Comprehensively embrace the era of immersive experience retail

2016: Technology is advancing so rapidly that today’s consumers want to get involved. Retailers need to adapt to this change by providing consumers with a better in-store experience. Technology is key to creating immersive experiences, and it can also help calculate the ROI (return on investment) of a digital solution strategy.

What is "immersive experience"?

Immersive experience is an immersive and extremely attractive experience. Imagine a store is no longer just a place to buy something, but more of a place where consumers interact with the brand. This is also a platform where brands can truly communicate with consumers. Retailers really need to start thinking about how to create a better in-store experience. After all, the integration of digital signage solutions in retail has begun and is here to stay. In fact, according to the latest digital signage market research report, its market share is expected to reach US$23.76 billion in 2020, an increase of nearly 40% from 2015. Today’s consumers mostly favor immersive experiences. Scott Slucher, executive director of the ICX Association, said that immersive experiences have made the connection between consumers and brands closer.

With the support of technologies and applications such as 56iq smart retail digital signage solutions, the immersive experience will be more complete. Take Queensland's Indooroopilly, whose interactive Christmas activities held at the end of each school holiday every year are a good example. With the help of interactive digital signage displays, shopping malls can create a unique experience for consumers during the busy Christmas period.

Perfect experience is no longer limited by technology

Although digital signage solutions can truly improve consumers’ in-store shopping process, this does not affect the continuous improvement of immersive experience. For example, regarding flooring selection, there was a "store development revolution" across Australia in 2013. Although digital signage technology is an important aspect of store evolution and development, it is not the only focus. The continuous development of business has led merchants to re-evaluate all aspects of the in-store consumer experience, including display layout, displays, checkout, in-store atmosphere, lighting, music, employee uniforms and product training, etc. This store development revolution not only creates a good shopping environment for consumers, but also gradually improves the floor retail experience.

Immersive experience should be dedicated to entertaining and educating consumers from the five aspects of vision, hearing, taste, touch, and smell.

How to calculate the ROI of an immersive experience?

Some simple techniques can help. Using video analytics, deployers can derive demographic information about consumers. Using professional cameras and software, they can obtain valuable information to better target user groups, improve product configuration, forecast sales and control inventory. This can be solved by placing a camera in the store, or developing your own digital signage solution. For example, if a retailer has a large interactive space in their store, they can receive relevant data (daily traffic, which product categories are most searched for, etc.).

We see more and more retailers starting to think about how to provide consumers with a better immersive experience. Exciting times are coming!