What Are Interactive Retail Displays?
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The National Retail Federation (NRF) reports that 80% of all shopping still happens in physical stores. While that’s a good sign for retailers with physical locations and brick-and-mortar stores, it’s no reason to stay stagnant. Retailers should know how to capture the attention of shoppers in-store, keep them engaged, and encourage them to shop beyond the traditional retail displays. It’s time to make them interactive.

What is the purpose of retail displays?
A retail display can serve multiple purposes, all aimed at enhancing the shopping experience and driving sales in any retail business. It’s undoubtedly an important marketing tool for retailers. This is why retail displays will most likely be placed strategically in significant locations in a retail environment. This includes the store entrance, cashiers and waiting lines, product aisles and product displays, and more.


Here are some of its key functions:


Attracting Attention: Well-designed displays capture the attention of shoppers, drawing them towards particular products or areas within the store.
Highlighting Promotions and New Products: Displays often feature promotional items, new arrivals, or seasonal merchandise. This makes it easier for customers to find these items.
Encouraging Impulse Purchases: Strategic placement of displays, particularly near checkouts or along high-traffic areas, can prompt customers to make unplanned purchases.
Enhancing Brand Visibility: Retail displays often emphasize the brand messaging of a retailer. This reinforces brand identity and loyalty among consumers.
Providing Information: Displays can educate customers about the features, benefits, and uses of products. This helps them make informed purchasing decisions when they shop at a store.
Organizing Products: Effective displays help organize products in a way that makes shopping easier and more efficient. In a way, they help guide customers through the store as well.
Creating an Ambiance: Retail displays contribute to the overall aesthetic and ambiance of the retail store. Whether it be cozy, modern, or colorful, they help influence the mood and perception of the shopping environment.
Demonstrating Products: Some displays allow customers to interact with or see demonstrations of products, particularly electronics, cosmetics, and other items where hands-on experience can drive sales.
What is an interactive retail display?
An interactive retail display is a dynamic and engaging setup in a retail environment that allows customers to interact with digital content or multimedia content. This provides a more immersive and personalized shopping experience compared to the traditional or static retail displays that everyone knows about. These interactive retail displays leverage technology and design to create an engaging, often hands-on experience for shoppers.


Here are some characteristics of interactive retail displays:


Touchscreens and Tablets: These displays allow customers to browse products, access detailed information, look at the navigation, watch videos, or even place orders directly from the screen.
Augmented Reality (AR) and Virtual Reality (VR): AR and VR are some of the most popular retail trends right now. AR displays can overlay digital information on the physical product, while VR setups can offer immersive experiences, such as virtual try-ons or tours.
Interactive Kiosks: Kiosks equipped with digital interfaces enable customers to search for product information, check inventory, or explore complementary items.
Smart Mirrors: Often found in clothing stores or department stores, smart mirrors can show different outfit options, suggest accessories, or even let customers see how they look in different colors and styles without changing clothes.
Sensors and Motion Detection: Some displays react to the presence or movement of customers. This triggers animations, lighting, or other interactive elements.
Benefits of Interactive Retail Displays
Interactive retail displays can level up the common traditional displays known in retail settings. They are visually appealing, engaging, and much more immersive displays that will not only catch the eye of shoppers but also encourage them to take some sort of action.


Here are some of the key benefits of interactive retail displays:

Enhanced Customer Engagement
With interactive retail displays, customers are no longer passive viewers but active participants, which makes the shopping experience more memorable. According to SuperOffice, 86% of buyers are willing to pay more for a great customer experience in businesses. Technologies like VR and AR can create immersive experiences that captivate customers and encourage them to spend more time in the store. Of course, these displays can educate customers on product features and benefits through interactive tutorials and demos.

Personalized Experience for Shoppers
Interactive displays can use customer data to suggest products that fit individual preferences and needs. Customers can also see how different options (e.g., colors, sizes, configurations) will look with interactive technologies such as AR, VR, or smart mirrors. This allows for a more customized shopping experience.

