retail kiosks & digital signage
Digital displays
in retail
Clear and relevant messages are one way for retailers to reach
out to customers and smooth the path to purchase
Paul Lomas, Business Unit Director– Digital Solutions, CJ Retail Solutions – www.cjretailsolutions.co.uk
The past decade has seen the once
linear customer journey splinter in a
way that few people could ever have
imagined. Previously straightforward
transactions where a customer walks
into a shop to buy what they need
are increasingly being replaced with
highly complex ones – involving
fierce price comparisons between
retailers. Although this can happen
exclusively online, shoppers can also
compare products while in-store in a
practice known as showrooming.
For some brands, the
omnichannel retail landscape is
48 KIOSK solutions
difficult to navigate, particularly if
they've historically only operated
bricks and mortar stores. With
overheads including rent and
staffing, competing with online
retailers is an endless struggle and
one that may require a complete
overhaul of the in-store environment
to draw customers in.
Creating a link
Kiosks have been bridging the gap
between the real and virtual worlds
for many years, adding an interactive
dimension to in-store shopping.
Starting life as simple information
points, they've evolved into
important sales and marketing tools
providing a convenient and more
personal way of shopping. Through
these terminals, customers can find
special offers, check stock availability
and pay for goods.
As the technology and
application of kiosks becomes more
sophisticated, there's almost no limit
to the way they can be deployed.
We might see a DIY retailer offering
project tips or a sports shop guiding
a customer on which trainers to buy.