The number 1 store design trend at the moment is technology. LED screens are being used on runways, tablets are used to help customers browse products and interactive window displays are engaging passers-by. However, 31% of organisations are confused about if instore technologies will be tools or distractions.
In recent years, technology has increased rapidly, including in retail businesses. Many retailers agree that stores can continue to be vital to shopping so long as the store experience has technology incorporated, but at the moment 92% of shops are struggling to integrate their stores with their other sales methods.
Visual merchandising principles
Digital visual merchandising is not completely different to traditional visual merchandising. Window displays still need to have a focal point, it just might happen to be an LED screen. The layout of the store is still key, but maybe now you can direct how people move through the store with the use of digital signage. Your products can still be given a proportion of the store’s space based on the expected proportion of sales, but perhaps now the leading section will have an interactive display. Technology doesn’t change everything, it can simply accentuate your existing merchandising and engage your customers further.
Similarly to display props, your instore technology should reflect the lifestyle of the target audience and support the products rather than distract for them. Your visual merchandising should always have a theme or story behind it and the technology needs to reflect this, as well as reflecting your organisation’s branding, as any other graphics and POS materials would. One of the key concerns in business at the moment is engagement. How do you get a customer to really interact and engage with your brand? Instore technology can be a great way to do this, with possibilities like social media integration, crowd gaming and interactive displays. This is a significant opportunity to channel your brand image in an innovative way.