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Utilising digital technology effectively in retail

Whether online or within physical stores themselves, digital technology needs to provide content that is relevant and gripping for potential customers. Florian Rotberg, chairman for the Digital Signage Summit, outlines some key developments in the use of technology within retail.

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In-store digital opportunities

In addition to the likes of digital shelf labelling, shop signs and ordering points, it’s increasingly important for businesses to look at the forgotten spaces. For instance, store fitting rooms could be revolutionised with the use of RFID and adaptive light technology to adjust the light according to the outfit or customer preference. Technology could provide the customer with a 360-degree view as they model an item, along with an ability to order another size of a specific garment to the fitting room. There’s also the opportunity here to use a screen to upsell by recommending products the customer might like. Furthermore, technology could be used to superimpose outfits and accessories, with the desired outcome of boosting customer satisfaction and sales. The likes of John Lewis are currently looking at the importance of customer interaction and experience, putting the focus on digital displays and 3D furniture modelling capabilities in store.

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Analysing the consumer base

Technology allows for consumer information to be collected, collated and analysed, but there’s scope for a greater use of Artificial Intelligence in the process. Human and computer interaction could tell a company far more about their customers than demographic detail alone. Integrated Systems Europe exhibits some of the latest technologies where more can be learned about how technology can shape a consumer’s interaction with the retail environment.

Keeping current

Technology is constantly evolving and trends change fairly consistently. The average store is given a makeover every eight or so years, so it’s crucial to consider that in store media may need upgrading more often. Not only does the content need to be regularly reviewed to ensure relevancy, but the technology itself may need replacing or revamping, and in store media can be arranged through Mood media, as an example.

This is a task that requires communication between departments to ensure a match between budget, technology, visual aesthetics and marketing. There needs to be an understanding of what customers need, want and expect, and a creative thinker to design solutions and come up with new ideas that are on trend.

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