How To Use Digital Technology in Retail Display
In today’s fast-paced and competitive retail landscape, businesses are constantly seeking innovative ways to capture the attention of consumers and create immersive shopping experiences. One of the most powerful tools for achieving this is the use of digital technology in retail display, which is taking the place of traditional static signage.
The Covid-19 pandemic triggered an irreversible shift in consumer behaviour, and bricks-and-mortar retailers must do more than ever before to attract and retain footfall.
Consumers expect a hybrid shopping experience tailored to their needs, and retailers must provide a seamless omnichannel shopping journey that connects online and physical stores.
Digital technology is revolutionising the way retailers engage with their customers, offering abundant possibilities for creativity and personalisation in-store. Here, we explore the benefits of using digital technology in retail display and how it can work to enhance customer experience, improve brand engagement and, ultimately, increase sales.
Personalisation and targeted marketing
One of the most significant advantages of digital displays in retail is the ability to personalise content and deliver targeted marketing messages. By leveraging technology, retailers can tailor their in-store messaging to specific personal preferences and shopping habits, so they are serving the right content to the right audience at the right time.
Mobile apps and Bluetooth beacons that track a customer’s purchase history and location can allow retailers to customise promotions and messaging as the customer approaches a certain area in store. This level of personalisation provides a more memorable customer experience, fosters a sense of connection with the brand and ultimately increases sales.
Interactive and immersive experiences
Digital displays enable retailers to create captivating shopping experiences, going beyond passive viewing to offer interactive and immersive features that actively engage consumers.
Vibrant videos and high-resolution touchscreens, like this example for Invictus flooring, allow shoppers to explore product details or even control and test out products on display.
Emerging technologies such as augmented reality will see customers being able to virtually try on clothes, visualise furniture in their home or experience a product in a unique manner. By commanding attention in this way, retailers are more likely to leave a lasting impression, creating a sense of excitement and enabling a more informed purchase decision.
Real-time updates and agility
In the fast-moving retail world, the messages a retailer needs to deliver to its customers could change daily. This might be due to issues in the supply chain, stock fluctuations or changing buyer behaviour. Traditional signage is time-consuming and costly to create and update, and the message is often irrelevant before it’s even reached the store.
Digital signage affords retailers more agility when it comes to their in-store messaging. Prices, promotions and product information can be instantly updated across the retail estate to ensure the messages being delivered are timely, engaging and relevant. This real-time capability allows businesses to respond quickly to market trends, adapt to changing customer preferences and seize opportunities as they arise.
Brand strategy and differentiation
Digital technology in retail display provides businesses with a powerful platform for brand storytelling and differentiation. There may be several other stores on the high street selling the same types of products, but the experience that a customer has in-store and the affinity they feel for the brand can be heavily influenced by effective use of digital display.
By offering customers a more engaging and memorable experience, a retailer can stand out in a crowded marketplace. Visually compelling content can showcase a brand’s values, communicate its unique selling points and create emotional connection with customers – all of which fosters brand loyalty and the propensity to return to the store in future.
Gathering insights and data
The importance of gathering customer insights in a highly competitive marketplace cannot be underestimated. Collecting data provides retailers with a better understanding of their customers, enabling more informed decisions when it comes to business strategy. Digital technology in retail display presents a new opportunity to garner this valuable information.
By tracking customer interactions via in-store devices like touchscreens, retailers can learn more about buyer behaviour, preferences and engagement levels. Content can then be optimised to ensure its meeting the needs of consumers, thus improving the shopping experience and achieving the goal of increasing sales.
Improving customer service
Aside from the visual appeal, digital technology can also work to improve the service that customers receive in-store. Interactive installations can provide speedy assistance without the need for store colleagues on permanent standby. Touchscreen technology allows customers to instant access to information such as product details and stock availability.
Digital displays can also be integrated with existing store communication systems to provide shoppers with an instant connection to a staff member, as demonstrated in this award-nominated display for Boots with VoCoVo. This saves the customer valuable time, allows for a more personal service and helps the retailer deploy colleagues more efficiently.
Utilising mobile technology
Digital technology in retail display is clearly shaping the future, but budget restraints might mean that a full-blown interactive installation is not feasible for all businesses when it comes to ROI. Luckily, almost every single consumer will possess a mobile device, and half of them use smartphones to enhance their in-store shopping experience.
Retailers can use technologies such as QR codes, which are more commonly used post-Covid, to deliver their message directly to a customer’s screen. Shoppers often use their phones to check the best price on an item while already in-store, so giving them an instant discount or incentive via their mobile phone is more likely to result in purchase.
What can you do to harness the power of digital technology in retail display?
Digital technology in retail display is transforming the industry, providing retailers with unprecedented opportunities to engage customers and enhance their overall shopping experience. These displays combine visual appeal, personalisation, interactivity and real-time updates to create a captivating and immersive environment.
Furthermore, the data-driven insights obtained from these displays enable retailers to make informed decisions and optimise their marketing strategies. As technology continues to advance, we can expect digital displays to evolve further, offering even more creative and impactful solutions for retailers.
Embracing these innovations can help retailers differentiate themselves in a competitive market and establish stronger connections with their customers. By unleashing the power of technology through innovative digital displays, retailers can unlock new possibilities and drive their businesses toward success in the digital age.
To learn more about how Fathom’s digital displays can revolutionise your retail space, visit our website: www.wefathom.co.uk