Going digital to survive on the high-street

digital going to survive on the high-street

Online shopping has been dominating the retail industry in the past couple of years, reaching unseen heights during the COVID-19 pandemic. Amazon has broken its sales records, online retail store ASOS has acquired Topshop, and boohoo took over the retail giant Debenhams.

These developments show the absolute reign of the online shopping platforms. Online stores such as Amazon, ASOS and boohoo are quick to invest and update their offering to keep shoppers invested. In the ever-changing world, these are the qualities customers are looking for — to be pleasantly surprised, constantly.

Brick-and-mortar retail stores have been struggling on the high-street even before the pandemic. This struggle was then magnified by the government announcing multiple lockdowns.

Continuous decline in shoppers on the highstreet pushed owners to re-evaluate their retail strategies. Whereas previously most retailers were sticking to the “old ways” of paper posters and static advertisement, the retail industry was forced into a digital transformation. Digital signage has played a huge role in this transition and continues to help businesses stay relevant with refreshing content updates.

The retail industry was hit hard and budgets were cut, but it’s clear that the aftermath of COVID-19 will last a long time. As these transformations are here to stay, the retail industry has had to adapt. Like Paul Crosbie-Smith from BrightSign says:

“During a crisis situation, things accelerate, and they accelerate at such a speed that people catch up very quickly. “

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One of the most important factors for a successful retail brand is to facilitate their physical store as an extension to their online presence. Even the big online retailers are setting up physical stores to transform shopping into an immersive experience rather than just a mundane necessity. The new term retailtainment defines the wants and needs of shoppers that expect to be entertained while looking for something to buy.

The good news, when re-thinking physical retail store set ups, is that the technology is already here! Digital signage, interactive displays, VR, augmented reality and AI are being incorporated into the retail settings to offer an experience that shoppers are looking for outside their homes. Everyone’s safety and well-being are still a priority with sound, motion and gesture-controlled displays being utilised while touch technology is on the bench for the time being. QR codes has seen unparalleled success and inclusion in almost all retail and hospitality spaces. As for QR codes, technology’s effectiveness and simplicity are the key elements that drive the digital transformation. Retail environments that have invested in the tech have seen the growth in engagement, helping brands on the high-street stay relevant and competitive.

The digital transformation accelerated by COVID-19 has also given physical and online stores a better chance to deliver a coordinated message. Using the same advertisements across both commerces creates a uniform and consistent experience for the shopper.

When it comes to digital signage displays in stores, it will offer consumers an engaging digital experience, giving them access to real-time information on products, wayfinding and the latest health and safety guidelines.