- Created: 07 June 2017
All our customers share a common interest, whatever their sector. They all want to enhance their customer experience. They are all aware that a good customer experience boosts profitability, creates loyal customers and attracts new ones. So what are the digital signage solutions we will see more of in the future? London Digital Week was held in May. It was a week full of digital signage trends and inspiration. So what do retailers and customers want for the future?
Creative video walls
LG Electronics coined the term ‘techorating’ back in 2008. The term is a fusion of modern technology and decorating. A unique, attractive, stylish environment can be created by combining these two concepts. The term was initially intended primarily for home environments but it has now been adopted in retail. The monitors often have unusual formats and are placed in different formations. Creating attractive content for a creative video wall is a challenge. At the same time, the store gets an exclusive visual element that has impact, communicates various messages and constantly generates customer interest.
Digital Signage Today recently published an article about the digital signage of the future. ‘Technologies will be smarter’ is one of the subheadings. It explains that the key factors in retail will be recognition and personalization. Consumers not only demand a shopping experience. They also want it to feel personal. If it is to succeed in delivering this, the retail sector needs to map the individual characteristics and behaviour of customers. Digital in-store solutions make it possible to adapt messages to the customer or what the customer is interested in.
RFID tagging or sensors make it possible to control which messages are displayed to customers. For example, if a customer picks up a running shoe, advertisements are displayed for related sports clothing or detailed information about the product.
The purchase can be personalized using data collected from the customer. This data will have been collected before the customer visited the store or during their visit. A large product range often makes it more difficult to find the right product. If the customer answers a number of questions about their needs in the store, specific product recommendations can then be displayed. Another example is when the store can identify the customer via a members’ club and generate specific in-store offers.
The recognition process is more complicated and currently requires cameras. The technology has existed for a while but is not used very widely. A camera can usually be used to identify both gender and age. However, these factors do not identify what the customer wants or is interested in. However, it is a fun solution that is often displayed at trade shows, including the recent one in London.
Interactivity in different guises
Interactivity generates involvement, enhances the efficiency of information flow and, if used correctly, it can give a huge boost to the shopping experience. Monitors can be wall-mounted, or a terminal or table. At London Digital Week, there was a heavy focus on interactive tables. The advantage of an interactive table is that several people can use it at once. It promotes cooperation and is often used in education, gaming, restaurants and planning work.
One successful example of interactivity is at Ralph Lauren’s Fifth Avenue flagship store in Manhattan. The store introduced ‘smarter fitting rooms’ in 2016. Mirrors with RFID technology identify the clothes the customer puts on. Digital monitors then give the customer information about the garment’s available sizes and colours and suggest matching clothes. There is also a ‘call an associate’ button so that staff can be summoned to provide rapid assistance. The solution simplifies the customer’s experience, provides inspiration and helps create a very exclusive shopping experience.
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With this blog we want you to discover the many possibilities of digital signage.