Increased Sales
By providing detailed product information, reviews, and comparisons, interactive retail displays help customers make well-informed purchasing decisions. These displays also contribute to upselling and cross-selling opportunities for retailers. According to World Metrics, 68% of customers reported that digital signage would make them more likely to buy advertised products. Retailers can use these interactive displays to suggest complementary products, increasing the likelihood of additional purchases. 

Data Collection
Interactive displays can track customer interactions, which provide data on popular products, frequently asked questions, and user behavior patterns. Retailers can also gather immediate feedback on products and services from customers and audiences. This can help retailers improve their offerings and customer satisfaction.

Brand Differentiation
Using the latest technology in displays positions the brand as innovative and forward-thinking. This can especially attract tech-savvy customers to the retail store. In fact, according to a study, digital signage captures 400% more views than static displays. This is something that retailers can take advantage of to stand out in a competitive market.


Of course, a unique, engaging shopping experience can differentiate a brand from competitors, which makes it a preferred choice for customers.

Efficient Use of Space
Interactive retail displays can also showcase a wide range of products and information without taking up much physical space. This makes them ideal for stores with limited floor area. And since interactive retail displays show digital content, they can be updated to show different products or promotions at different times, which maximizes the use of available space in the retail setting.

Real-time Retail Updates
Dynamic promotions are also one of the impacts of interactive retail displays. Retailers can quickly update displays to reflect new promotions, seasonal products, or special events. Because of this, staff can also focus on more complex customer needs and tasks. As for the customers, they have access to the most current product information, pricing, and availability, enhancing their shopping experience.


Overall, interactive retail displays leverage technology to transform the traditional shopping experience. It can enliven the place and take it to another level for both the retail business and their customers.

Different types of interactive retail displays
Interactive retail displays come in various forms, each designed to engage customers and enhance their shopping experience. Take a look at some of the different types of interactive retail displays for various retail settings:

Touchscreen Displays
These are standalone units that customers can use to search for products, check prices, and access detailed information. There are also smaller screens embedded within shelving units that provide product information and recommendations.

Augmented Reality (AR) Displays
AR displays or mirrors allow customers to see how clothes, makeup, or accessories will look on them without trying them on physically. Customers can also use their smartphones to see AR content by scanning QR codes or product labels, or using mobile AR apps.

Interactive Digital Signage
These are large screens that respond to touch or gestures, providing an engaging way to display product information, advertisements, or brand stories. Some smart screens can display dynamic content based on customer interaction or motion detection.


One good example of interactive digital signage is the SOLUM Bar Display. SOLUM Group has created an interactive retail display solution for retail success. It’s equipped with Intelligent Shelf Integration, Enhanced Product Interaction, and Content Scheduling and Management. It also offers a wide array of sizes to ensure that retail businesses can maximize the potential of interactive signage and transform the shopping experience.

Smart Mirrors
Smart mirrors in fitting rooms can display different clothing options, sizes, or colors, and suggest accessories. They can also be located in various sections of the store to provide interactive experiences related to specific products in every aisle.

Interactive Projectors
Projection mapping uses projectors to display interactive content on various surfaces, further creating an engaging environment. Projected displays on the floor can also respond to customer movements, often used for promotions or games with a store.

Motion and Gesture Controlled Displays
Gesture Recognition Displays are screens that respond to hand movements, allowing customers to navigate content without touching the display. There are also displays that use sensors to detect customer movements and trigger interactive content or animations.

Voice-Activated Displays
Some advanced or modern stores also have in-store display devices with voice assistants, in which customers can ask questions and receive information about products, services, or store navigation. There are also screens that customers can interact with using voice commands, which further enhances accessibility and convenience.


Remember that each type of interactive retail display offers unique ways to engage customers and provide a more enjoyable shopping experience. What retailers need is to determine which kinds of interactive retail displays are fit for the nature of their business and their customers.

SOLUM Marketing

Keywords

interactive retail displays, interactive retail display
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