Instore - digitization of the retail industry
The interactive store window
Imagine a store window that customers can interact with. A store window that can provide different messages morning, midday and evening - both inside and outside opening hours. A store window that is able to welcome your customers even before they are in your store. The digitization of the physical stores is not just on its way, it's about to become a customer experience race - and victory is up for grabs!
But the question is no longer if it’s going to change, but when, and who’s going to be the first-movers.
If you go down the high street in Copenhagen, the shop windows look like they ‘always’ have - meaning that the "concept" hasn’t changed the last many years. But the question is no longer if it’s going to change, but when, and who’s going to be the first-movers.
The thrill-seeking customers
Studies show that 55% of consumers will pay more for a better shopping experience, so why not make an effort to convert the window shoppers and "browsers" into real customers? It's about thinking out of the box - sharing an engaging brand experience with the customers when they least expect it. I believe that retailers should focus more on storytelling and this is where the interactive store windows can play a crucial role for the future success of retail stores.
The interactive store window vs. the static store window
We are more likely to be attracted to something interactive than anything static. We want to see, interact, touch and experience things. We like being drawn into an experience and being a part of something instead of having to read something static. For retailers, interactive displays are important and valuable because they can 'hook' your customers and make them stop and look at your product.
Interactive store windows from a business perspective
The interactive store windows have many advantages from a business perspective. Below I’ve shared a few examples:
Catch the customer's attention
A static store window, as we know them today, must capture the customer's attention through the design and use of bold colors. Interactive monitors, however, create a natural awareness that causes customers to stop. And that's just what a store window needs - to get customers to stop and look at your product.
See for example how the exclusive men's clothing store Jonathan Trumbull uses interactive displays in the store window to create awareness.
Interactive store windows are great tools for funnelling people into your store, enabling customers to interact with the store's window. The technology allows potential customers to use the screens through the glass - grab their attention and encourage them to continue the experience.
See how ebay in collaboration with the store chain Kate Spade Saturday has embraced the concept of interactive store windows with the slogan: "We're redefining what it means to window shop." Or how Ralph Lauren uses interactive displays to raise awareness about their products.
or how ebay in collaboration with the store chain Kate Spade Saturday has embraced the concept of interactive store windows with the slogan: "We're redefining what it means to window-shop”.
Engage and inform your customers
If you can get your customers involved, you automatically create more trust and loyalty towards your brand. This interaction between customer and brand makes the customer more inclined to remember - and return to - the brand and the store.
Create more value for your customers
We can create more value with the store windows. It requires gutsy and innovative retailers who can also see it as more than just a gimmick - but that's the way it’s moving and we have the experience. If you are a retailer and want to hear more, don’t hesitate to reach out to me.
Business Development Director