Sales-Boosting
Technologies
15 strategies that focus on ROI and customer experience By Jo Rossman
For a new iPhone introduction, two 7-foot-tall
video displays were the perfect tool to fuel
product demand. Showing a continuous loop
of product features, the displays synchronize
six video screens wirelessly for seamless
motion graphics shot using 6K video.
Technological bells and whistles don’t in and of themselves make cash registers ring. “Just adding technology to the
store without much thought to how behav-
iors naturally occur is not only a waste of
money, but is a nuisance to the customer
and to operations,” says Bruce Barteldt,
partner and national retail studio principal
at Little, a design firm based in Charlotte,
N.C. “The customer is finicky about tech-
nology. If it doesn’t make sense, it will
last a season, then the honeymoon will
be over.”
Adds Flavia Bisi, partner and co-
founder of Seattle-based design firm
To get that return, these designers say,
retailers must define their objectives
1 Use technology to draw shoppers into the store.
“To get the people to the store, it needs to be compelling—something
happening there that people want to participate in, in person,” Bisi says.
“What that is, depends on the brand.”
More projects, slideshows, and
links to retail technology
information and resources
are available online at
www.retailenvironments.org
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