How Interactive Digital In-Store Experiences Can Engage Consumers, Create A Destination, And Provide Brands With Valuable Data
While there’s no denying the surge in online spending, the potential for an ultra-exciting physical brand presence should be far from ignored.
In fact, when the digital world meets the offline one, it creates better customer experiences. You only have to look at the businesses that were originally web-only and have since set up physical shops to see the effect.
The digital realm and all its possibilities are vast. Join us as we explore how digital in-store experiences engage consumers, create a destination, and provide brands with valuable data.
The reason many consumers turned to online shopping is because of its convenience and time-saving abilities. But the in-store experience can do this too – and not just with the standard self-checkout tills.
Technology offers personalization like no other. Customers can use touchscreen kiosks to see how multiple purchases would work together. For example, they could enter the relevant information to see how an outfit would look on them, or they can design a kitchen to fit their specific space.
Retailers can also use this technology to engage their consumers and allow them to input their preferences when performing an inventory search. Not only can they access the in-store location of the item, saving them from walking down the aisles, but they’ll be met with the best match for their needs.
Plus, as a retailer, you can integrate other digital experiences with interactive displays. If you have an app, then this can be easily promoted. In this way, the digital experience doesn’t have to end when they leave the store.
A unique, targeted journey
The ability to personalize a digital experience allows you to create a path that’s all about the customer reaching their destination: the perfect purchase – and by extension the perfect brand experience. Targeting your audience becomes even more effective with digital channels.
For example, you can display multimedia content through digital screens. These can be altered at any time, meaning that, as consumer trends change, so can your display.
These screens have endless possibilities. A particularly effective way to engage consumers is with attention-grabbing video content. They could demonstrate how customers can use your product, for instance. This may lead them to think about it in a different way and trigger their purchase.
And you can place these digital displays at the most relevant points of the customer journey (some are very easily repositioned). You could place them from the entrance to the fitting room to the point of sale.
Data-driven experiences & ‘chelfies’
Your digital selections can provide valuable data too. With touchscreen kiosks, for example, you can see what customers searched for and purchased. Plus, you can get insight into how far along the journey they traveled. You could also implement a quick survey or rating system so they can tell you how they found the experience.
Users may use the internet to further engage with your brand. This could be by checking product reviews before making a purchase, or you could advertise a promotion that requires signing up online to receive the code. You can use this to your advantage, gaining essential information for use as part of your wider marketing strategy.
Another way to gather this data is to have your own in-store WiFi connection. After customers agree to share their data with you, you’ll receive key insights. These can then be used to create an even more personalized experience.
In-store internet will also result in customers being more likely to share their experience on social media. Incorporate innovation that’s worth showing off, and you can really boost your online presence. For example, fashion retailers could integrate ‘smart’ changing rooms which suggest alternative sizes and give styling advice. This is much more likely to get a changing room selfie, or ‘chelfie’ – yes, it’s a thing!
Building a branded in-store experience
There are so many ways you can go digital with your in-store presence and enhance your customer’s experience. The key is to make sure that this journey is two things: entertaining and personal.
Plus, remember that it goes beyond the consumer engaging with your products for purchase, it’s your chance to gain their interaction and stronger affinity with your brand and culture too.
If you’re looking to create the most immersive retail experience possible, look no further! Moss is your all-in-one solution. We collaborate closely with you to create a truly exceptional brand environment. From custom digital signage to stand-out lightboxes, Moss has the experts who fuse materials, technology and technique into your ultimate customer experience.
Get in touch with a member of our team today and get started building more in-store interaction.