Without sales people present on the shop floor, visiting a storefront still ends up being a one-way conversation.
The reality is that, as social media evolves, the science of person-to-person engagement also needs to adapt. Retail and exhibition design will be driven by measuring engagement and on-site experience. As Full Stretch Display (FSD) specialises in creating custom experiences for exhibition and retail environments, they have thought about:
- How to reach, engage and teach an online generation about attending an exhibition and experiencing the value of face-to-face marketing.
- Integrating games – will “apps” become the engagement tool that drives the on-site experience?
- Customising the stand as to create true opportunities for feedback.
CASE STUDY:
Gondola-ends go digital
A project that involved digital interaction for FSD, a few years ago, was the Toys “R” Us in-store gondola-ends.
The brief was to integrate digital visual imagery in retail display to increase sales. The pilot stores where these gondola-ends were launched included Toys “R” Us in Cape Town and Johannesburg. They developed three prototypes before the final product was launched.
The products were merchandised on the gondola-end and the video explained and promoted the product’s use. The print provided a true encapsulation of the digital experience. Within a year this roll-out was done to the all Toys “R” Us stores nationwide, who ended up ordering six gondola-end units per store.
What the experiences are that a specific target audience will find rewarding enough, will however, require more research. Creating outstanding “experiences” will be a growing consideration as the retail and exhibition industry steps into the future.
One thing is for sure – we need new applications and creative thinking in retail and exhibition display.
