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31 Jan - 03 Feb 2023

Enhancing the shoppers' experienceCase Studies: Retail

Whether it’s helping to enhance the customer journey or creating unique, fun destinations for shoppers to experience, AV technology plays a critical role across the retail landscape.

Nowhere is the importance of AV technology to the retail sector more obvious than in Sports Direct’s new concept store in London’s Oxford Street. This 5,000sqft (464.5sqm) space features rotating LED pillars, an LED floor-to-ceiling wrap reveal, LED plinths, LED rafts and LED tickers. Spread over four floors, the touchscreen tablets, interactive displays and huge video displays total over 100 million pixels, with each display powered by intelligent, data-driven technology.

The Sports Direct concept store boasts the most LED, digital and interactive technology in the Oxford Street shopping district
The Sports Direct concept store boasts the most LED, digital and interactive technology in the Oxford Street shopping district

Interactive highlights include a kids’ selfie mirror that allows children to appear virtually in their favourite team kit; a bespoke jump booth that uses body recognition technology to measure just how high people can leap; and lift-and-learn technologies that give users the opportunity to interact physically with products using their phones.

Ikea’s latest Vienna downtown concept is a fascinating example of how the Swedish retailer disrupts customer journeys that have been learned for decades while adapting to changing consumer needs. The store features extensive digital signage, kiosk terminals, full app integration, a hotel and roof terrace to provide a completely new shopping experience.

Of particular interest is the digitisation of the customer journey and the role of digital touchpoints in the store. Well over 100 displays have been installed across the store’s five floors to bridge stationary retail on limited space with eCommerce. The majority of the digital touchpoints are digital posters designed to provide both product inspiration and product information. Interactivity is king at the restaurants, which now feature self-order kiosks similar to QSR restaurant chains. Relatively new to Ikea are shop windows and check-out zones on all floors.

Our thanks to AV Magazine and to invidis consulting for the information in this article.

Where to find retail technology at ISE 2022

The latest technology for retail will be on display throughout ISE 2022; a visit to the Digital Signage & DooH Zone in Hall 6 is a must. You can also register now for the Digital Signage Summit on Monday 31 January.

The jump booth creates a slow-motion playback and allows individuals to cement their positions on a leader board and take the content away with them too
The jump booth creates a slow-motion playback and allows individuals to cement their positions on a leader board and take the content away with them too
Self-order kiosks introduce interactivity into the restaurant area
Self-order kiosks introduce interactivity into the restaurant area

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