Visual Merchandising and Retail Design – July 2019

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How digital display & communication

works for these brands

W

ith the rapid advancement in

technology, fashion and lifestyle

brands across the world are finding

that customer experience has become as much

a brand defining factor as the products and

the prices. This in turn has led them to invest in

smarter in-store technologies, including digital

display and signage.

Digital signage is not just limited to

advertising, marketing or static display. It

can do much more than what a static or

traditional signage can. Nike’s Berlin flagship

store is a great example of a brand using

digital strategies for success. The brand has

reportedly installed a multi-touch and multi-

user display which enables user friendly

interactions. Instead of using the digital

walls as a messaging portals, the brand has

transformed the signages into an interactive

experience by incorporating user-generated

content like selfies and fan favourites for

customers to push to their personal devices

with a customised hashtag.

Back home though, digital signage and

in-store technologies are still at a nascent

stage with brands using video walls, smart

walls or tablets mainly to display their

stock or show advertisements and offer

related communication to their existing and

prospective customers in a more appealing

format.

Ethnic wear brand Soch is one of the pioneers

in implementing video displays on a large

scale in apparel retail (read the interview in

the following pages). The stores have video

walls and tablets which display the current

stock status in the store. The brand also uses

these displays to live-promote their offers in

stores which helps in conversion at the point

of sale.

Titan has recently installed smart walls at their

renovated stores in Mumbai’s R City Mall and

Viviana Mall to enhance brand experience

by highlighting premium collections, thus

meeting the requirements of every customer.

Talking further about the smart walls, Kanika

Srivastava, Visual Merchandiser, Titan shares,

“We have been doing static visuals for a

long time, but this time we were looking

for something different that turns the head

of customers towards the World of Titan

store. Once the smart visual was installed, it

increased the footfalls, thereby improving

Cover Story: Digital Display & Communication

From better customer engagement to generating more revenues, digital display and communication is opening up

a myriad of new options for brands. Research has shown that digital signage has a measurable impact on customer’s

retention and loyalty of approximately 30%. VM&RD spoke with a few brands to find out how they are leveraging

digital signage and in-store technologies for better customer engagement and drive more sales in the process.

July 2019

Kanika Srivastava

Visual Merchandiser, Titan