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The Age of Interactive Retail Displays

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  • 17th February 2014

There will always be stiff competition among retailers, but competition is even more competitive when brick and mortar companies have to compete with online retailers.

How does a traditional brick and mortar retail store compete with online retailers who have the ability to show a prospective buyer everything under the sun with just a few clicks? Or, how does a traditional store interest a buyer who typically purchases online?

Interactive Retail Displays

Although this has become an uphill battle for many brick and mortar companies, there is the move towards interactive retail displays Not only does this use store space more efficiently, but it tends to increase store sales as well. It also does a wonderful job of making the shopper’s experience very distinctive and unforgettable.

In all actuality, there will always be those who prefer to shop online instead. However, interactive window displays make it easy for retailers to display their brand to interested shoppers that pass by or physically visit their stores. Most importantly, many interactive storefronts are connected to social media such as Twitter, Instagram or Facebook. This means that shoppers can share displays with online friends and family. This is just an additional way to expose traditional retail brands to an even larger global population.

There are many well known brands that have interactive store window campaigns. For instance, the following are just a few examples:

Ted Baker: This particular store displayed the “Merry Kissmas” campaign at its New York City, Tokyo and London locations during the holiday season. The interactive storefront encouraged shoppers to take pictures under mistletoe, and it was connected to personal Twitter or Instagram profiles. It was beneficial for shoppers because each profile was entered into a contest for a luxury vacation. Shoppers may or may not have stepped inside of the stores, but the displays created a social media buzz and got plenty of brand exposure for Ted Baker.

Ted Baker - Interactive Retail Display - Assigns

Img : tedbakerblog.com

Liberty London: The Liberty London store on Great Marlborough Street in London has an interactive store display that does a great job of getting passerby shoppers into the store. Each window display shows a riddle or puzzle that describes a particular product that is inside of the store. The window display also prominently displays a QR code that shoppers can scan with their mobile phone or tablet. The scanned QR code provides an answer to the puzzle or riddle, which makes it easy to locate the product once shoppers go inside.

Liberty London - Interactive Retail Display - Assigns

Img : Liberty

John Lewis: The John Lewis stores on Oxford Street and Sloane Square in London showcase Samsung’s new smart television. This interactive retail display lets shoppers see themselves in a distorted view that they can control. It provides both video and audio entertainment.

John Lewis - Interactive Retail Display - Assigns

Img: Inition

These are all cost effective and intelligent ways to stay ahead of the advertising game. Brick and mortar stores have to find new ways to get over on the competition. Interactive technology is just one more way that keeps them in the running. It also allows them to remain profitable. Most importantly, many of these interactive storefronts not only result in higher profits, but they also provide a shopping experience that is fresh and distinctive for each shopper. These things are beneficial for shoppers and retail stores.

Danny Chard is the Managing Director of Assigns Point-of-Sale and Graphic Display Systems

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