Henrik Hansen, Business Development Manager at Samsung discusses the innovation of display and demonstration solutions in the retail industry as well as the role of experience centres and their role in sustaining customer attention.
It’s fair to say it’s been a few hard years for retailers, but with retail spaces welcoming back consumers to experience in-store shopping once again, retail owners face the challenge of online shopping and the customer experience, as well as coming up with new ideas and seizing fresh opportunities to attract and nurture in-person customer attention as we move forward.
Firstly, the role of online and embracing the role this channel plays in the overarching strategy. Online should not be seen only as a threat to the traditional retail channel because by harmonising the offline and online experience, retailers can seamlessly blend the total customer journey. Digital is a key element in bringing this story together, which means for retailers, displays form an integral part of their store strategy. From high bright screens to 37” stretch displays, creating impactful first impressions are crucial for retailers as stores are opening up again. Retail owners can also take this a step further by combining dynamic content with an interactive trigger, such as the lift and learn technology, which can demo key features, specifications and facts of products in an interactive way. We feel a combination of these elements is vital and increases the chances of attraction, consideration and conversion.
Following the pandemic and the trend for online shopping, new display solutions are a great way to innovate the in-store and storefront shopping experience.
More than ever, retail spaces need to ensure they are welcoming customers in-store and engaging with them first-hand. To help aid generating footfall and in-store traffic, there are three key areas with which to focus on.
It all starts at the shop front, as that is the first place for retailers to make a vital first impression to stop shoppers walking by and getting them in-store. Our storefront window displays have been designed with that in mind, providing high-bright screens that are easy to read even in direct daylight. These screens take the place of traditional posters because showing dynamic content leads to increased dwell time and therefore exposure to any marketing messages. It also allows content to be changed regularly, particularly useful for different times of the day or varying ambient conditions.
Storytelling is another way to draw in consumers. Having four-times the total number of pixels of a 4K display, our 8K displays are a great way for retailers to tell a story while promoting products in incredible levels of detail.
The Samsung KX Store, in King’s Cross, London, is a prime example of how experience is integral in gaining potential customers, whether it be through hands-on time with product, or the chance to speak to Samsung representatives directly, but in a non-transactional environment. It’s an emotive example of brand and customer living the journey as one.
Having conversed with major retailers and brands, it has become apparent they are more focussed on ‘experience centres’ and less about flagship stores, the latter being less experiential and more transactional. An ‘experience centre’ is a place where consumers undergo something entirely different, building on that brand loyalty, combined with a point of sale. The KX Store might result in a sale, but it may also support a customer with a product related query, which can be quickly resolved, leading to greater brand loyalty.
As such, brands are finding ways to bring consumers in store, which is a big part of the strategy. Despite advancements in technology and the online world, engagement with brands and product physically is something, at Samsung, we feel is key.