Shop windows vs new technologies – global trends
Poles love shopping. Do they only buy? No. They also tend to look for new experiences and emotions in brick-and-mortar stores. And these can be provided by new technologies.
New technologies in visual merchandising 2019
In today’s quickly developing shopping environment brands can encounter problems when getting in touch with the clients who are deeply involved in using their smartphones. That is why brick-and-mortar stores are changing their function and become an exposition surface. They pretend to be visit cards or beautifully wrapped boxes of chocolates. They are supposed to saturate the senses, build relations with the clients, invite them to the world of the brand and at the very end – invite them to buy.
This trend is a result of the role of online shopping which is constantly changing as well as a quick change of the consumers’ behaviour – they tend to treat a shop as an amusement park. To make somebody enter such a park the brands need to make an effort.
Shop window in the first place
Over 80% of the clients enter shops on impulse induced by the look of the shop window and 75% of them decide to buy something. Moreover, as much as 23% of the clients make their shopping decision only on the basis of the look of the shop window. Until recently a successful shop window meant only good light setting which enabled getting emphasizing or scattered light as well as screening some graphic compositions. Live mannequins surprising the pedestrians or spectacular shop expositors in sophisticated shapes, colours and sizes. Geometrical constructions, multiplications as well as illusion of depth and perspective.
Nowadays it’s not enough.
The consumers, especially the younger ones, want something more. This what is interesting for them are large-format screens places in the shop windows instead of a traditional form of presenting a product, where the brands show engaging advertisement videos or interactive digital signage which is a highly engaging form of inviting the consumer into the world of the brand. The interactive content is more effective for the clients and more interesting than the statical content. The interactive and engaging advertisement allows to catch the client’s attention for longer. Moreover, it gives the possibility of gathering data.
Enter a shop
Additional forms of supporting sales in brick-and-mortar shops with the use of new technologies are virtual (VR) and augmented reality (AR). The AR fitting rooms were successfully adopted by such brands as Timberland and Topshop which made use of the Kinect technology and special mirrors which on the mirror image of the client put clothes the chosen by them. Beacons, which are radio transmitters placed in different parts of the shop. Depending on the product the client is watching they can get an information on it or watch the product presentation on the screens located in the shop. An interesting example of using technology is the shopping center called intu Victoria Center in Nottingham which thanks to the system of facial recognition evaluates the age and sex of the clients to screen advertisements for a targeted group of them.
Gripping, unforgettable, effective
The fusion of the technological novelties with the real world makes the product presentation attractive and engaging for the clients, while keeping the message personalized. It is gripping, unforgettable and effective. It is not about encouraging the client to enter our shop. It is about making him come back and invite others to do so. And this is what we would like to wish you all!
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