Interactive Touchscreen Experiences in Action (And What B2B Buyers Can Learn from Them)

Interactive touchscreen experiences are no longer a novelty. They’re one of the most effective ways people explore complex information — at events, in experience centres, during meetings and increasingly as part of broader digital buying journeys.

What separates the strongest examples isn’t visual impact alone. The most effective interactive experiences help buyers make sense of complexity, explore information at their own pace and build confidence before decisions are made.

Crucially, the best examples are not one-off touchscreen builds.

They’re part of a wider buyer enablement approach — where the same structured experience can be used face-to-face, shared remotely, accessed through self-serve and kept accurate through a single source of truth.

That’s why interactive experiences have become so relevant in industrial, healthcare and technology environments, where clarity, accuracy and speed of information directly affect buying confidence.

At POPcomms, we provide the platform that enables this. Organisations use POPcomms to design, manage and deploy interactive buyer experiences across events, meetings, experience centres and the web — ensuring complex information is always clear, current and consistent.

The examples below show how that plays out in practice — across manufacturing, healthcare, defence and technology environments where understanding, trust and confidence are critical.

1. GEA. Creating Clarity Around Complex Industrial Technologies

🔗 https://www.popcomms.com/case-studies/gea/

GEA is one of the world’s leading systems suppliers for the food, beverage and pharmaceutical industries, delivering highly specialised machinery, plants and process technologies.

Explaining these complex technologies clearly — particularly at trade shows and customer visits — is critical to building early understanding and confidence.

GEA introduced a mobile showroom powered by interactive experiences created and managed on the POPcomms platform. Buyers can explore technologies at their own pace, visualise systems in context and focus on the details most relevant to their needs.

The same experience is deployed across mobile showrooms, fixed events and ongoing sales engagement — without rebuilding or duplicating content.

Why it works
This example demonstrates how a centrally managed platform enables consistent, confident buyer understanding across global, face-to-face and event-led engagement.

2. ABB Robotics. From Complexity to Buyer Clarity

🔗 https://www.popcomms.com/case-studies/abb-multi-touch-interactive-campaign/

As ABB Robotics expanded its portfolio of data-driven advisory services, the team faced a familiar challenge: explaining sophisticated, outcome-focused offerings early in the buying journey.

ABB uses interactive buyer experiences built on the POPcomms platform to support guided, visual conversations rather than technical deep dives. Sales and marketing teams can adapt stories in real time, allowing buyers to focus on what matters most to them.

The same experience supports in-person meetings, virtual discussions and event engagement — acting as a shared reference point rather than a linear sales deck.

Why it works
This shows how a buyer enablement platform supports consultative selling by helping buyers understand value before committing to deeper sales conversations.

3. JSP. Enabling Confident Self-Serve Buying Across a Global Product Portfolio

🔗 https://www.popcomms.com/case-studies/jsp/

JSP is Europe’s leading independent manufacturer of personal protective equipment, operating across highly regulated markets worldwide.

With hundreds of products, each with its own standards and documentation, buyers needed fast, reliable access to accurate information — and the ability to self-serve confidently.

Using the POPcomms platform, JSP created a single interactive experience that supports both sales-led conversations and customer self-service. Buyers can explore products by role, industry or standard, compare compliant alternatives and access up-to-date documentation instantly.

Sales teams and customers use the same experience across meetings, remote engagement and self-serve research — ensuring consistency and control.

Why it works
This example shows how a platform-led approach enables self-serve exploration without losing accuracy, compliance or trust.

Interactive Touchscreen Experiences Beyond POPcomms

These patterns aren’t unique to POPcomms customers. Across enterprise, infrastructure and public-sector environments, interactive experiences are already standard for helping people understand complex systems.

What POPcomms enables is making this approach repeatable, manageable and scalable for commercial teams — without custom builds or one-off deployments.

4. ABB. Smart City Interactive Experience

🔗 https://smartsocieties.abb.com/home/smart_city_h

ABB’s Smart City experience allows users to explore how energy, mobility, buildings and infrastructure interact across an urban ecosystem.

