The Phygital Phenomenon of Touchscreens

Jenn Gvozdek
November 11, 2017

It’s over. You can call it.

The digital vs. analog debate was settled sometime in the early 2000’s when it became possible to walk around with the entirety of surviving human knowledge in your pocket. While businesses prefer digital because it is more efficient and analyzable, consumers on the other hand, prefer it because it is more convenient and interactive.

The same paradigm holds true for digital signage. Digital signage is easy to update and is much more eye-catching than the static variety. But the real question is: “Is simply having digital signage enough to stand out?”


The world is a busy place and even the best digital signage is competing with perhaps dozens, if not hundreds, of other stimuli simultaneously. For businesses to deploy an effective digital communication strategy that raises brand awareness and increases sales, it is important to invest in technology that offers their customers something unique, perhaps something tangible.

Touchscreens are an exciting way to distribute media and create connections. These devices function as passive displays—that is until a user decides to “take the driver’s seat” and play around with the interface. This ability to seamlessly transition from a passive display to an interactive experience is a valuable sales tool. A comprehensive digital communications strategy that effectively employs touchscreens not only improves the customer experience and builds relationships, but it also provides for better data acquisition.

To generate the best possible ROI from touchscreens displays, marketing creativity is a must. Nike FuelStation in London’s popup Boxpark Mall created a fantastic customer experience by using motion-sensitive mirrors hooked up to displays that show footage of local runners wearing Nike products as customers walk past the screen.[1] Audi City, Audi’s digital dealership, has gone even further by creating a car dealership with no cars! Rather, Audi City features digital-only showrooms designed to fit in small spaces where a traditional dealership might not be possible.

While creativity is important, a clear Call-To-Action is also essential. Don’t waste the attention of your viewers. Instead, give them a clear directive at the end of their digital experience, such as:

-Like Us on Facebook

-Follow Us on Twitter

-Text to Earn More Rewards

-Please Leave a Review

We are living in a physical world where people want to self-direct their content. Giving customers the ability to interact with your branding and inventory on their own time at their own pace is a key way to increase both data collection and revenue. Touchscreens can also bridge the gap between a business’s digital operations and customers physically walking around their stores.


Phygital Phenomenon of Touchscreens 1


Jennifer is Marketing Manager at Omnivex Corporation. She joined Omnivex in 2011 and is responsible for all aspects of marketing including strategy, communications, and execution. Jennifer has helped Omnivex redefine what digital signage is and how it can help organizations enhance and extend their two most valuable assets – people and data.

Jennifer brings 20 years of software industry marketing experience. She has held numerous marketing positions at software companies including PeopleSoft, Longview Solutions, and Microsoft. Prior to joining Omnivex, Jennifer was the Industry Marketing Manager for Microsoft Dynamics in Canada.

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