the-shelf tablets can be converted into Customer Facing Devices and headless devices can be purchased for under $200. Customer Facing Devices provide a robust and cost-efficient solution for your omni-channel marketing needs.
To help CMOs understand the value of Customer Facing Devices and how to leverage them in their marketing strategy, Moki has created “The CMO’s Guide To Customer Facing Devices.”
Jumpshot studied anonymous consumer actions on mobile and desktop devices within 500 eCommerce sites and marketplaces in Q2 2018, analyzing visits and transactions for different brand categories acros