Now, dynamic messaging on the wall

It’s all about the last mile. Customers are turning into buyers on the shopping floor. Wall technology promises to make the customer’s shopping experience more interactive and convenient. The wall display is an interactive life-sized display which brings online capabilities into the store and into products. Customers can place physical products against The Wall display and can interact with related content aggregated from multiple online sources such as product information, related information, opinions, analytics, demonstrations and media. It’s a type of digital signage in a retail store where the customers can interact with the help of the video player and LCD screens which are played by the retailer, when the customer wants to know some facts about the product. A retailer can show the products which they have in the store so that the customer can make purchase decision faster by seeing those displays on the wall.

The way it works

A wall display, adds a degree of dynamism to the messaging from the store front. Hypothetically, a retailer can change videos playing on the video wall, based on the time of the day or the type of traffic. For example, at lunch time, a restaurant can have a lunch special messaging to get consumers in. All this will lead to immediacy in results of marketing spends. New video wall technologies, installed near the shelves, allow real time tracking of messages to customer off-takes. New video wall technologies also have tracking methods to track consumer movements.

As Mr. Bikas Kumar, Director, Integrated Retail (a retail technology solution provider) informs, “At store front, especially in a high traffic location, this wall display acts as a great communication medium. It is also researched and found that a lot of consumer decisions get taken at the retail store. Given this, a compelling display at the store delivers huge value to the retailer”.

Benefits for retailer

Wall technology is effective upon the customer’s entrance into a retail environment. Its different levels allow for more products to be viewed in one glance rather than easing customers to actively dig through the store’s inventory. Obviously, every retailer needs to make the shopping experience as simple and closer as possible for today’s customer who has myriad of options. Through this wall display system, the retailer would be able to give a unique experience to a customer. The display can leverage the inevitable benefits of online media in shopping. The display can give ample chances of cross sell and up sell of products to the retailer. Also, the retailer can expect customer loyalty by giving them smarter shopping experience. The display is also a mean for enhancing physical inventory in the store.      

Unique experience for shoppers

This unique, retail-in-store display allows a customer to interact with the products. It helps them to find out the unique features of products including, price, benefits, results of usage etc in a very simple and quick way. Shoppers can find products available in-store and online, match them with other products, bring in opinions of friends, community and experts to bear on their decision. They can find collections of products to match a price range, interact with the display with their mobile phone, and engage in the sport and culture – in the store. As shared by Mr. Ramesh Kaushik, VP-Marketing, Planet Sports, “Wall display helps a customer to know about the benefits of products, price range at a glance; it’s a moving communication medium for retailer to convey the product features on wall. Definitely it helps a retailer to increase his sales conversion, as when a customer is informed about the products, he will make purchase decision faster”. 

If 75 per cent of customers make their purchase decision in a store, a retailer should always look forward for such innovative ways to bring more footfalls in his store, in that way the features of video wall display in a retail store can work wonders.