As we’ve mentioned in our discussions of Immersive Sensory Experiences, the increasing prevalence of engaging technologies has driven consumers’ expectations through the roof. No longer confined to early adopters, it’s the everyday consumer who now expects evermore immersive experiences from all forms of media.
While Steve Jobs can’t take all the credit for this trend, we’d be remiss if we didn’t suggest that the rise of the iPhone has been among the most important forces transforming consumers’ perceptions of interactive technologies. Case in point: Kraft Foods has embraced the new Samsung Diji-Touch vending machine that was openly modeled after the iPhone. Sure, the slick interface and animated movements are certain to catch consumers’ attention, but the machine also champions practicality over mere gimmicks. 360 degree product views are complemented by nutritional info and promotions, literally at your fingertips. Furthermore, the attractive interface won’t be the only lesson learned from the iPhone; these vending machines are equipped with the potential to insert gaming into everyday life.
But, not every brand has the space (or the interest) to commit to a giant vending machine. Fortunately, if you’ve got a wall to spare, you’re now halfway to an interactive touchscreen. A thin new film from Portugal-based Displax can be affixed to a variety of surfaces, bringing all the interactivity of a Microsoft Surface to any location where you’d like to catch a consumer’s eye. (More information is available from Wired).
Here’s the point: technology is bringing interactivity everywhere, and your consumer will soon expect nothing less. The notion that your customers aren’t the target for these developments is increasingly bunk. Whatever tactic you pursue, anything lacking interactivity will be perceived as uninteresting at best, if not downright irrelevant. Conservative or not, there’s not a brand in the world who wants to be perceived in that light.
Now’s the time to start planning.
