The retail sector has come a long way from the days of the cheesy cardboard cutout display standing near a pile of products or welcoming customers to a new store selection. The same challenges of where, how, when and why to use today’s sophisticated digital displays present hurdles to retailers striving to strike the right balance between engaging consumers without alienating them.
One common mistake is a lack of planning and not building out a specific digital display strategy, involving how long a display should be in place to actual display materials.
“There are a lot of potential traps out there for a retailer looking to get the most out of their in-store digital, but I believe the most common misstep is not thinking through objectives and goals,” Nate Remmes, VP of corporate development at NanoLumens, told Retail Customer Experience in an email interview.
“What are we trying to achieve, what does success look like, how do we measure, and who is responsible for making necessary changes to make sure goals are being met. We find the overall strategy is often lacking as retailers feel the need to go digital or follow the competition,” said Remmes, adding that since there are a number of challenges surrounding the technology retailers must start with the “why” before getting into the “how.”