Retail merchandising displays and point-of-purchase strategies may sometimes be perceived as outdated, but they continue to hold significant relevance, especially given that a majority of consumers still prefer in-store shopping. However, this doesn’t mean that these traditional approaches can’t be revitalized and improved by cutting-edge technologies such as AI.
When discussions revolve around the future, they often center on digital innovations. Currently, there is considerable excitement surrounding generative and its potential to automate digital content, as demonstrated by Coca-Cola’s “Create Real Magic” in collaboration
Conversations also delve into how to effectively market within the virtual metaverse, along with the growing prevalence of omnichannel shopping. Within this omnichannel landscape, the focus often shifts to how consumers leverage digital content for research, utilize e-commerce for in-store pickup or delivery, and employ mobile apps as shopping companions when inside physical stores.
These tried-and-true assets in the world continue to be deployed and their consumer packaged goods (CPG) partners. They utilize endcaps, corrugated shipper displays, and prominent front-of-store merchandisers to stimulate impulse purchases and foster brand recognition. As long as the majority of sales continue to occur within brick-and-mortar stores, these displays will integral to the overall retail experience. The opportunity at hand lies in harnessing technology to enhance these established tools.
Infuse Engagement into a Conventional Display
Physical displays serve as excellent platforms for launching new products or showcasing seasonal items, effectively drawing in shoppers to explore fresh flavors or stock up on back-to-school essentials. Ingenious graphics and messaging have the power to captivate and halt shoppers in their tracks.
Moreover, these displays can take consumer engagement to the next level through straightforward methods, such as the inclusion of a QR code for scanning. When consumers snap a photo of the code, they can be seamlessly directed to a website providing valuable information about the product’s origin and attributes. Alternatively, this code might soon transport consumers into a metaverse experience or allow them to engage with generative to personalize a digital screen on the display.
The potential for innovation is boundless for brand marketers and retailers. However, it all commences with the fundamental foundation of a well-designed and captivating display that instantly grabs a shopper’s attention. In this context, technology’s role is not to replace the primary purpose of the display but rather to enhance and amplify consumer engagement, adding another layer of value to the overall shopping experience.
Maintain Adequate Stock Levels for Displays
Displays that either feature the wrong products or are left empty after items have sold out can detract from the shopping experience. In an era marked by a significant labor shortage impacting retailers, store associates are often stretched thin, making it challenging to find time for regular display checks. While it may not be the most thrilling application of computer vision and retail technology and machine learning.
For instance, retailers can equip their in-store associates with tablets equipped with computer vision and -driven analytics capabilities. An associate can use the tablet to capture an image of an endcap, and the system processes the image, promptly identifying any products that are incorrectly placed on the display. Additionally, can flag pricing discrepancies and verify whether the promotions associated with the display adhere to established guidelines.
Much like how stores can leverage this technology to maintain the organization of planograms, it can also be applied to ensure displays consistently operate at their optimal levels. This serves as a valuable tool for store associates while providing essential support to retailers in the background, ultimately contributing to the efficiency and effectiveness of the overall retail experience.
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