5 Future Retail Displays
Amy | On 18, Nov 2015
Reading time: 3 minutes
Today we are sharing with you 5 digital displays that merge online and offline shopping experiences.
The death of the physical store has been greatly exaggerated. As a matter of fact, despite the increase of online giants, retailers with a brick-and-mortar presence still control between 94% and 97% of the market, according to Harvard Business Review. Nowadays many are coming up with innovative ideas to blend on and offline shopping, utilizing technologies that mix and match the experiences from both worlds.
Here is what they came up with until now.
The Clothing To-Go Window
The Bloomingdale’s Manhattan store wanted to convert onlookers into paying customers this Father’s Day with six interactive window displays of Ralph Lauren clothing. Shoppers’ on-the-go could tap color strips on a touchscreen facing the sidewalk. That same colored shirt, tie or pants would materialize behind the window. When they like what they see, they then text “POLO” for a link to a checkout page.
David Lauren, Ralph Lauren’s Executive Vice President of global advertising, marketing and corporate communications mentions; “We wanted to create an interactive experience that would literally make you stop in your tracks with something theatrical and mesmerizing,”
Interactive Dressing Room
Rebecca Minkoff’s SoHo store has a mirror in the fitting room. Their staff invite shoppers to reflect on which designer handbag suits their taste. There is a touchscreen that displays alternative suggestions of designs and colours. Shoppers are in for a great treat, as they can flip through their options, they can even make a purchase and adjust the mood lighting.
Their mirrors are one of a kind. They are actually powered by an inventory management software from eBay. Users can get precise information of what the store has in stock, instead of asking an assistant.
Minkoff shared with TIME some insights on the future of touchscreens. “You can come in here and be completely anonymous, or you can get VIP treatment,” Minkoff told TIME.
The Samasung Virtual Fitting Room
The electronic giant Samsung exposed a 55-inch LED display earlier in July this year. It can drape a virtual necklace over the user’s reflection, among other interactive tricks.
This “virtual fitting room” allows customer to “try on” jewelry and cloths without lifting a single finger – well maybe one finger. Three dimensional cameras do the rest, they map a floating image to the contours of shopper’s bodies. Samsung predicts its smart mirror as a potential replacement to the typical silvered glass mirror you have at your home, which got its last technological overhaul circa 1835.
EBay’s Strange Personal Assistants
EBay have created an app called the Retail Associate Platform. It tracks a customer’s online shopping habits and arms retailers with a collection of personal information as soon as the customer walks through the door.
Sales assistants can have a bizarre personal conversation with customers, for instance, assistants know that the customer might be interested in a red satchel that would perfectly match those new red suede shoes.
David Geisinger said “If a customer walks in and doesn’t buy, the retailer has no idea they even exist,” He continues “With this new technology, retailers will be able to gather more detail that can help them understand the customer and compete in a crowded commerce landscape.”
Microsoft’s Immersive Screens
Microsoft’s high bar with a strip of wall-mounted LCD displays that wrap around the space, end-to-end, and can also display a runner zipping from screen to screen in a continuous loop around the store.
This particular display needs a specialized server, which synchronizes the images as they play across the screens so the handoff appears all-in-one. This results in an eye-catching flow of information that’s as unmissable as a news ticker in Times Square.
Florin Gale, creative director of Microsoft stores, told TIME:
“Not only does the digital wall display beautiful images and provide an inviting and immersive experience, it is used to communicate ideas about how technology can be used to accomplish tasks, announce new trainings and entertain customers and includes localized information such as weather and events”.
He finishes, “We even invite customers to play Xbox One on video walls in store, which are surrounded in directional sound that immerses the players in the gaming experience.”