Say you’ve invested millions of dollars getting touch-screens into retail stores nationwide, but no one’s actually touching the things! Turns out it’s quite a common issue, but one
that Trevor Kaufman, CEO of Possible Worldwide, insists can be resolved. First, show the digital silhouettes of people touching and interacting with the screens. What’s good enough for a digital
representation of a human should be good enough for the real thing. Next, be sure to tilt the touchable screens by at least a few degrees. For reasons that Kaufman couldn’t quite explain,
consumers seem to take the tilt as confirmation that they’re dealing with no mere static screen. Lastly, if perhaps the least satisfactory solution, Kaufman recommends giving consumers time to
adjust to the new touch paradigm. In no time at all, he suggests, marketers will have the opposite program: Consumers will expect to touch and interact with every screen they see!