Shelf life: Using tech to enhance in-store experiences

Technology has been the single most important driving factor in unifying customer experiences across channels. In a world where brands are now having to create seamless experiences across touchpoints, rather than channel-specific campaigns, technology can be the driving factor that connects the dots for marketers and shoppers alike, with a clear appetite for connected experiences:

  • 61% of US adults have said that augmented reality has influenced where they shop
  • 67% believe QR codes make life easier in a touchless world
  • 77% of people use mobile devices in-store to research a brand or product

 

Technology for technology’s sake, however, brings little benefit for brands. Technological investment will only offer true ROI when it’s implemented in a way that supports the experiences of your unique customers.  This involves:

  • Tracking your customer’s purchase journey: understanding where, when and how digital technologies are being used by your shoppers.
  • Understanding your consumer’s needs, wants and challenges: What problems are they trying to solve when they come to your store? What are their common pain points, and what stops them from making a purchase?
  • Figuring out where you are losing your shoppers: By identifying the pain points and barriers to purchase, a new opportunity presents itself to develop technology-driven solutions that meet customer needs.

 

Stand out on shelf

Technology can be an effective driver of attention and impact in-store. Retail technologies can be used to create movement, , sound and colour to attract shopper attention at the shelf and enhance the customer experience and decision-making process. Simple visual cues, such as LED strips underlining product displays, to light more immersive experiences such as using sound, movement and colour, can dramatically increase attention and engagement at the shelf, while helping direct shoppers to the right product or brand for them.

For retail brand Mondelez, Tag was tasked to create an in-store solution that would deliver strong sales during the brand’s busiest retail period, Easter. We created a unique, high-impact shopper experience that was both immersive and interactive, to disrupt shoppers in stores and create an emotional connection between the brand and its customers. The display provided a multi-sensory experience, encompassing sound (spring and bunny hop sounds triggered by a motion sensor), sight (with Cadbury’s instantly recognising branding and clear Easter messaging), and of course, taste! The Easter house drove a notable uplift in sales, winning the brand a bronze award in the Shop! ANZ 2020 awards.


Linking content O2O

Connecting content across channels is an integral aspect of creating effective, frictionless omnichannel customer experiences. While this can happen in the form of sophisticated CRM solutions and AI powered personalised content, it can even be as simple as including a QR code on a static display to link through to a brand website or product microsite where a consumer can go for further information.

QR codes can effectively digitalise static solutions – whether that’s your POSM or your packaging. While the technology enhances the shopper journey, QR codes also provide tangible benefits for brands, by generating data that can be tracked and measured, ultimately providing effective analytics such as engagement rates, volume, dwell time and more. QR codes can also be used to help deepen brand loyalty, for instance, prompting shoppers to download your app.

 

Shopper-specific content adaptation

Creating content that is personalised to the shopper is an almost sure-fire way to boost engagement and conversion. Tailored content is not only an effective in-store advertising technique, it also vastly improves the customer journey, offering intelligent recommendations and content based on a shopper’s individual preferences, past buying behaviour, etc. Connecting through to your e-store or loyalty program will ensure your shoppers’ history is captured

Customising content revolves around digital POSM solutions such as LED screens which can be customised to run specific animations or with plug-and-play video content. Retrofitting existing features and ensuring modularity will allow units to be moved and reused for additional promotions, while USB adaptability ensures ease of rolling out localised content.

For a leading beauty retailer, Tag created a lift and learn unit with customised content for each shade of product, so shoppers were able to better engage with the product and brand prior to purchase. The display was able to be updated periodically with content from social media influencers and consumer reviews to add a layer of social proof, as well as whenever new shades were added to the range.

 

Using digital to solve complex buying decisions

Simplifying the shopper decision-making process can be another mutually beneficial aspect of a technology-enabled retail ecosystem. Brands can mitigate the need for heavy salesperson involvement in a customers’ buying decisions by educating at the point of sale, such as with digital screens that are able to be pre-programmed with the information needed to answer queries and help consumers be certain about which product type they require.

Tag worked with a leading retail brand in their skincare sector to create an at-shelf solution to help shoppers find the right product for their skin solution. We developed a unique digital display solution that featured a product selector and smart shelf technology, allowing the shopper to input their unique concerns to discover which product was right for them, leading to less ‘analysis paralysis’ at the shelf. The solution was future proofed to allow implementation of voice activation technology into the solution for shoppers in a touch-free era.


How we win in-store at Tag

At Tag, technology underpins everything we do. Our retail experts achieve in-store success for leading retail brands through six key steps:

  1. Delivering category, channel & customer leadership to ensure our clients remain at the forefront of their fields
  2. Producing and implementing bespoke solutions that drive real results
  3. Using our retail expertise to influence the customer journey at every step
  4. Considering sustainability and community to ensure all marketing activity aligns with brand purpose
  5. Delivering continuous innovation at shelf
  6. Seamlessly bringing brands to life across retail touchpoints