This article was originally published in Retailspeak Magazine. In-store visual displays have traditionally been limited to posters and signs. However, media screens and interactive kiosks are gradually being tested and introduced. The acceptance of self-service technology and the expectations of shoppers are affecting how retail space is perceived. Surveys show that consumers are actually encouraging technology deployments as a differentiator to drive loyalty. At the same time, returns from media screens and self-service applications are growing. An opportunity exists to boost revenue streams by using existing assets such as space and footfall to make the use of media screens more compelling. According to research from IP Multimedia, replacing static posters with screens or paid advertising is well worth the investment, as up to 70 percent of consumers are more likely to retain these images. For such a simple communications tool, significant returns can be generated. Other valid opportunities exist for shelf-mounted screens, as 75 percent of consumers are influenced by point of purchase displays, according to the 'Retail Technology in the Next Century' report by KPMG and Indiana University. Investing in self-service kiosks and assisted service technology can have a similar impact. Available applications include ticketing, range-extension devices, up-sell tools, or complementary technology to handle peak traffic or labor shortages. The challenges of consumer-facing technology Failed projects resulting in stores displaying blank screens can look unprofessional. On the other hand, media screens need to display sufficient content, as looping images too frequently can have an equally negative impact. Another challenge is gaining user acceptance, as store staff can sometimes feel threatened by new technology. Overloading staff with new initiatives and tools can also create problems, even where technology is seen as a positive addition. Different departments, such as marketing and IT, may have distinct objectives for technology deployments. While media screens are a marketing-driven initiative, they require support from IT and operations to enable a successful implementation. It is important that retailers are able to balance the objectives of both departments throughout the life cycle of the project. Finally, when online shopping was first launched, it was met with resistance by consumers. They were unfamiliar with the technology and had concerns about its efficiency and levels of security. Similarly, with the introduction of media screens or self-service devices, retailers need to ensure the consumer’s first impression is a positive one. The device should provide information in near-real time, be easy to navigate and have an efficient payment mechanism to engage the customer and ensure they will use it again. Approaches for successful installations How do you overcome these challenges? First, seek support from qualified entities who understand what is required and who can assist in the project from pilot through to successful deployment. Establish clear goals and objectives, and assess the capital and human resources required. It is important to base the solution on a standard product architecture. It should provide central control and management for all aspects of the hardware, software and content deployment. Where store staff is affected by the technology, or where their skills are required to help customers use it, involve them in the project early on to encourage uptake and minimize the risk of poor user acceptance. Big media screens create impact, and managed well, such projects can result in significant rewards for retailers. A user success story The adidas Performance Center (aPC) is the latest retail innovation from adidas. The organization wanted to integrate smart screen technology to provide consumers with an engaging interactive experience. Erich Stamminger, member of the executive board of adidas-Salomon, responsible for global marketing, says: "Our adidas Sport Performance Centers are an important communication platform for us. Here we can showcase our understanding of sport and communicate directly with our customers. The stores offer a strong brand experience and will boost our image. The adidas stores breathe authenticity, activity and passion." adidas installed a smart screen network comprising plasma screens, interactive terminals, and store window projectors, all fully integrated with sound and lighting systems. The media screens are strategically placed throughout the aPC and display sporting activity, product technology and interviews with prominent athletes. This dynamic content is also partially reused for the interactive terminals and window projections, providing a consistent journey throughout the center. Management of all hardware and software at the aPC is provided with screens customizable and automated in real time, with remote control and content distribution to individual or groups of screens, and usage and health monitoring of screens to ensure maximum uptime. The result: 'Shopping is theater' The aPC changes the consumer perception of shopping. The technology serves not only to define adidas as a unique sophisticated brand, but revolutionizes retail as an interactive, inspiring, and rewarding experience.
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