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The concept of “Customer Experience” has been on our agenda frequently, especially in the last 5 years. Customer experience (CX) can sometimes be confused with user experience (UX). Mobile applications occupy an important place in both our business and social lives. For this reason, user experience (UX) is a concept that is widely discussed in the mobile world. Customer experience needs to be considered in a much broader context.
In today's economy, where competition is increasing day by day, brands are reconsidering their processes from the beginning in order to stand out from other competitors and differentiate themselves in the competition. It is possible to think of the concept of digital transformation , which we have heard with similar frequency in this period , in the most general terms as a whole of technological developments that support this differentiation.
So how can brands achieve this differentiation?
Interacted with mobile, web, offline sales points, call center, etc. Another important communication channel among the channels is digital screens. When we look around in many places we are today, we see screens. These are industrial screens of different brands and sizes that enable institutions to communicate with both their customers and employees. In other words, they have different features than the Smart TVs we use at home. Their usage time is longer, they are more durable and most importantly, they can be managed remotely with external software.
With these screens, brands can share the content they want with their customers, at any time and in any location they want. By connecting this to a marketing program, they can also provide time management. Digital Publishing , or more commonly known as Digital Publishing , is exactly this.
The history of digital publishing dates back to the early 2000s. Although it is used in many sectors, it is possible to say that it is most commonly used in the retail sector. The fastest sectoral spread is again in retail. Research reveals that 76% of consumers enter stores because they find the content on the screens interesting.
Nowadays, there is almost no brand that is not attracted to digital publishing. At this point, brands need to do something to differentiate and stand out from other competitors. Experience design appears at this point and strengthens our hand in creating a holistic customer experience and brand strategy.
There are now many new technology solutions that brands can offer to their customers by combining them with digital publishing. Digital Signage is now turning into Smart Signage, that is, it is " getting smarter ". Thanks to an integration with an external data source, the desired content can be displayed as a result of any change in the data. This could be showing content about the destination of departing passengers based on the integration to be established with flight information at an airport, or it could be activities to increase sales by playing content for certain products based on a store's stock information. Or, by taking advantage of video analytics technology, it is possible to display detailed information about the product on the screen by showing the products in the aisle to the camera. Similarly, by anonymously profiling the person visiting the aisle according to their gender or age group, it is possible to display appropriate content through the screens and design an end-to-end experience.
Just as we could not predict that digital publishing would reach this point in the early 2000s, it is of course impossible to say what will happen 20 years from now. However, we can already predict that competition will become tougher day by day and brands that do something different will stand out from the rest and stand out. Being different means breaking paradigms and designing according to our imagination.