retail touchscreens
"We expect stores of the future to
have all of their in-store screens
‘touch’ enabled"
ill equipped to answer questions or offer
input on these offerings. While some
retailers have handed out tablets to sales
assistants, it’s often socially awkward
to huddle around an iPad or worse,
the customer’s own phone. With large-
format digital signage touchscreens,
sales assistants and customers solve
shopping problems together in a less
transactional, more personalised way
without being too close for comfort.
The great divide of online and in-store
shopping is instantly closed.
With further adoption of in-store
technology, retailers can make use
of self-service digital signage kiosks,
smaller sized interactive screens for
more sensitive transactions and cashless
payment systems, moving the point of
sale out from behind the counter to
merge with digital signage information
points. It will be easier for sales assistants
to engage and conduct transactions
with customers throughout the store,
providing a more personalised service
without the limitations of a counter.
42 KIOSK solutions
Virtual growth
Eton Shirts wanted to enhance how it
provides garments to consumers across
multiple stores, and with collections in its
stores across Europe and North America,
within a space of about 90 square
metres the brand soon faced a problem.
It didn’t have enough space to house
all of its items including those on sale,
meaning only 15% of the shirts could be
exposed to customers.
By deciding to deliver an
omnichannel approach in its stores
through the use of digital touchscreens,
the shirt manufacturer has been able
to increase the number of ranges it can
house in its flagship store in Stockholm
by six times the original amount it could
before it utilised the touchscreen signage
technology. This in turn has enhanced
the customer shopping and purchasing
experience Eton Shirts now has the
ability to showcase a range 68 times
larger than previously via the screens by
displaying various products and styles so
the customer can make a choice in-store.
Touchscreens are no longer
luxuries that only big box retailers can
afford, and the potential to create a
more engaging shopper experience
extends the value of the technology far
beyond the initial price tag. Retailers
can investment in digital signage
technologies to help them blend the
online and in-store shopping experience
in a modern and seamless way to
increase sales.
Many stores have some form of
digital screens, but we expect stores
of the future to have all of their in-
store screens ‘touch’ enabled, with
the ability to be completely interactive
so customers can use them to log
in, browse and order products for
example, or check if items of clothing
are available in their size. Interactivity
also brings the additional advantage
of providing real-time metrics giving
marketeers the possibility to adopt
messaging, customise and in turn
increase ROI on their interactive
merchandising solutions. n