Retailers really need to go the extra mile if they’re to avoid the recent fate of the likes of Maplin and Toys R Us and the current well documented struggles of
Mothercare, New Look and Carpetright. To draw customers back to bricks-and-mortar, they need to rethink how they use their physical space and store formats. The key is to
give customers something they can’t get online, whether that’s entertainment, information or service. In a market where customers crave a sensorial, physical or emotional interaction with the brands they buy and store they shop in, experience is everything.
So how do we create a meaningful interaction between the shopper and a product, brand or retailer?
By using technology in low-engagement categories, where everyday products and household essentials vie for attention from disengaged shoppers buying on autopilot, we have seen real value added for one of our clients.
We adopted Projection Mapping technology but refined it to work in store. It brought the fixture to life and concentrated attention on our product. But, more importantly, the animation gave us the freedom to tell a story, where traditional on-shelf formats, such as barkers and fins, would have restricted the amount of information a shopper could be expected to absorb.
In a different sector – consumer technology – providing customers with higher levels of information to enhance their shopping experience was also at the heart of the interactive fixture we’ve recently created for a client in Harrods. The bespoke display utilizes content, only previously available online, to provide shoppers with detailed product information at the point of their purchase decision. It guides them through what can be a complex category; bringing product benefits and functionality to life before their eyes.
Both campaigns showcased how an individual brand can add value and excitement to a retail environment and will hopefully help reassure retailers that disruption isn’t just for disruption’s sake but can enhance the shopping experience for customers.
Full article published in Retail Focus