The 90s brought us the digital answering machine, Adobe Photoshop, and Beanie Babies. It also marked the introduction of digital signage, a term that came from a security guard at a UK shopping center in early 1992—no, seriously! They reportedly referred to the array of video walls they saw as “digital signage” because they were unsure of the proper terminology.
During the 1990s, digital signs were primarily used in sports bars to broadcast games, but between 1990 and 1995, we finally began to see large TVs being utilized as digital signs. Then, between 1995 and 2000, digital signage started to appear in theaters, airports, and high-tech malls, and poster space started to be replaced with video space.
Of course, it goes without saying that things have come a long way since then, especially because what was once completely revolutionary when the idea was first introduced is now the norm in places like our favorite restaurants and local shopping malls, to name a few.
There was a period when innovative retail displays defied convention by using straightforward video loops or motion sensors to trigger voice call-to-actions. Many of the interactive retail displays of today go even farther with their unique visions to present and demonstrate products, building on the foundation of these elements.
It’s not unusual to see forward-thinking businesses incorporate fresh components into their merchandising strategies. Technology not only allows for data collecting, but its inclusion of engaging elements thrills customers and promotes exploration. In the end, interactive displays can increase brand loyalty and profoundly educate shoppers, building a strong connection that keeps shoppers coming back for more. Let’s dive deeper into this!
Touch Screen Displays: The Convenience We All Love
Kiosks have transformed our daily lives for decades. We use them to check bags for that Hawaiian Christmas trip we’ve been planning for months, pay for parking on a night out, and order that delicious Italian sub we’ve been craving. It’s easy to overlook the fact that touch screens weren’t always mainstream.
In order to give customers a hands-on experience, some businesses have augmented retail displays with touch screens due to the technology’s widespread use and well-established status nowadays. Usages frequently involve continuous aisle shopping, finding out more details about products, or personalizing goods. Sam’s Club is a fantastic example of this. They have a sample kiosk that offers everything from tasty protein bars and vitamin gummies to air fresheners and laundry detergent pods. Simply scan your membership card, enter your email, watch a brief video, and presto! You now have a free sample in your possession.
When the Online and Offline Worlds Collide
The fact that we are now accustomed to spreading our purchasing experience across a number of channels is what it all boils down to. Now that the COVID-19 pandemic has subsided and customers want to continue buying in-store, formerly digital brands are joining forces with established brick-and-mortar stores to attract a bigger audience of shoppers.
Shoppers at Target have recently noticed that the store now carries products from Function of Beauty and Curology. These businesses, which previously only operated online, are suddenly finding, in the words of Brittany Leitner of StyleCaster, “a brick and mortar home at Target.” In 2018, the beauty subscription business Birchbox introduced their slew of goodies through the doors of select Walgreens locations. Rather than waiting for their customized collection of samples to arrive at their doorsteps each month, beauty lovers could now pick out their choice of beauty and grooming products at their local store.
Florine Eppe Beauloye, founder and Editor in Chief of Luxe Digital, observes this phenomenon of the online and offline worlds coming together: “From mobile checkout with digital payment methods to augmented reality applications, interactive displays, voice recognition and social media integration, new technologies are being embraced by retailers to bridge the online and in-store shopping experience and make it as seamless and friction-free as possible.”
Brands are revolutionizing how shoppers experience their products and are continuously innovating, experimenting with new and exciting ways to capture customers’ attention. Always on the lookout for fresh ways to engage customers with interactive and digital offerings that could take their shopping satisfaction to the next level.
Shoot for the Moon with Interactive Retail Displays
In today’s fast-paced retail environment, companies are pushed to think creatively in order to capture the attention of their customers. To do this, they use a variety of state-of-the-art tools and innovative techniques—from high-tech gadgets and interactive displays all the way through powerful storytelling—that ensure shoppers have an unforgettable experience every time.
GE Lighting’s LED+ program, which uses an interactive retail display to highlight the many powers of its specialty bulbs at hardware stores, is a wonderful example of this. The company released a case of smart LED bulbs that were mounted on shelving. Customers could operate the smart bulbs using a panel of buttons and observe how they behaved in various settings. For any event, from impromptu dance parties to those summer lightning storms, GE Lighting has a selection of bulbs.
Customers can press buttons on the display to generate various scenarios. In one demonstration, turning the knobs while holding them down causes a lamp with a number of mood-setting color selections to play music. In another, a lightbulb is shown changing from daytime to nighttime lighting. The light bulb turns back on after the light box goes dark to emphasize the battery backup feature.
When you’re investing in an effective display program, think of innovative ways to present your items that will help educate customers on their features and functionalities. By creating powerful content alongside captivating visual displays, you can leave an unforgettable impression with shoppers while opening up whole new worlds of product understanding.
Experience the Future of Interactive Displays
Retail displays are still developing, and cutting-edge technology is coming for businesses that want to challenge the status quo. Even though augmented reality is nothing new, integrating technology into retail displays is still in its early stages. However, in the upcoming years, we’ll probably witness increased implementation. A future generation of shoppers won’t have any trouble pulling out their mobile devices for the in-store technology thanks to well-known AR apps like Snapchat, Instagram, and TikTok.
Major eCommerce sites are already using augmented reality to help customers envision products or décor in their stores online. That being said, it should not come as a shock when they start appearing in stores as useful ways to highlight product features, advertise a promotion, or carry out other limitless opportunities. In addition, as businesses use the service to customize digital messaging and obtain real-time customer data, camera analytics will become more prevalent on shelves and displays.
Imagine a store display that adapts its branding and visuals based on the demographics of the shopper who approaches it using artificial intelligence (AI). Brands can determine what merchandise is attracting attention, what messaging is effective for various age groups, and much more with the use of video analytics. The information can assist brands in customizing other facets of their marketing, such as traditional advertising and relationships with brand ambassadors. In short, businesses wishing to study customer behavior can benefit from a variety of data that in-store customers can contribute.
All retail displays, generally, are crucial parts of a successful marketing plan since they draw attention to a brand’s goods and cultivate a following of devoted customers. Interactive elements that both engage and inform customers can also help a company stand out from the crowd. Technology will be heavily involved in creating the interactive retail displays of the future, which will offer a customized and informative experience.
Conclusion
There are a ton of advantages to using digital signage. It raises awareness of slow-moving goods before they expire. Rotating digital displays can draw buyers’ attention. Additionally, dynamic content can cause your profits to soar. You won’t ever have to worry about missing out on enjoying these benefits thanks to FTx Digital Signage. With the help of our digital signage solution, you can design captivating displays that both entice customers to shop and educate them. Additionally, you have the option of setting up and managing your in-store advertising in advance or in real-time.
Curious to learn more about what we offer? Give us a call today to set up a consultation with one of our specialists, who will guide you through a demo!
Let FTx Digital Signage help tell your business’ story today!
Danielle Dixon
Danielle is a content writer at FTx POS. She specializes in writing about all-in-one, cutting-edge POS and business solutions that can help companies stand out. In addition to her passions for reading and writing, she also enjoys crafts and watching documentaries.