Digital displays are becoming indispensable in the retail industry and with good reason. They significantly improve customer engagement and boost sales by offering a more interactive and personalized product display that resonates with customers.
A 2022 Digital Signage study found that stores using digital displays saw a 31.8% increase in overall sales and a 46% increase in customer satisfaction. As retailers look for innovative ways to stand out and create memorable shopping experiences, digital shelf displays are proving to be a game-changer.
Let’s take a look at what this means for you and your business!
Design and Implementation
Think about how a store flows and where customers naturally go – those are the spots perfect for digital displays. Every detail needs to be carefully orchestrated to blend digital and physical elements so the store’s atmosphere is enhanced, not diminished, with digital touchpoints, and the aesthetic and operating flow of the space isn’t compromised.
The kinds of displays used, whether interactive touchscreens, LED tickers, etc., should be chosen to match the decor of the store and the brand.
The customer experience is key.
The displays must be easy to use, with intuitive menus that provide useful information without bombarding the customer with excessive options. Once the displays are designed, they need to be installed, connected to the store’s systems, calibrated, and tested – it’s all about making sure everything runs smoothly.
Collaboration and feedback need to be ongoing during this process. It’s a team effort!
Adjustments are made, and refinements are implemented based on real-world observations and user interactions until the setup is finalized to provide the optimal experience. It is a complex and detailed effort to integrate digital touchpoints into the retail environment, bringing together a deep understanding of technology, retail, and users.
But the result? Totally worth it.
Practical Application
If designed with user adoption in mind, digital shelf displays can greatly improve in-store customer experience and conversion rates. Working with major retail brands like Purina and America’s Best Eyeglasses, Makeway has seen these benefits in action.
America’s Best Eyeglasses
A common customer pain point is choosing lenses, so America’s Best Eyeglasses wanted to incorporate visual explanations of eyewear options, including different lens types and coatings, as well as the frames themselves. Makeway created a touchscreen interface to allow customers to explore at their own, at their own pace. The company rolled out the pilot program in 16 stores and the early returns have been amazing.
Customers love the familiar design controls and the fact that the selection process doesn’t require constant support from in-store staff to complete. The project is such a success that it has paved the way for a wide rollout of this and other digital touchpoints, indicative of the trend toward retail environments that incorporate digital elements.
Purina LAB9 Innovation Space
Our team engaged with Purina’s LAB9 Innovation Space in St Louis to create over 30 interactive learning environments for Purina’s major partners, such as Walmart and Kroger. LAB9 is a 45,000 ft² interactive environment where these retail partners come together to engage, learn, and collaborate with Purina. Our focus was to ensure the interactive environments (including a game wall with learning modules, AI-driven digital persona modules, and custom iPad apps) drove a compelling retail experience.
During a year-long design and development overhaul of the space, our team worked closely with Purina to ensure a high-quality experience for retailers. The outcome has been outstanding, with retailers praising the space for being educational, interactive, and impactful. The LAB9 experience demonstrates the power of using digital touch points to enhance the retail experience and build strategic partnerships.
Interactive Touchscreen Displays
A trend that is becoming popular is the use of interactive touchscreen displays that enable customers to interact directly with the merchandise. Using these screens, customers can see detailed specifications, compare individual items with other products, and even place orders without the help of sales staff. This greatly reduces the time spent waiting for a decision to be made, and can also increase customer satisfaction and even conversion rates. Plus, customers love the hands-on experience and the freedom to explore at their own pace.
Electronic Shelf Labels (ESL)
Electronic Shelf Labels (ESL) are transforming the traditional pricing system in retail. These small digital screens replace paper price labels, allowing for real-time updates and remote management. This can save on labor costs and allow for dynamic pricing strategies for real-time discounts and flash sales. It is possible to react instantly to changes in the market and customer demand, converting browsers into buyers in a matter of seconds.
Augmented Reality (AR) Displays
Through Augmented Reality (AR) displays, digital information can be overlaid on the physical shelf space, adding a wealth of product details for the customer. It can help them visualize how an item would look in their home or show them a demonstration right in the store. All these elements bring a bit of magic to the aisle, encourage a more fulfilling shopping experience, help customers make better decisions, and potentially significantly increase engagement and satisfaction. For retailers, that translates into more sales, better customer loyalty, and a more favorable perception of the brand overall.
LED Ticker Displays
One of the most exciting and powerful ways for advertisers and store owners to communicate promotional messages and vital store information is by using LED ticker displays. Positioned at vantage points throughout the store, these LED tickers display dynamic, moving text at eye level to make vital announcements hard to miss. By properly leveraging LED tickers, retailers can greatly enhance a customer’s in-store experience, and keep their customers engaged with dynamic, constantly changing content.
QR Code Displays
The QR code bridges the offline shopping environment with the online shopping environment. QR codes can be linked to product tutorial videos, customer reviews, and special discounts for purchases. The shopper behavior data from offline shopping can be invaluable to retailers in tailoring their offerings and marketing strategies to ensure the right products are available to the right customers at the right time.
Embrace the Future of Retail with Digital Touchpoints
In the cutthroat world of retail, to compete, you need to embrace these innovations. Sure, the complexity of design and implementation is vast, but the transformative results are absolutely worth the challenge. Think of it as an exciting journey towards a smarter, more engaging retail space. With decades of experience in developing leading digital environments, we’re here to help you every step of the way.
Contact us today to find out how we can help you transform your retail space and offer a truly seamless customer experience, powered by today’s most advanced digital touchpoints.
