Retail Merchandiser - July/August 2013 - (Page 6)

BEST PRACTICES Digital Messaging The true power of deploying digital screens in a variety of retail applications has yet to be fully tapped. It is the power of full engagement via interactive digital signage. Although digital screens have been deployed in a variety of retail applications – such as menu boards in restaurants, digital end caps in electronics stores, directory boards in malls and digital mannequins in clothing stores – they have been used as a way to run advertising of products and goods with very little integration into store systems. 6 July/August 2013 Those retailers that have integrated digital screens focus mainly on inventory databases and their point-of-sale systems to capture customer data that can be mined to better align with customer preferences. Furthermore, many retailers utilize traditional kiosk systems that allow for online ordering, guest registry access and even for hiring future employees. What many are missing, though, is how to utilize their systems and capture customer interactions in order to create a full engagement between the brand and the consumer. When looking at in- teraction and engagement, there are three types: passive, active, and mobile. In the restaurant space, many brands have deployed customer-facing kiosks where people can place their orders and learn about specials without any human interaction. This is an active way for the brand to interact with the consumer, and increase sales and efficiencies. Following more of a passive way to interact with the consumers, others have deployed “order-ready boards,” where patrons are informed when their meals are complete. While guests wait for their food, they have become a cap-

Table of Contents for the Digital Edition of Retail Merchandiser - July/August 2013

Retail Merchandiser - July/August 2013
Digital Messaging
How to Bring New Life to the Center Store
Fall Toy Preview 2013
WWWDMAGIC 2013 Fashion Preview
Hispanic Footwear
Firm Fashion Fixture
Macy’s Magic
Generating Buzz
Looking Sharp
On the Trend
Shoe Sensation
Victorinox Swiss Army Inc.
Hiller’s Market
Patrick James Inc.
Art Van Furniture
Fairway Market
Architec Housewares
Easy Rest Adjustable Sleep Systems
Burnstad’s Market
Shoe Carnival Inc.
Destination XL
Hibbett Sports
R.H. Ledbetter Properties
Goodwill of Central Arizona
Beyond the Rack LLC
Cymax Canada
Diamond Nexus
New & Notable

Retail Merchandiser - July/August 2013