Use The Five P's To Test Interactive Displays

Interactive displays offer interactive marketers the chance to enhance customer engagement outside of the home and to test budding technologies like gestural recognition and touchscreen interfaces. Interactive displays are not for every marketing plan; they require a location that attracts enough customers in the right mindset to engage. Forrester recommends that interactive marketers follow the five P's — adoption position, people, project plan, pilot, performance evaluation — to gain a better understanding of the best use of the technology and to plan a pilot that creates a valuable experience for the customer.