How digital technology improves ROI for retail brands in-store

This year, more than ever, we’re seeing retail brands create customer experiences and product launches using new technologies. While tech such as LED screens and interactive AV always mean an impressive visual display, we’ve also seen firsthand how using technology actually increases return on investment for brands in retail. 

Here are some of the benefits we’re seeing for our clients who are embracing digital technology in-store:

1. Increased consumer confidence and in-store footfall 

Due to rising inflation it’s no surprise that consumers have started to pull back on spending, despite wages rising and the job market remaining strong. This is always a concern for the retail sector, given that it relies heavily on people feeling confident to spend. Here’s where an investment in new technology is the right call to make for retail brands who want to increase confidence in the high street. 

Retail technology is designed to be eye-catching - more so than static displays alone. Take a vibrant, high-resolution LED screen. Not only does this provide video content, proven to catch more attention than static content alone, but it’s also visible from a greater distance. Showing that the store and brand is very much “up and running” and inviting visitors inside to see more, with the promise of something new to explore. 

When brands show confidence and invest in their own activations and campaigns, store visitors follow this lead. This increases consumer confidence and reassures markets that there is still room to innovate and invest in the latest products and ideas. 

2. Expanded customer journeys through data capture

We’re seeing a rise in adoption of smart tech from retail brands in order to capture data in-store. For a recent Dior project we created a custom iPad app that allowed visitors to browse a far wider range of products than they might have access to in store. Providing an omnichannel experience that consumers now expect, thanks to the rise of online browsing habits. Rather than someone entering the store, looking at a handful of products and leaving, the brand is also able to capture the email address of that potential buyer and can continue the journey long after they leave the store. 

3. Wider social media digital footprint

The value of experience has never been higher after two years spent at home, with little chance to engage with anything new or exciting. Retail brands are challenging this, using in-store presence, window displays and product launches to create something exciting for the store visitor.

Store visitors, in turn, are quick to share such moments online, using social media channels to show exactly where they are and what they’re doing. This leads to higher footfall, as audiences quickly want to have the same experience they’re seeing on Instagram or TikTok.

Retail brands can embrace this idea of expanding brand sentiment and engagement by using interactive touchscreens, RFID tags added to products which launch a series of exclusive content, or the ability for the shopper to engage with a custom app, to extend engagement and create shareable moments. 

4. Better insights and audience understanding 

Retail brands are also able to make use of QR codes which have a dual purpose in the customer journey. In this recent project we worked on for Meta, QR codes were used in-window that, when scanned, triggered a content change on screen.

Not only did this engage the visitor for longer, but it also allowed Meta to collect analytics from the installation, including number of scans per day, by hour. This provides intel on what times of day the storefront is busiest, when visitors are most likely to engage, and how long they spent with the experience. This type of reporting helps brands to see the return on investment, and better plan for future campaigns. 

5. Longer dwell time, thanks to retailainment

Dwell time is an important metric in seeing how successful your retail display is and brands are increasingly looking to bring ‘retailtainment’ to displays to help.

Retailtainment mixes the retail experience with entertainment, using different activities, points of interaction or even something such as a dynamic video display, to engage the visitor. Of course, the right technology is so important in bringing these concepts to life and creating something unique. Whether it’s an iPad retail browsing experience, a large-format screen for gaming or even just a soundscape built within a display, finding the “how” is what matters when it comes to keeping store visitors engaged.

If you’re a retail brand, or an agency that works with brands in the retail space, we always have new ideas of how to support you in meeting your objectives. Get in touch with the VAST team to find out more.