Does Technology hold the key to the retail experience?

Technology available to retailers has never been so sophisticated. Ahead of the largest gathering of AV and systems integration technology in the world – ISE 2019 – Florian Rotberg, Chairman of the Digital Signage Summit, examines the Retail market for experiential opportunities.

The retail industry is currently experiencing the Christmas rush that many hope will end the calendar year positively, despite the well-documented issues for a host of high-street retailers in 2018.

The industry is somewhat in a state of flux. Some of the UK’s most established retailers have confirmed store closures: Marks & Spencer, New Look, Debenhams and House of Fraser.  Alongside this, online retailers continue to perform well as consumer confidence and demand grows for internet-enabled purchases.

Despite the high-street struggles, retailers with physical stores are looking at ways to bridge the online and offline worlds by encouraging customers into a real-world shop.

Smart retailers are increasingly leveraging innovative technology to promote a personable and exciting experience within a physical, bricks and mortar store. And with a plethora of intuitive, engaging and connected technology available, it’s easy to see why.

Consumer expectation

Customers expect a seamless journey within a retail environment and this extends to the digital components. Retailers are challenged to create instore experiences that can scale beyond flagship installations and maintain consistency. Technology, and the clever deployment of it, can be the difference between that seamless customer journey and a retail nightmare.

By solely aiming for flagship wow factor – a one-off instore installation for example – retailers run the risk of becoming quickly forgotten. Instead, factoring digital into business models and merging this with store design, they can provide varied benefits to their customers, increasing engagement, dwell-time and sales.

Technology in a retail environment encompasses so much more than large digital screens; content must be interactive, current and relevant. For example, digital touch points are now common place in retail, LED provides great flexibility beyond the traditional 16:9 aspect ratio, and interest in projection is increasing again with the emergence of new techniques.

Sensors provide a fantastic opportunity for retailers to collect the right kind of data for the business, which can then provide actionable insights to attract new customers and better serve existing ones.

Digital signage and CMS have previously worked in silos. Retailers should now be looking towards integrated solutions that feature analytics, data management and digital components to promote a cross-platform communication strategy.

And, as artificial intelligence becomes ubiquitous within digital technologies, the market readies itself for a move towards voice-controlled wayfinding and personalised digital shopping assistance. The only barrier that technologies should address is cultural acceptance from UK consumers.

The digital world is moving quickly, and to ensure you stay ahead of the latest technologies available, a visit to Integrated Systems Europe (ISE) – the world’s largest audiovisual technology, products and solutions trade show – is a must. Taking place at the RAI exhibition centre Amsterdam 5 – 8 February 2019, the show features a dedicated Digital Signage and DooH hall amongst 14 other exciting halls of the latest solutions from across the integrated systems industry.

ISE 2018 saw no fewer than 80,000 visitors descend on Amsterdam. Of the 1,300 exhibitors, almost 400 – more than many dedicated digital signage shows – have dedicated offerings for retailers.

ISE 2019 will once again welcome a half-day Digital Signage Summit focusing on exploring smart retail environments. Taking place on 6 February at the Hotel Okura, the 2019 Digital Signage Summit Europe will explore how digital signage and retail technologies can enable retailers, brands and corporate customers to offer engaging digital experiences. The summit will also provide insights into sensor technologies, IoT and digital storytelling highlighting through analysis, strategies and best practice. Florian Rotberg, Managing Director, invidis consulting, will chair the conference.