When you think of in store floor displays you don’t necessarily think of technological innovation. There are some companies however that are pushing the boundaries. The more information you know about your customers the better you can serve your customers and the better you can understand your customer.
A retail display isn’t the most exciting thing to think about in the context of technical innovation but a number of companies are changing that. So what are some example of useful technologies? One way to improve consumer reach is by increasing consumer engagement. But consumer engagement can be tricky when it comes to store displays of any kind. There are however sensor technologies that can detect if a product is removed from the display. For example a consumer removes a product from a floor display the consumer can then be prompted through an electronic interface that gives them an option to opt in for a promotional coupon or an email with product information. Or possibly an option for a discount if they decide to promote the product through social media. Incentivizing consumers to act as product advocates can be an extremely powerful tool. From the previous example you can see how technology can provide huge domino effects. Essentially technology can be used to incentivize consumers for repeat purchases through coupons and can help promote your product or brand via brand advocacy marketing.
To better understand consumer retail shopping behaviour, at the physical store level, there are a number of companies who have created floor sensor technologies. One such floor sensor technology company, Future-Shape GmbH, allow stores to measure things like:
So how can floor sensor technology help optimize retail displays? One way this technology can help optimize store displays is by providing data on dwell times and presence detection. If for example a consumer passes by a store display and takes notice it’s possible to measure the amount of time they spend standing next to the display. Marketers can test different versions of a display to determine if a particular set up or design yields more foot traffic and dwell time. Not only this but marketers can relocate the display and assess which store location provides a better engagement. Sales data alone would not provide such rich information.
From the examples above you can see how trivial pieces of consumer behavior data can yield useful marketing data if that data is combined in aggregate.