ISE 2018: Retail Roundtable – Trends in digital technology and Analytics

Commencing from Tuesday 23rd January, until Saturday 27th January, we will be posting the topics discussed at this year’s ISE 2018 Retail Roundtable. Stay tuned!

 Hosted by Florian Rotberg, Chairman of the Digital Signage Summit, the panel included Andrew Gerrie, Chairman of Hotel Chocolat, David Bailey, VP Marketing, Samsung Smart Things, Philippe G. von Stauffenberg and Ignacio Alonso Junquera of technology integrators Trison Worldwide, Gary Watton, Vitra Shopfitting and Stefan Schieker of Invidis Consulting.

 Trends in digital technology

Typically, retailers look to overhaul store design every eight years, yet digital technology moves much quicker than this – usually half the time.  It is important for retailers to stay up to date on the latest developments and coordinate with architects, visual merchandising, IT and marketing professionals, in order to create an innovative, engaging customer experience. The typical problem, as David Bailey of Samsung Smart Thing noted, is that technology companies are able to provide tech solutions, but the agency won’t know enough about the technology itself. What retailers need is a bridge between the two – someone who understands the customer and the technology, what solutions are available and what they can be used for.

Left image: David Bailey of Samsung Smart Thing

 

The retailers that have the edge will be building this into their business models. By integrating the latest digital technology solutions, from new screen technologies (LED, OLED), Electronic Shelf Labels (ESL), Immersive experiences, the Internet of Things (IoT), and, overall, merging store design with technology, retailers can transform the customer experience. As Ignacio Alonso of Trison Worldwide commented, the market leaders are those who have the ability to integrate these different elements for different customers to provide a more personalised customer journey, creating an experiential space that can still be used as a retail space.

Right image: Ignacio Alonso of Trison Worldwide

 

Analytics – measuring efficiency in retail and real-time interactions

Today, the technology exists to measure consumer analytics, from Google Analytics for Brick-and-Mortar, Artificial Intelligence but the difficulty arises in the process, value, and actions resulting from gathering data.

Artificial Intelligence (AI) could play a major role in customer experience and analysing consumer patterns, moving beyond simply measuring gender and age. Humans are much more complex than being able to sell products based purely on this context, noted David Bailey, and the scope for wider interaction through AI technology means retailers need to be flexible in their ability to act on the data.

Truly integrated audio-visual technology can change how people experience the world around them. It can transform the retail environment and ensure a more dynamic and engaging customer experience. As the largest AV show in the world, ISE is the best place to learn from leading retail experts and technologies exhibited at the event, and find out more about the latest retail solutions. ISE 2018 runs from 6th – 9th February, 2018, at the RAI Amsterdam, and will once again welcome a half-day Digital Signage Summit to the show, where attendees can discover more about integrated solutions and how to engage customers in more innovative and flexible ways.

Above right image: David Bailey of Samsung Smart Thing

Come back tomorrow for the next instalment!

To find out more about ISE 2018 and the Digital Signage Summit event, visit www.iseurope.org. To register for your FREE ticket using the special code 399576, click here.

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