VA in retail: putting the customer first – 365 RETAIL
Even before the pandemic, the bricks and mortar aspect of the retail industry was undergoing major changes as the battle to attract people to stores, rather than buying online, intensified.
As shoppers return to malls and shopping streets, this trend shows no signs of slowing down as retailers seek to deliver unique, interactive and seamless experiences related to digital offerings.
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Toni Viñals, CEO of nsign.tv, said: “The retail industry is facing a stage of reinvesting its business models in physical establishments with the desire to return to normal by providing consumers with better experiences of shopping, both safer and more interactive. so that the customer journey is as attractive as possible.
Scott Pickus, Marketing Director at Dynascan Technology, says: “After more than a year of closures and limited store access, retailers inevitably feel the pressure to re-establish traffic within their physical locations. While online shopping has mitigated the loss of revenue for some retailers, a physical presence is needed more than ever to maintain brand loyalty and increase revenue.
“We are seeing a sustained demand for storefronts in the retail trade. The goal has not changed – it’s still about getting the customer inside the store – but the pressure to have live displays in storefronts increases after Covid. “
To attract people to stores, retailers choose to offer multiple interactions and touchpoints to improve the customer journey, with digital signage and eye-catching displays playing a prominent role for many. Supermarkets, for example, target promotions based on different areas of their stores or use screens to manage queues. Elsewhere, digital signage inside point of sale elements is used to inform and educate customers. Digitization also helps retailers entertain their customers when they visit the store.
Pickus adds, “Digital storefront signage is one of the most effective and economical ways to bring visitors back inside stores by allowing retailers to communicate and update audiences instantly on the news. promotions, sales and trends. This is especially useful in industries such as fast fashion, where styles are constantly changing, and restaurants, where new menu additions and daily specials can be displayed visually.
One example is the concept of downtown Vienna from furniture retailer Ikea. The store offers extensive digital signage, kiosk kiosks, full application integration, a hotel, restaurant and rooftop terrace to deliver a whole new shopping experience.
The digitization of the customer journey and the role of digital touchpoints in the store are particularly interesting. Over 100 displays were installed across the store’s five floors to link fixed-space retailing with limited space with e-commerce. Most digital touchpoints are digital posters designed to provide both inspiration and product information. Interactivity is king in restaurants, which now have self-service ordering kiosks similar to QSR restaurant chains. The storefronts and checkout areas on all floors are relatively new to Ikea, all designed to engage, entertain and educate customers.
This level of digitization also helps retailers measure and analyze the behavior of their customers from the moment they decide to enter the establishment until the end of the buying process.
Creating a consistent and personalized shopping experience in physical and digital stores remains a challenge, but AV provides a solution. Viñals adds: “AV systems are used for a wide variety of functions that allow consumers to experience products and get personalized information as well as access promotions and products at special prices in a way. visually powerful. From click and collect screens to lifting and learning experiences or interacting with touch screens to navigate the retailer’s website and choose the desired product for immediate purchase in stores, all are positive experiences facilitated by audiovisual systems.
Pickus agrees: “A digital medium allows retailers to match the speed of their in-store advertising with that of their online shopping platform. Data collected from online engagement can even be applied to personalize messaging and in-store content based on trends and online demand. Good content is always the key. Dynamic, eye-catching content helps engage and attract viewers in ways that static images or printed posters just can’t achieve.
“From lift-and-learn POP displays to interactive mirrors to digital mannequins, AV is providing retailers with powerful new tools to engage customers and augment the traditional in-store shopping experience with digital elements to bridge the gap. with online storefronts and give shoppers an incentive to shop in-store.
The future looks bright for this sector, as Viñals explains: “We continue to see an increase in digitization processes from small to large retailers. In 5 to 10 years, each store and company will have screens to inform, communicate or interact with its customers, employees and visitors. We have an incredible future ahead of us. In addition, the coexistence of digital in-store systems (brands and retailers) will continue to be a market trend with the goal of ensuring that consumers’ offline and online experience is coordinated as a single user experience.
ISE 2022 will host exhibitors showcasing the very latest technologies for the retail industry. At the heart of this will be digital signage and the DOOH zone in Hall 6, where all kinds of signage and displays will be on display, from transparent and flexible units to those controlled by touch, voice and gesture. Vendors spanning the entire ecosystem of digital signage solutions will be present in this hall, including digital signage software, media players and display controllers.
The summit of digital signage, managed in partnership with invidis consulting and chaired by its managing director Florian Rotberg, will also be back this year. Taking place on Monday, January 31, this full-day event will explore the business, technology and strategy of the digital signage market and DOOH.
There will also be a retail stage in Hall 6, showcasing case studies from innovative retailers large and small. It will be free.
Mike Blackman, Managing Director of Integrated Systems Events, explains, “As a physical in-person event, we are in one place to bring all elements of the industry together under one roof and we look forward to seeing you all. . In preparation for Barcelona, we have worked hard to ensure that ISE 2022 provides a safe, enjoyable and very useful experience for the industry to showcase innovation, taking inspiration from some of the brightest in the industry. We look forward to seeing you there. “
Integrated Systems Europe (ISE) 2022 will take place at Fira de Barcelona, Gran Vía, from February 1-4, 2022.
For more information, please visit www.iseurope.org