With the increasing importance of technology in our daily lives, the future of the high street is set to change in order for it to stay relevant. With online stores proving to be tough competition for the high street, stores need to make sure that they are ahead of the game with the latest interactive touch screen displays.
The recently new Nike Running Store in Exeter is a great example of how interactive displays can revolutionise the way a brand connects with the customers. The Creative digital production company Superhero Cheesecake teamed up with video producers Lux Monkey to create the Nike+ Interactive retail experience. This offers an exclusive opportunity for visitors of the store to explore Nike+ using gesture control technology. The customer simply stands on footprints on the floor in front of the screen; motioning with their hands and arms to control the display. This type of interactive display fits in well with the overall aesthetic of the shop. It is important to make sure any technology used blends in seamlessly with the overall feel of the store, and since Nike is an athletic brand, technology that requires the user to be active is the perfect solution.
Supermarkets perhaps have the most at stake to the threat of online shopping. Although many customers still prefer to hand select their own groceries, it is undeniably easier to click a few buttons on a laptop without moving from the comfort of your sofa, rather than battling with shopping trolleys, buggies and the dreaded rush hour traffic. With the increased use of Smartphone and tablet apps, it makes it even easier to have your shopping delivered at a time that suits you. However for those who do still shop in store, Asda have raised their game by installing interactive touch screen displays around the store, including a product catalogue and click and collect point, which can also be used to access orders made online at home.
Asda are not the only supermarket enhancing interactive touch screen displays within customer’s in-store experiences. In 2011, Tesco acquired an 80% stake in the on-demand video service, Blinkbox. Keen to promote the service in store, the supermarket giant installed interactive touch screen displays alongside snacks such as popcorn and crisps. Customers are then able to rent a film to watch at home whilst eating their snacks – perhaps this is just the start of interactive grocery shopping. With the seemingly endless opportunity for big brands to use technology in their stores, it might not be long before we are engaging with interactive displays on every aisle of the supermarket.
It’s not just the high street stores connecting with the public through interactive technology. This year’s London Fashion Week saw a rise in the use of interactive displays throughout the shows; used to engage and entertain guests. However, it seems that technology in fashion goes far beyond the fixtures and fittings of the catwalk, as the creative team at Burberry found ways of incorporating technology within the fabrics of their collections. With this in mind, it seems that the future of the high street, as well as fashion and other creative industries is set to be a lot more hi-tech than ever before.
Is your retail store stuck in the past? H Squared are experts in creating interactive touch screen displays for retail. Take a look at our extensive portfolio and get in touch today to see how we can help you stay connected to the future of retail.
