How to maximize the value of your digital experiences

1. How to
maximize the
value of your
digital
experiences
Digital Experiences – Nov. 18, 2015

2. Lyle Bunn
Digital Media
Industry
Consultant
Digital Experiences – Nov. 18, 2015
• 40 years of experience in
information and
telecommunication
technology
• 14-year focus on digital place-
based media
• 300+ published papers
• International speaker

3. Maximizing the benefit of
digital technology
Digital Experiences – Nov. 18, 2015
• Invented industry that services its end
users
• Creates enabling value
• Empowers organizations
• Improves valuation of enterprise through
brand equity

4. Digital media trends
Digital Experiences – Nov. 18, 2015
• Higher resolution display
• Faster refresh rates
• Content presented at higher quality
• Single content management tools
• Better integration into environment
• Sustained dwell time appreciated by
patrons

5. Gamification
and Augmented
Reality
Digital Experiences – Nov. 18, 2015 Gamification – makes the interaction
with media fun
Augmented reality – addition of info or
visuals significantly changes that
engagement experience

6. On-location engagement
experience factors
Digital Experiences – Nov. 18, 2015
• Life-changing experience
• Memorable
• Share with friends

7. Success factors
for enabling the
value of digital
media
Digital Experiences – Nov. 18, 2015 To improve valuation, support growth
of brand equity and support
productivity of the enterprise:
Improve processes
Exploit new assets (i.e., proliferation of
info, data, statistics)
Leverage communication tools

8. Success factors
for enabling the
value of digital
media
(continued)
Digital Experiences – Nov. 18, 2015 Train and enrol participation
Inspire us to engage
Aligning with the values, attributes,
characteristics and identity of brand

9. SportChek
Digital Experiences – Nov. 18, 2015
• Canadian sporting goods chain
• Integrated digital media engages
consumers with customer and staff
support interface
• 60% associate assisted sales
• Key lesson – integrate digital media as a
device into sales associate process

10. Whole Foods Avalon Store
Digital Experiences – Nov. 18, 2015
• Electronic shelf labels
• Integrates social media into video wall in
café
• Trialling mirrored gamification – interact
with mirror to create image with product
promotion

11. Time Warner Cable flagship
Digital Experiences – Nov. 18, 2015
• Promotes vision of how media can be
used in home
• Self-service areas
• Large interactive flat panel
• Integrated single content management
platform

12. How do you get
it right?
Digital Experiences – Nov. 18, 2015 Introduction of hand held devices to
increase engagement between sales
associate and patron:
Move media from mobile device to
video wall
Display images onto handheld device
Hand held devices give conversations
more focus and better value

13. How do you get
it right?
(continued)
Digital Experiences – Nov. 18, 2015 Understand how digital media will
enable business and enterprise goals
Mitigate risk through well qualified
suppliers with proven digital media
technologies
Minimize total cost of ownership over
time

14. Opportunities in
financial
services
Digital Experiences – Nov. 18, 2015 Need for consumer confidence
Requirement to generate profitability
Integration of Millennial demographic
as part of patron base
Potential of selling financial-related
services (i.e., insurance) under financial
services portfolio

15. Immersive
Digital Experiences – Nov. 18, 2015
• Represents a range of issues
• All senses are engaged
• Creates productive place
• Respects consumers’ time
• Offers experiences that meet consumers’
needs
• Offers options of engagement

16. Acceptable
ignorance
Digital Experiences – Nov. 18, 2015 It may not be worthy of investment to
learn something in order to get the
value from it
Wouldn’t quantify value, not a unique
insight
Managing investment in digital media

17. Question Period
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Digital Experiences – Nov. 18, 2015