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The Rise of Interactive Retailing | Digital Content for Retail | H Squared

digital content for retail

Less than a decade ago, digital content for retail was a rarity. Touch screen was a new concept reserved only for state of the art technology and online shopping terrified the masses. Today, it’s difficult to find a chain store on the high street that does not engage with digital content for retail. From digital posters to touch screen catalogues, retail stores are connecting their customers to the digital world to create an interactive, personalised experience that keeps them coming back for more. The only problem is once a certain technology becomes popular, it loses its edge. For this reason, it is important that retailers stay ahead of the game by cashing in on new technology before their competitors.

H Squared is an award winning retail design agency with a passion for interactive retail and digital content for retail. Over the years we have worked with a range of businesses including Phones 4 U and Asda; helping them stay ahead of the interactive game. Read on to find out more about interactive retailing and what the future holds for the high street.

Digital Signage in Retail Design

Some of the most common digital content for retail tools are digital posters and signs; there are a number of benefits to using them in place of print signage. They are versatile and flexible, meaning the display can be changed when necessary whether this is once a month or ten times a day. They have the potential to hold more dynamic content than a traditional poster making them more engaging and eye-catching to the customer, thus increasing their overall effectiveness.

There are a number of important things to take into consideration when installing digital signage into a retail store. The location of the digital poster is important, as not only does it need to look appealing, but also needs to be placed in an area where it would attract the most attention from the customers. Also, the size and quality of the screen is just as important as the poster itself. Signage is not going to pack a punch if the screen it is displayed on doesn’t do it any justice! For some displays, a series of screens used to create a mosaic effect is more effective than one single screen. Finally, taking design into consideration is essential. It goes without saying that digital content for retail should reflect the brand, and this often means finding the right artist who understands the feel of the brand that the retailer is trying to get across their customers.

Interactive Touch Screen Displays

Including touch screen displays in a retail store can have a big impact on the customer’s overall experience as it provides a way of connecting with the customer whilst encouraging them to engage in return. Touch screen displays allow retailers to share a large amount of information with customers in a small space meaning they are likely to find something of interest to them. If a customer invests an interest in the store or a particular product then they are more likely to make a purchase. Digital content for retail is all about holding the customer’s attention for a little bit longer than traditional displays.

These displays also have to power to keep customers well-informed. They have the potential to not only hold written content, but photos and videos too. This means customers are able to find out more about a product before they invest in it and the retailer has another opportunity to convince the customer to buy something. Finally, as this type of display has the ability to teach customers about the products in ways static posters cannot, they are more likely to feel the store has provided them with a service and may hold a loyalty with it, meaning they will shop their in future.

‘Omni-Channel Retailing – The Store of the Future’

Now that stores are more connected than ever, the question of ‘what next?’ is beginning to arise. Retailers understand the importance of staying on top of new technology and those who want to stand out among the rest are now considering how to make their interactive retailing more fluid. The answer is the omni-channel retailing. This is the idea of making the many channels of a business uses seamlessly interlink with one another. This means that rather than adding multiple pieces of technology to an environment, they are part of the environment, meaning the shopper is completely immersed in the brand.

Perhaps one of the best current examples of brands implementing the idea of omni-channel retailing is the New York Giants and New York Jets who share a store at Meadowlands stadium. In less than 3 hours, the entire store can be changed from the blue branding of the Giants to the Jets green, including everything from the lighting to the backdrop and all the merchandise. In the future we hope to see more brands taking advantage of the versatility that interactive retailing can provide!

digital content for retail

 

 

 

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