Why it matters for B2B buyers
Complex buying decisions are rarely about single products. System-level exploration supports clearer understanding of relationships, trade-offs and outcomes.

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5. Siemens. Smart Infrastructure Experience Centres

🔗Digital Enterprise Experience Center – Siemens Global

Siemens’ experience centres use large interactive environments to support collaborative exploration of infrastructure, automation and digitalisation.

Why it matters for B2B buyers
Interactive experiences enable shared understanding and more productive early-stage conversations across stakeholders.

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6. Schneider. Electric Innovation Hubs

🔗Innovation Hubs | Schneider Electric

Schneider Electric’s Innovation Hubs use interactive dashboards to visualise sustainability, energy management and operational performance.

Why it matters for B2B buyers
Interactive visualisation helps buyers compare scenarios and build confidence around complex system-level decisions.

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7. AVEVA. Enterprise Operations & Control Environments

🔗 https://www.aveva.com/en/products/unified-operations-center-for-data-centers/

AVEVA’s Unified Operations Center is used by data centre operators to manage highly complex, multi-site environments through a single, interactive visual interface.

Rather than working across fragmented systems and dashboards, teams explore interconnected data through map-based navigation and contextual visualisation — moving easily from high-level performance views into specific systems and assets.

The experience is designed to support shared understanding, faster alignment and more confident decision-making in environments where accuracy and uptime are critical.

Why it matters for B2B buyers
While buying decisions aren’t made in control rooms, the conditions are similar: complexity, risk and multiple stakeholders. This example shows how interactive, structured exploration supports clarity and confidence when the stakes are high.

8. Roche. Enabling Clarity and Confidence in Regulated Healthcare Environments

🔗 https://www.popcomms.com/case-studies/roche/

Roche uses the POPcomms platform to power ServiceBox — an interactive experience that provides a single point of access to product and compliance information.

The same experience supports customers, sales teams and internal stakeholders across events, meetings and daily engagement — reducing friction and improving confidence in regulated environments.

Why it works
This shows how a single source of truth enables confident decision-making when accuracy matters most.

9. GSK. Supporting Education and Trust Through Interactive Health Experiences

🔗 https://www.popcomms.com/case-studies/gsk/

GSK uses interactive experiences built on the POPcomms platform to support education, awareness and informed discussion across healthcare audiences.

From narrative-led public health experiences to interactive event hubs for healthcare professionals, the same content can be deployed across physical and digital environments.

Why it works
In healthcare, understanding builds trust — and a platform-led approach ensures that understanding is consistent and responsible everywhere it appears.

10. Antillion. Supporting Confident Exploration in High-Stakes Environments

🔗 https://www.popcomms.com/case-studies/antillion/

Antillion uses interactive experiences at exhibitions and workshops to help customers explore complex communications systems at their own pace.

Built on the POPcomms platform, the experience supports structured exploration without oversimplification — across live events and follow-up engagement.

Why it works
In defence and first-responder contexts, a reusable, structured experience supports clarity, trust and higher-quality engagement when it matters most.

What the best interactive touchscreen experiences have in common

Across manufacturing, healthcare, defence and technology, the most effective interactive touchscreen experiences share a common purpose: helping people understand complex information with confidence.

They don’t overwhelm with content.
They don’t rely on fixed presentations.
And they don’t exist as one-off deployments.

Instead, they are:

• structured for self-guided exploration
• reusable across face-to-face, remote and self-serve engagement
• managed from a single source of truth
• designed to support better conversations, not replace them

Modern B2B buyers want clarity before commitment. The organisations that win are those that enable understanding early — and support it consistently across every touchpoint.

Turning complexity into clarity with POPcomms

POPcomms is the buyer enablement platform that makes this possible.

By turning complex portfolios into structured, interactive experiences — and managing them centrally — POPcomms helps business development, marketing and sales teams reduce confusion, build trust and support faster, more confident buying decisions.

Because in complex sales, clarity wins. Confusion kills deals.

That matters because modern B2B buyers increasingly want to explore, compare and build confidence on their own terms. By the time they engage more deeply with sales, they expect clarity — not explanation from scratch.