Reimagining retail holiday displays via digital signage

As we prepare for winter, there are still no clear signs of how our second holiday season of the pandemic will work. Regulations are changing and certainty is a comfort we lack at this moment. As marketers and business owners start planning their vacation efforts, it’s a good time to look at how we can use AV technology to make the vacation rush safe and engaging.

Digital signage has played a vital role over the past 12 months, helping to keep us safe and excited in retail environments. We’ve seen how projector technology can adapt to ever-changing safety regulations and deliver information quickly while promoting relevant and timely marketing communications. We’ve also seen the growth of online sales and the efforts being made to support brick and mortar store promotions through cross-promotion and partnership marketing.

The key to successfully transitioning into next season is getting people back into stores with unique and memorable retail activations and brand experiences. Keeping procedures on-brand and budget-friendly can be quite a holiday effort. To relieve some of that stress, let’s take a look at some ways signage can enhance and enhance the retail holiday experience.

Personalize interactive, touchless displays
It’s time to invite customers back, and what better way to succeed than with a touch of personalization. Interactive technology is not a new development, but use cases are growing by the minute as more retailers find creative ways to engage with the public. Projection can be used in countless ways to enhance in-store installations with a little personalization and interactivity.

Store fronts have always been a significant winter holiday marketing opportunity and projection technology has grown with the development of commercial displays to create fantastic installations for visitors. Projection technology can be used to trigger animations when products are touched or moved or even dragged into relevant displays.

Deliver family-friendly experiences by combining real-time face capture and projection mapping to pull faces and images directly into vacation displays. Improve traditional cut-out signs and let customers see you as famous holiday characters with the power of projection. Creating interaction opportunities without necessary requirements is sure to draw customers into the salesrooms.

View timely news
One of the biggest advantages of projection technology over traditional signage is its flexibility. Wireless connectivity technology has progressed to the point where managers can now change their displays and set display playlists from a mobile device. Retailers can update rotating displays and create helpful signage for customers that can easily adapt to a store’s changing needs.

Directional signage can help customers easily navigate retail environments and maintain social distancing; However, digital signage can also be used to display timely in-store messages. Important store updates and marketing opportunities – such as Such as flash sales, hours of operation and high demand product availability – can be easily modified and updated to create a visible sense of urgency.

Create unique experiences
Temporary pop-up experiences are currently at the pinnacle of social media marketing. As “Instagram-ready” content becomes a tactic more and more marketers are pushing, creating entertainment opportunities for retailers is a powerful foundation for drawing customers to storefronts. Photo opportunities are now shifting focus to social media content opportunities, like the Pink Wall at Paul Smith in Los Angeles or the Museum of Ice Cream in San Francisco. Both implement the promise of a good image to capture the attention of potential customers.

Projector displays are perfect for these “retailtainment” opportunities. With simple installation tools and flexible display options, setting up and creating a branded pop-up or display can be done quickly and professionally. Combining projection mapping with digital signage-focused projectors can open the door to more complex displays. Turn fake windows into a mirror for a holiday workshop, or show off your skills with walls of snow and ice activated with LiDAR sensors. Light up your storefront with Christmas lights using projectors to show your cheer for the season without the hassle or danger of fairy lights.

Projection technology is poised to enhance the retail experience and these tools can help make the holiday season a little brighter. Invest in an AV setup to engage your audience and draw the public back to the physical store.

Holidays are all about togetherness, and as the pandemic continues to spark uncertainty among retailers and customers, projection technology can help us get back into these spaces together.

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