Engaging customers with touchscreens and smart displays at the shelf and table
Engaging customers with touchscreens and smart displays at the shelf and table
Interactive signage at the "point of decision" – kiosks, shelf-edge displays, and table-top screens – is reshaping U.S. retail and hospitality. These touch-enabled devices let customers retrieve product info, place orders, or browse offers right where they make buying choices. Research shows interactive screens can boost shopper engagement by up to 33%, and well-placed kiosks often drive significant add-on sales. Today's shoppers expect self-service tools: from restaurant table-tents to retail kiosks to wayfinding terminals. This article explores the operational considerations of deploying interactivity (hardware, software, network), its impact on sales and customer experience, and how SeenLabs's interactive products (like 15.6″ table-tents and dual-sides) fit into U.S. stores.
Interactive in-store displays cover a range of applications. In restaurants, digital table-tents (touchscreen menu tablets) invite diners to explore items or order without waiting on staff. In grocery and retail, shelf-edge screens can show nutritional facts or recipes, while standalone kiosks provide product search and kiosk check-out. Convenience demand and labor savings drive growth in these solutions. Industry reports note that touchscreen signage stood out to 58% of shoppers and influenced nearly half of their purchases (Mood Media survey). Even small businesses are adopting them: 25% sales increases and 40% engagement boosts have been documented from strategic digital placements. In terms of infrastructure, U.S. retail outfits often retrofit interactive screens onto existing shelving or counters; major chains invest millions into interactive menu boards and self-service kiosks (e.g., McDonald's, Starbucks). SeenLabs sees rising interest in our table-tent and double-sided solutions, especially post-Covid, as contactless info displays (e.g. menus, sanitizer kiosks). With labor shortages, these interactive units serve as both info points and sales drivers.
Deploying interactivity introduces new layers. Hardware usually includes a touch-enabled display (e.g. our 15.6″ table-tent) and embedded computer (often Android-based as in our table-tents). These devices must withstand continuous use; SeenLabs builds them with durable screens and sanitizable surfaces. Connectivity is key: many units use Wi-Fi or Ethernet to fetch updated content, but offline functionality is crucial. We configure content apps to run even if momentarily disconnected. The backend CMS must support interactive content types – often HTML5 or custom apps. SeenLabs's CMS allows remote updates for these interactive apps and supports user analytics. It also integrates with peripherals (e.g. barcode scanners or RFID readers) if a kiosk needs product lookup. Touchscreen reliability is paramount; we deploy commercial-grade multi-touch panels (higher response rate, anti-ghosting) and guard against failure via remote monitoring (notifications if a kiosk goes offline). On the software side, UX design is critical: seen in our projects, screens default to an attract loop (slideshows) and launch the interactive app on touch. They also have fallback "home" modes.
Interactive screens blur the line between digital signage and kiosks. They demand low-latency networks (for live inventory lookups or payments), and often require integration with POS or ERP systems. Content strategy shifts: instead of passive ads, interactive signage is part of the shopping journey. For example, our restaurant clients integrate the table-tent content with the kitchen – when a diner selects an item on the screen, it can pre-order it to the queue (subject to implementation). This raises reliability needs: ensuring transactions are secure (payment encryption) and that software is up-to-date to avoid glitches. Additionally, data collected (menu interactions, product queries) must sync back to analytics. For omnichannel campaigns, interactive displays can tie into loyalty programs – e.g. prompting a loyalty login before customizing an order. SeenLabs networks facilitate this by offering content interfaces for these functions and by positioning our devices as endpoints in the brand's IT ecosystem. We often set up VLANs or VPNs for kiosks to segregate them securely. The flip side is flexibility: adding an interactive screen can significantly alter store layout planning and customer flow (see use cases). As our VP of Innovation says, these are no longer "placeholders" but conversion tools.
SeenLabs offers a range of interactive signage hardware specifically for in-store use. Our Table-Tent solution (15.6″ touch kiosk) combines a bright display (300 cd/m²) with an Android PC, all in a compact, wipeable enclosure. It's built for restaurants and retail counters: café, QSR, bars, banks, etc. We emphasize easy deployment – it can run on simple Wi-Fi and comes preloaded with a content-authoring app (no coding needed). Another product, our Dual-sided LCD (standard commercial displays mounted back-to-back), allows customers on two sides to interact with different content simultaneously (ideal for grocers or double-sided café counters). On the software side, SeenLabs CMS supports publishing interactive HTML5 content and collecting user data (e.g. menu choices). We firmly believe interactive signage should be turnkey: clients get a cloud CMS, a network of devices, and analytics without integrating multiple vendors. In pilots, we saw restaurants use our table-tents to reduce perceived wait time and increase add-on sales (e.g. users ordering fries or drinks on-screen). Our touch kiosks come with pre-packaged apps (quizzes, surveys, menus) and can track detailed metrics (button clicks, form submissions). For retailers, we advise placing interactive screens in high-dwell areas (like fitting rooms or electronics aisles) where staff can't always attend. SeenLabs's view is that the investment in interactivity pays off by blending branding, convenience, and data capture into one solution.
