Published on: December 7th, 2024 / Update from: December 7th, 2024 - Author: Konrad Wolfenstein
Smart Retail: How interactive displays and touchscreens are further developing sales promotion in retail – Image: Xpert.Digital
Customer experience 2.0: Why touchscreens are the future in retail
Innovative change in retail: Interactive displays as a success factor
In an increasingly digitalized world, retail is changing rapidly. Customers expect more than just a simple shopping experience – they look for convenience, innovation and personalization. Interactive displays and touchscreens have emerged as key elements in meeting these expectations. They enrich the shopping experience, strengthen customer loyalty and sustainably promote sales figures. But how exactly does this work and what opportunities does it open up for stationary retail?
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Benefits of interactive displays in retail
1. Deeper customer engagement and tailored experiences
Interactive displays offer the opportunity to present products in a fascinating and innovative way. For example, customers can use touchscreens to discover personalized offers based on their previous purchasing behavior. In addition, interactive product configurators make it possible to customize the items according to your own wishes, which creates a stronger emotional connection to the product. This level of customization not only arouses interest, but can also significantly increase the willingness to purchase.
An example: In a fashion store, customers can use a virtual mirror to “try on” clothes without having to enter the fitting room. This experience saves time and offers a playful element that enhances the shopping trip.
2. Encouraging impulse purchases
Moving images, dynamic animations and interactive elements are real eye-catchers. Not only do they attract attention, but they also encourage impulsive purchasing decisions. Particularly at the point of sale (POS), specifically placed content can promote spontaneous purchases by appealing to emotions or highlighting limited-time offers.
For example, displays right next to the checkouts could advertise small, inexpensive additional items with the message “Get it now – only today!” Such measures are particularly effective in increasing the average shopping cart value.
3. Improving the shopping experience
Retailers that use interactive displays create a seamless and enjoyable shopping experience. From product information to ordering options to virtual try-ons, such technologies not only make shopping easier, but also more entertaining. At the same time, they help to shorten waiting times. For example, customers can access information about the availability of an item directly on the display or order online if a product is not in stock in the store.
4. Promote brand loyalty
A creative and personalized shopping experience strengthens customers' emotional connection to the brand. Interactive displays can help communicate a brand's values and vision in an original way. Customers feel valued when they enjoy a unique experience tailored specifically to their needs.
For example, a brand focused on sustainability can provide interactive content that shows a product's journey from manufacturer to store. Such transparency creates trust and increases loyalty.
5. Data as the key to optimization
Interactive displays capture valuable data about customer behavior. This information – such as which products were viewed or configured particularly often – can be used to refine marketing strategies and make future content even more targeted. By analyzing this data, retailers gain a deeper understanding of their customers' needs and preferences.
Versatile uses of interactive displays
Inspire customers: Interactive displays for tailor-made product presentations -Image: Xpert.Digital
1. Virtual product presentation and customization
Customers can experience products digitally and design them individually. This is particularly advantageous in industries such as furniture, fashion or automobiles. For example, in a furniture store, customers can use a tablet to view a sofa in different colors or fabrics and make the best choice.
2. Social media integration
Social walls or other forms of social media integration allow customers to share their experiences directly. Photos or reviews can be displayed on in-store displays, not only increasing brand awareness but also building trust. Studies show that customers often trust other customers more than traditional advertising messages.
3. Purchase support through digital sales assistants
Displays can assist sales associates by guiding customers through the decision-making process. This is particularly helpful in areas such as electronics or home appliances, where customers often need specific information. An interactive screen could answer questions like: “What are the differences between these two models of washing machines?”
4. Attractive promotions
Whether competitions, discounts or special promotions – interactive displays make advertising tangible and lively. One possible application would be a wheel of fortune on a touchscreen where customers can win prizes or discounts. Such promotions create a playful element and increase the time spent in the store.
5. Immersive virtual experiences
Technologies like VR and LED walls create unique shopping experiences. For example, a travel agency could offer virtual tours of popular travel destinations to convince customers to take their next vacation. Such immersive approaches leave a lasting impression and make shopping unforgettable.
The perfect connection: e-commerce and stationary retail
Interactive displays bridge the benefits of e-commerce and the traditional shopping experience. While online shopping scores with convenience and a wide product selection, stationary retail offers the opportunity to physically experience products. Interactive technologies combine these strengths and create a hybrid approach.
For example, a customer could reserve a product online and pick it up or further customize it in-store at an interactive kiosk. This seamless transition between channels strengthens customer loyalty and increases efficiency.
The future of retail with interactive displays
The adoption of interactive displays in retail is more than just a trend - it's a necessity to survive in a competitive industry. With their help, retailers can not only optimize sales promotion, but also create a unique customer experience that will be remembered. Investing in such technologies pays off in the long term as it increases both customer satisfaction and sales.
“In a world where innovation makes a difference, interactive displays are the key to retail differentiation.” This quote illustrates the importance of standing out as a brand - not just through the products, but also through the experience what you offer to customers.
Tomorrow's retail will be interactive, digital and customer-centric. Let's take advantage of the opportunities that exist today to shape the future.
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