Digital Displays: A Strong Trend In Apparel Retail
The need for an up-to-date store layout has led to an increase of the use of digital displays. This shift towards the use of digital displays is due to the fact that they’re capable to replace any static item, from backgrounds, images of products, brands and logos. The digital displays and touch-screen devices are not used for the sole purpose of captivating customers while in the store, but also for their potential to determine customers search for similar items.
The in-store experience has to integrate the features of the digitized era, allowing clients to use specific content in order to optimize the shopping experience in the well-known intention to counteract the emergence of online shopping.
Retailers’ issue now is to overcome this increase of technology that gathers almost every piece of information, human interaction and some activities on a single device. In order to grab their attention, the proliferation of e-commerce and omni-channel retailing might be seen as a way to adapt to the changing retail environment.
So, why use digital displays?
By using digital displays, along with props, signage or mannequins, with animated graphics that supplement the relative static overview of the (window) displays, the overall look is energized and diversified, rendering an up-to-date impression.
Digital displays are an effective sales tool, and are able to provide solutions that can add various levels of sophisticated technology to your retail space, captivating consumer’s interest. They represent a growing segment of the global economy, apparel stores proving open to implement advanced displays. It helps building a complex shopping experience by mixing technologies and strategies (classic and modern / advanced) and they can also help create the immersive environments that build a visible and appreciated brand that keeps customers coming back for more.
What are my options?
Digital displays can provide many functions and be used in retail business in diverse purposes, such as: in-store promotions and campaigns, motivational quotes or memes, video advertisements, alert systems or social media walls.
There are a few types of displays that keep being used (of course, with their constant process of upgrade): CRT (Cathode Ray Tubes), LCD (Liquid Crystal Display), Plasma, Projector, OLED (Organic Light Emitting Diodes). Digital displays can widely be used with multiple functions, as mentioned above, but also as digital signage solutions.
According to certain business needs, we may talk here about: indoor digital displays (provide the list of services and messages for customers), digital posters (maybe one of the most effective signage solutions, and also a cheap one; the only “inconvenient” is that the updates must be executed manually using a USB flash drive), outdoor dynamic digital signage solution (placed outside the store to ensure a first effective impact; it is a perfect way to promote your brand to customers that are not aware of your products / services and so on, especially when you’ve just start your business).
Digital products are designed for public venues and can effectively withstand the demands of store’s environment because the most important aspect that retailers are working on is providing the most interesting and captivating shopping experience. Digital displays or signage are designed to create unique backdrops or eye-catching focal points in retail design.
They provide an interactive experience for customers and staff as well, being used on the entire area of the store and also outdoor, for a better promotion. From small format displays for your staff to use for shopper check-out, to self-service kiosk displays, to larger-than-life multi-touch video walls, digital displays provide various solutions to create interactive experiences that will definitely boost sales and brand awareness.
How much hassle does it involve and is it worth it?
Generally, digital displays are created so as to ensure an easier placement, installation and a less expensive maintenance. But this is not the only advantage that they have. Using them, you stand out from other apparel stores because you invested in turning your retail location into a destination for consumers, a destination that makes use of elements to ease their needs, like providing information easily and letting them know the specific of your store and products or other useful things.
Also, with the help of smartphone programs and applications, you can bring your store even closer to your customers, helping them extend the process of shopping to a more relaxed and pleasant activity.
- George Blitzer