Restaurant Table-Ordering: A casual diner chain deploys 50 SeenLabs table-tents at its tables. Each tent displays the full menu and allows order customization. Customers use them to place drink refills and appetizers. The chain reports a 20% increase in per-table sales (add-ons), and orders sent directly to kitchen cutters waitstaff time (less walked orders). The table-tents are also fitted with our sanitizer station kits, promoting hygiene while showing menu promotions.
Retail Product Finder: A clothing store installs wall-mounted touch kiosks at the fitting area. Shoppers scan an item's tag, and the kiosk shows available sizes/colors and suggests matching accessories. If preferred size is out-of-stock, it offers to check other store stock. This self-service experience speeds up decision-making and reduces the need to call staff. Company data shows a decrease in lost sales from out-of-stock scenarios.
Interactive Kiosk at Grocery: In a supermarket, an interactive shelf-edge display lets customers see recipe videos by tapping on food category icons. Meanwhile, the store's CMS collects analytics on the most-watched recipes, informing future promotions. The kiosks also print QR codes for discounts tied to those recipes, bridging digital engagement to checkout behavior.
Movie Theater Food Menu: Fast-food style order kiosks with touchscreens let customers skip queues. These kiosks show dynamic combo deals and upsell (e.g. "add a large popcorn for $2"). After a few months, data indicates each kiosk generates ~15% of theater's concession revenue.
Bank Branch Information: Dual-sided interactive LCD stands in a bank lobby allow walk-in customers to navigate service options. One side shows queue status for teller vs. appointment, the other side offers product brochures. It reduces congestion at the front desk by letting customers self-serve basic inquiries.
Interactive displays introduce more points of failure. Touchscreen malfunctions: Frequent use can wear out touch sensors; our devices have replaceable screens to mitigate that. Software Bugs: Unlike static screens, interactive signage runs apps that can crash. Continuous testing and auto-reboot mechanisms (players restart the app on failure) are necessary. Network Downtime: If a kiosk loses connection, data-driven features stall. SeenLabs kiosks cache essential menus offline to still allow usage. Security: Touchscreens that handle transactions need PCI compliance (for card readers) and secure login to prevent misuse. Hygiene issues: Frequent touching raises cleaning needs; we choose antimicrobial glass and encourage clients to clean regularly (especially important post-pandemic). Customer adoption: Some customers prefer human help; interactive must be intuitive or they'll avoid it. (This can be mitigated by simple UI and occasional on-site staff training visitors on it.) A common failure mode is lack of engagement: if content is static or non-intuitive, users ignore the screen. We address this by designing interactive experiences that clearly entice tapping (bright "Tap here" cues, easy navigation).
Start Small, Measure Impact: Pilot a few interactive units in high-traffic test areas. Track metrics like tap-through rate, time spent, and conversion to sales. Use A/B testing on different UI layouts.
Optimize UX: Make sure the touch interface is fast, intuitive, and only a few taps to key actions. Maintain large buttons and clear on-screen instructions. Poor UX is a quick turn-off.
Blend Promotion & Utility: Combine helpful content (menus, product info) with promotions. For example, allow a diner to "order refill" and simultaneously show a drink special.
Plan for Maintenance: Keep spare units on hand. SeenLabs recommends monthly checks of touch responsiveness and screen calibration.
Ensure Connectivity: Wherever possible, use wired networks for reliability. For truly mobile setups, use robust 4G routers. Set up offline modes so the device can function standalone if needed.
Integrate with Loyalty: Encourage users to sign in to loyalty apps on the kiosk (via QR or NFC) to personalize offers. This ties the interactive experience to customer data.
Train Staff and Customers: Educate staff to promote the kiosks ("Feel free to use our menu tablets while you wait!") and post simple on-screen tutorials for first-time users.
Monitor Usage Analytics: Regularly review logs (what items they tap, dwell time) to refine content. If a section sees little use, consider replacing it with more relevant material.
Budget for Updates: Interactive apps need updating. SeenLabs offers support plans to roll out new features or content remotely, so the signage doesn't go stale.
Safety & Hygiene: Provide hand sanitizer stations near high-touch kiosks (or use our combined sanitizer kiosks). Use anti-microbial coatings and night-time cleaning routines.
Displays placed at locations where customers make buying choices – e.g., menus at tables, kiosks at aisles. They provide information or enable transactions exactly when and where decisions are made.
Studies say yes: engagement can rise 30%+ and one trial saw 25% higher sales from interactive displays. The key is proper placement and intuitive design.
A touch-capable screen + media player + network connection. Our table-tents include all this in one unit, ready to deploy.
Use commercial-grade touch panels rated for millions of touches, apply protective antimicrobial coatings, and perform regular maintenance checks.
Yes, SeenLabs kiosks cache content locally. If Wi-Fi drops, they continue displaying the last-loaded menus or content until connectivity returns.
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