In today’s fractured and ever-growing media landscape, attention is in short supply. It's a commodity that comes at a high price and has an extremely short shelf life. Brands are not only competing with others brands in this mobile-first world, they are competing an influencer's latest selfie.
So, how do brands draw the consumers’ gaze away from their digital looking glass, especially when what you have to offer can’t always deliver that same immediate dopamine hit as crushing some candy?
Well, you work with their normal behaviour and “appear” to support their digital addiction.
Shops across the pond have started to install phone chargers in-store. People can walk in to charge their life-support devices free of charge. This is a clever tactic. Not only do you appear to understand the consumer and their need to be constantly connected, so adding real value to their lives, you are simultaneously removing a massive barrier to the consideration of your offering in the process.
While two-thirds of shoppers feel panicked when their phone battery is running out, people are increasingly grateful for moments when they can actually switch off. ChargeItSpot’s kiosks offer to solve both problems for shoppers, while also benefiting the retailers as it gives them a more engaged, relaxed customer. Meanwhile, providing the service can also help brands make a bigger impression on customers: "You stay in their minds because they’re going to remember you helped them out," says Cisco Seader from InCharged, which manufactures chargers and locker solutions.
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