Visual Merchandising and Retail Design – July 2019

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consumers specifically requesting for the
product. It also serves as a brand building
tool showcasing the variety and depth of
our range. The freshness and relevance
of content to the consumer determine
how effective it is in influencing purchase
decisions and in ultimately driving ROI for
the solution.

Going further are you planning to scale
up with more investments in digital
communications?

The key to great video technology, after
getting all the basics right, is to consistently
invest in good quality content. Given the
scale and pace of technology change,
our digital communication strategy is
something we are always reviewing to see
if it matches our needs, and yes, invest more
if need be. We have already introduced the
concept of “endless aisle” and are in the
process of digitalizing our catalogs.

Any specific challenge you face in

executing the whole digital signage

plan? Whether in terms of finding the

solution provider or hardware or in the

content management or any other?

We did have a period of trial and error on

the digital signage execution. We had a

clear idea of the end result we wanted to

achieve, however, it was about finding the

right partners that would help us get there.

Today internationally digital signage

is being used for a lot of customer

engagement and interactivity with data

analytics embedded in it for shopper

insights. Are you looking at these going

ahead in future? What are the possible

new ways in which you are planning to

explore digital signage?

Soch is one of the pioneers in implementing

video displays at scale in apparel retail.

We are looking at further leveraging the

potential of this technology - after all,

fashion is all about selling of an imagery

and what better way to do it than with

great video content at scale. We also feel

that the technology will evolve to get more

personalized, linking browsing to sale.

There are technologies at different stages

of commercialization, where consumers

can pick a product in store and see the

content linked to it. A transaction can be

closed directly from a content piece and

content displayed is linked to the choices/

preferences of the consumer. We see retail

getting a lot more experience driven and

interactive, aided by technology. l

Payal Gulati

July 2019