Retail Space A Problem For CE Retailers As In Store Display Takes Off
Retailers in Australia are falling behind when it comes to the use of large instore 4K TV display walls and point of sale screens according to analysts at the 2018 Integrate show in Melbourne however a former JB Fi executives claims the problem is “space returns”.
Overseas retailers such as Best Buy, Dixon’s and Apple as well as fashion retailers such as Burberry have been using instore displays to highlight brands as well as position products for several years.
In Australia organizations such as McDonalds are today using Samsung instore display technology linked to management systems that allow them to tailor messages to particular times of the day.
Samsung who are showing off their new Wall display technology at Integrate 2019, for the first in Australia believe that have a solution that could be a combination of leasing and the delivery of branded content to the screens at different times of the day is one solution for retailers such as JB Hi Fi, Harvey Norman, Bing Lee or the Good Guys.
According to Phil Gaut the recently appointed Director of Display at Samsung Australia a new generation of display screens coupled with new content delivery systems such as Samsung’s ‘Magic Intro’ system can deliver for retailers a totally “brand new instore experience”.
ChannelNews understands that the capital cost of rolling out an instore commercial display network has stimmed growth in Australia of in store displays along with concerns as to the amount of real estate that the screens take up inside a store.
While organizations such as Harvey Norman or JB Hi Fi would have no problem attracting brands to pay for content, capital costs and space utilization has seen many retailers turn their back on the concept.
According to Bruce Thiebach the former General Manager at JB HI Fi the issue is all about “Retail real estate returns”.
He said “Retail space is expensive, and these networks do is build brand awareness not necessarily sell products. Retailers want to sell products. Wall space is vital and at this stage I have not seen any research that shows that instore displays actually sell more products.
Samsung executives claim that with their digital display solutions, retailers can improve a customer’s entire shopping journey from capturing attraction to providing real-time promotion.
They claim that their new display technology will enhance the customer’s satisfaction bringing them back to the store for future shopping.
Samsung claim that 53% of shoppers base their initial perception of the appearance about the store exterior when they first enter a store. 57% of shoppers would like to receive promotions or reviews for items they are browsing while they are shopping. 66% of shoppers who tried to find information within a store say they didn’t find all the info they needed.