There’s lots of activity in the world of digital retail displays of late. A flurry of technological development is rewriting the in-store experience to a decidedly more bell-and-whistle-adorned scene.
Here’s a roundup of some of the cooler developments.
Gone are the days of static, ink-on-paper images of products, brands and logos. Now dynamic digital displays and touch-screen devices that invite shoppers to participate in the merchandising exercise are the techno-improved norm. The best not only catch consumers’ eye and draw them to a product with engaging content, but then offer them the opportunity to research these products on the spot. Such displays are efficient tools for merchandisers, too, for the ability they offer them to update promotional material with the press of a button.
The Sharp transparent display is a glass showcase with the ability to broadcast additional information about the product inside it. So while allowing shoppers a clear view of a featured piece of merchandise, these 22” and 46” transparent LCDs simultaneously display product information and play videos that demonstrate its value.
Digital pricing screens are the workhorse of this new digital retail trend. Rather than attract eyeballs with glitzy content, these practical tools broadcast sales promotions and price changes, and keep the retailer informed of inventory levels via a built-in shelf sensor. Panasonic’s Retail Powershelf, an electronic shelf label that connects directly to a retailer’s back-end system, is one example.
In some instances, digital retail displays are sensitive enough to the presence of shoppers that they can communicate with them on the spot. Take Brookstone’s latest gambit at a store in Nashua, NH. In partnership with Toshiba and digital signage developer Scala, this lifestyle product retailer has introduced interactive digital signage that senses when a customer approaches a product display, and responds with a loop video on an on-site screen that visually celebrates the highlighted product.