Retail clients can be notoriously conservative in how they approach new technology and what they’re willing to invest in. So if you have a vision in your mind’s eye of a retailer deploying an interactive display, you’re without a doubt going to be faced with a question: Will it boost sales?
The answer is that the potential is certainly there—if the right solution is used to meet the right need. Not all interactive retail displays are the same, and what they can bring to a given campaign or retailer differs from display to display. But there is absolutely the potential for a well-deployed, well-strategized interactive retail display to boost sales. So let’s take a look at how it can happen, and what the variables are on your end, the client end, and even the customer end that can lead to a sales spike.
It Depends on the Display (and How You Use It)
Interactive retail displays can vary in size, positioning, and functionality. Take, for example, a large interactive touchscreen display that takes up an entire wall or table within a store space. Such a deployment can facilitate multi-user brand interactions like performing an on-screen demo of a product that isn’t available in the store or getting a hands-on tutorial of how to use a piece of equipment that a customer can order. It can also run advertisements and offer upsells to blur the line between a functional in-store experience and traditional advertising. If a retailer is selling a product that’s difficult to understand, and the touch screen can offer some guidance, that can lead to a direct conversion right there in the store—even if the product has to be ordered.
Touchscreen kiosks, a quite different type of interactive display, can provide a different kind of direct sales lift. Looking at the introduction of touchscreen kiosks in fast-food restaurants, for instance, we see that this type of interactivity gives customers a broader array of choices with what they order and gives them an up-close view of what’s on offer rather than having to look at a stock photo positioned far above and behind a cashier. So with a touchscreen kiosk in place, consumers have a more exciting view of the product, which can make them more likely to purchase—and return to the store.
But it’s not just that there is more than one kind of interactive digital display—it’s that there’s more than one way for them to boost sales.
Direct Boosts…and Indirect Ones
A touchscreen display that doubles as the point of purchase is the most obvious place where an interactive display can directly boost sales. But the indirect ways are just as important. Different kinds of touch screens can make for different types of sales increases.
The power of smart shelves: Using an interactive display such as a “smart shelf” can enable things such as dynamic pricing, to draw in customers and make them more aware of the deals they’re getting. This can create more loyal customers, which means more sales.
Brand storytelling and the “wow” factor: A big interactive display that brings customers into a store just to experience it can increase sales of both the product being advertised and products adjacent in the retail location. For instance, if a store rolls out a display with an educational/entertainment purpose aimed at children, it can give sales a boost by bringing in parents who will make impulse purchases on their way to and from the display.
But perhaps one of the most important ways an interactive display can increase sales is by making a store a better place to shop.
Streamlining the Store With Interactivity
Properly implementing an interactive display can make shopping easier. And in today’s busy world where people are starved for time, simplifying the shopping experience can increase sales by making it easier for people to give a retailer their money, as well as making sure that the retailer can provide a more pleasant shopping experience than the competition.
Utilizing interactive displays to answer customer questions, increase the speed of payment, and cut down on the length of lines are the sorts of things that will increase store traffic in the long haul, and that means not just a sales spike but a sales uptick that never drops and just keeps going.