The mass adoption of tablet devices globally has paved way for large scale development of supporting applications, making tablets much more versatile and multi functional than other mobile device options. Tablets have evolved to become better digital signage solutions than traditional displays that are larger and costlier. Tablets as a digital signage platform provide a virtual sheet of paper that can be reused infinite times, saving hardware costs for enterprises. Additionally, tablets are familiar and easy-to-use, popular POS or interactive marketing tools as well.
Retail enterprises as well as related service providers are adopting tablets to incorporate versatility in their businesses. Tablets are being used to attract clientele through digitized visual stimulation and also to achieve brand awareness.
RETAIL INDUSTRY
Tablets such as iPads, Galaxy tabs, Nexus 7, or Microsoft Surface have seen great global adoption. Retailers use these hyper-portability devices to make their brick and mortar experience better . Sales teams are now being equipped with tablets to enable richer interactions with customers on the floor by educating buyers and driving higher sales.
For example, use of tablets in segments like cosmetic, apparels, and jewelry in stores have already started showing positive effects. Consumers can visualize and compare different combinations on the tablets before making the final purchase decision. Customers can check store inventory, compare products, check customer reviews, scan items and even have virtual trials of products. It helps sales associates and store managers to assist customers in a better way and improve sales.
In a survey report, it was found that 70% of individuals with a company-issued tablet hit their sales target in a given period versus only 62% of sales representative overall. Also, 90% of sales professionals surveyed said the devices improved their productivity by 70% as tablets allowed them to focus more on buyers rather than search for the information.
Use of tablets in retail sector
- Scrolling tablets at multiple locations
High cost large screen signage can be replaced by low cost small tablets at multiple locations and scrolling happens in vicinity thus catching targeted and relevant eyeballs.
2. Tablets fixed/placed on shopping carts
By providing tablets to customers when they enter a mall or shop or by fixing it on the shopping cart, quick relevant information regarding price, appearance, and suitability of products can be provided without any hassle.
3. Information on demand
Tablets can inculcate interest in products by displaying information about products’ ingredients, nutritional facts and recipe at the touch of a finger, instead of watching monotonous looping demonstrations on large signage.
4. Augmented reality in retail store stations for up selling
Customized apparel recommendation can be provided by full body scanning using tablets. Many retailers use virtual fitting applications as an advertising tool to enhance their sales and customer experience.
In October 2011, Debenhams launched UK’s first ever virtual store where the customer could use their iPhone or iPad 2 screens to virtually try the retailer’s top dresses and order. Macy’s Virtual Fitting Room also uses similar technology and concept. Interior retailer Franc franc is trying to simulate furniture arrangement for its customers. One can take a picture of a room from a tablet, selects pieces of furniture, place them inside the room and see the appearance of the furniture on-screen. Toshiba is planning to do the same for its appliance retail stores. Augmented Reality industry is predicted to grow many folds in the years to come and tablets present themselves as the most favored platforms.
5. Reducing time and post-purchase dissonance
Demonstrating all possible combinations of products on customers’ tablets lead to quick decisions, reducing time spent by staff on per transaction. It also decreases post-purchase dissonance which hampers brand loyalty.
HOSPITALITY INDUSTRY
The hospitality industry is a multi-billion dollar industry which includes restaurants, transportation, travel, entertainment, hotels and amusement parks. Use of portable mobile devices like tablets is a great way for hotels to help their staff engage with the customers and promote their services. And above all, numerous options of tablets to choose from and easy availability of complimenting applications makes tablets easy to adopt and maintain.
Hotels
Decades ago, hotels relied on static signs in formats such as paper posters and etched metal plates to capture customer attention. As the industry grew, these traditional formats become obsolete due to high printing costs, lead time and involvement of high manual work. Hotels’ require its resources to be dynamic, highly detail oriented and hyper-interactive, leading to the need for a flexible device solution that is easy to maintain, multi-functional and self-dependent. Hotels’ growth and success are entirely dependent on their responsiveness to customer demands, whether it is to provide on the spot directions, offer cuisine suggestions or to entertain them when required. Hence the use of tablets came into the picture.
Usability of tablets in Hotels
- Tablets in hotels enable easier check-in
Instead of attending to a large number of customers at a single point, hotels can place multiple tablets for self-check-in at various reception points, helping to reduce staff pressure and streamline the check-in process.
2. Customized service
Customers can have a look at all available rooms, their interiors and decors, nearby sights, locations, check the services available and also choose a custom plan.
3. Easy access to menu
Tablets can be provided in the rooms or can be fixed at a point of access, simplifying the process of accessing and ordering menu items for breakfast, lunch and dinner.
4. Tablets serve as a multipurpose tool
Tablets in rooms can serve as multiple purpose tools. They can be used to set reminders, provide access to telephone directory, make calls, offer options for nearby entertaining venues, live videos of tourist destinations, information on shuttles provided by the hotel, etc.
Restaurants
Tablets are a natural choice to simplify, streamline and customize numerous processes followed in restaurants. They are ideal tools to offer digital menus for enhanced customer experience. Moreover, the interactive menus can be edited by the restaurant owners anytime to reflect updated prices, availability and food specialties.
Usability of tablets in Restaurants
Restaurants can provide tablets to diners to place self-orders, check the detailed food description and access lists of ingredients with their calorie counts. Tablets as digital signage tools provide both customers and restaurant owners with a unique user experience that is interactive, entertaining and highly productive. Few of the other usages for tablets at restaurants are:
- Enhancing customer engagement:
Tablets provide opportunities to engage customers through promotions and social media access.
2. Provide Information:
Restaurant owners update information on hosted events and ticket availability to grab customers’ attention.
3. Used to take orders:
Tablets can be used as kiosks, table display and handheld for taking orders.
4. Easy and flawless transaction:
Processing through tablets minimizes human errors, reduces wait time and expedites transaction.
5. Effective in taking customer feedback:
Tablets are an easier and effective way of taking customer feedback.
Transportation
Airlines and airports, railways and roadways, ports and logistic companies are deploying tablets to make their businesses more profitable, smarter and faster. Tablets can be used for everything from passenger and baggage check-in to tracking assets and resources. Tracking the exact location and status of inventory, passengers, baggage and in-transit freight are few prerequisites of transportation industry. Tablets can be used to provide real-time information to customers. Let’s get into some of the use cases in detail:
Airlines/Airports
With increasing number of travelers and businesses, getting people and cargo to the right place at the right time is a challenge for the transportation industry. Tablets are interactive, portable, and easy to use mobile devices that help to standardize work-flows, facilitate proper communications on time and providing critical information.
The use of tablets in Airlines can be:
- Ensuring on time arrivals and departures by facilitating timely communication.
2. Provide ticketing and self-check-in which reduces paperwork and man force.
AUTOMOTIVE INDUSTRY
Tablets are used extensively in the automotive industry, from designing and development to manufacturing, marketing and selling motor vehicles. Tablets on display in automobile showrooms are used to play videos on car customization techniques. Customers are also provided tablets at automobile outlets to access all available options and combinations to suit their budget. This leads to minimize human errors and expedited paperwork involved in purchasing a vehicle.
Last word
Retail, hospitality and automotive industries are the early adopters of tablets as a signage solution. They tested the water first with well-planned strategies that benefited them beyond their expectations. These industries set themselves as visionary leaders by re-allocating their resources to test how tablets can serve to enrich customer experience and gain efficiencies. Tablets proved to be perfect tools for customer engagement at the point of service. With extended feature, tablets are providing a fresh way for enterprises to capture customer attention.
