Retailers can engage more customers by improving the shopping experience during the most critical purchase-decision-making. Consumers are expecting more and more from retailers. Especially in terms of the in-store shopping experience. Today, shoppers, especially the younger generations, are choosing online shopping over in-store retailing.
However, there is still a sizable number of consumers who prefer personal interaction. And as such, brick-and-mortar retail stores are the go-to option for them. That being said, even these consumers are expecting an elevated shopping experience. Thankfully, digital transformation is reaching physical retail stores too.
So, what are these digital technologies?
Electronic Shelf Labels (ESL)
Although the technology is not new, it has recently been gaining a lot of traction. Especially since last year, as the pandemic has forced businesses to opt for contactless interactions. Loaded features like NFC and RFID, ESLs are enhancing consumer interactions.
Digital price tags, or ESLs, use electronic displays to share information. As per the experts at SES-imagotag.com, ESLs are widely popular with grocers and electronic retailers. Since these are amongst the bare necessities in the contemporary world, consumers can’t afford not to visit a storefront.
Besides, the technology is also helping retailers in several ways. For example, real-time inventory management has never been easier before. Also, retailers can use these electronic displays for running ads and in-store promotions.
Augmented Reality (AR)
Nowadays, a brand’s marketing strategy is significantly influenced by innovation trends. And, augmented reality has emerged as one such innovation tool.
The last decade has been breaking ground for several innovations, and there’s no doubt in it. Perhaps, AR, which has been gaining traction over the last 5-7 years, has now reached the retail door fronts.
AR allows brands to interact with their consumers without actually having to reach out to them personally. In other words, mobile devices have enabled seamless execution of in and out-of-store experiences for consumers.
When it comes to apparel retailing, getting a customer to try the outfits is crucial for the sales process. And technology is helping here as well.
Smart mirrors offer a superior interaction that even e-commerce giants can’t replace. With the help of big data and ML, retailers are personalizing trial experiences for buyers.
Consumers can record their video or click a photo and virtually compare their outfits. Notably, this isn’t the limit. Technology is also making strides in the fashion and accessories market.
Last but not least is the use of digital signboards in retail stores. Reports suggest digital content is more engaging as compared to printed or any other form.
Perhaps, retail stores can advertise in-store offers and discounts. Or they can also promote a local brand that they’re partnering with.
To make it more attractive and appealing, retailers can choose between different display types -from LCD or LED screens to projectors integrating AR technology.
With the changing consumer dynamics, retailers also need to change their marketing strategies. Be it including smart devices like ESLs or AR or taking up the online route, the ultimate objective is to achieve more engagement. And staying up-to-date with the latest technologies is the only way to achieve it in this digital era.