Audio visual and sensory technology trends for retail brands in 2023
During 2022 the VAST team installed digital technology at almost every prominent retail venue in the UK. Whether at The Trafford Centre, St James Quarter, London’s Westfield or Harrods, there was a definite feel in the air that the retail sector was back beyond just resilience, and was once again thriving with creativity.
We have retail brands and their creative partners to thank for the resurgence.
Despite the testing conditions of the past few years, retailers have kept innovating the shopping experience. Investing in new technology and planning campaigns designed to draw people in, and give them something to talk about once they leave. Equally, shoppers were up to the challenge showing that the high street and retail parks are a shopping experience still desired and enjoyed by many.
In 2023 we expect to see this trend continue with the below technologies at the forefront.
1. Standout exterior window displays
Despite shoppers still engaging with shopping hubs, spending has and continues to be affected by a looming recession. With disposable income being spent more frugally, retail stores will be competing more than ever to draw shoppers.
This means that window displays now serve two purposes. To catch attention but also to represent something about the brand, its values, and why it deserves a consumer’s hard-earned cash.
The recent Harrods Fashion Windows campaign, where we supplied LED, was a great example of this purpose understood. Across nine windows on Brompton Road each was fitted with a high-resolution LED wall and elevator motif, creating an experience that spanned the length of the street.
We predict that high-resolution LED (2mm as an example) will be the leading choice for retail brands this year who are looking to create striking exterior windows that can’t be missed.
2. Multi-interactive experiences
Interactive technology for retail isn’t going anywhere in 2023 but we predict that there will be more choice this year, as retailers move on from the “touchless” interactivity required by the pandemic.
Industry data supports this with a study by shopping centre group Unibail-Rodamco-Westfield finding that 59% of consumers expect retailers to dedicate more space to experiences.
As well as meeting expectations, investing in interactive technology brings more experience to the shop floor.
Whether it’s iPad Pros loaded with branded content, windows which can be delved into at the scan of a QR code, or huge screen games that can be accessed via an iPhone, all equal meaningful time spent with brand.
At VAST we are always developing new and meaningful ways of creating interactive content. One of which, is the ability to program different lighting states throughout your display which is triggered either by the shopper, or at a pre-defined point. On a recent project working with Puig for Paco Rabanne’s Christmas display, the star shown in the image below changed intensity and brightness at key points of the content, adding another level of interactivity for the viewer.
3. Interaction analytics
With a higher investment in interactive and exterior window technology comes the need to be able to prove, or at least measure, the return on investment.
This is where we see a bigger emphasis on interaction analytics in 2023. The specialist event we worked on for Meta last year was a great example of this. In busy high street locations each interaction was tracked, with visitors invited to scan a QR code in order to access and change screen and lighting states.
This allowed Meta’s team to collect interaction analytics from the installation using a custom-built platform. Analytics which could then be downloaded and analysed, to prove not only ROI but also insight about shopper behaviour (for example most popular time of day), which could go on to inform future campaigns.
We expect to see more retail brands looking for this detailed insight from interactive store experiences in 2023.
4. Versatile LED screens
As mentioned above, high-resolution LED is still the number one choice for most retail brands looking to make an impact with digital content. However, how that LED is designed will become more versatile in 2023.
Retail brands and designers are beginning to use LED in more creative formations. From thin columns that run the entire length of a store window, to curved walls creating the front of an in-store concession, LED is now a flexible option that can be adapted to fit even the most creative of designs.
5. Unique in store opportunities
As more retail brands begin to experiment with digital technology and interactive experiences, many will feel the pressure to create something unique.
This is even more important to luxury retail brands who pride themselves on exclusivity and owning products that simply can’t be replicated elsewhere. What does this mean for the technology used? It means that partners like ourselves will need to be able to offer a complete technical solution that meets even the most creative and complex idea. Something we at VAST are ready and excited for!
If you’re a retail brand, or an agency that works with brands in the retail space, we are a technology partner that is willing to go above and beyond to help support your ideas and objectives. Get in touch with the VAST team to find out more.