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Left: Duncan Hill, Managing Director at HL PPE, advocates the use of compact digital displays to enhance Guided Selling in stores. Below: Customer experiences at the new DFS store in Tottenham Court Road have been enhanced by a digital display system realised by The PAI Group.


Retail is an extremely competitive business, which is what makes it such a great industry to be involved in. The process of attracting customers is constantly evolving, which means that keeping a finger on the pulse is essential. Signage and graphics are a great way of


helping a store to stand out from the crowd, and can be both decorative and informative to help a customer get the most out of their visit. A well thought out store design will affect a customer’s perception of the products on offer, and an up­to­date and exciting signage system will help to develop the appearance of a brand. Having up­to­date technology is a great way to encourage customers to see a brand as ahead of the curve. Updating signage and display systems is a great option for retailers to make their store seem more current, and there are a number of new developments that can be used to the retailers advantage. A great tool for any retailer is the use of Guided Selling, which aids consumers in making purchasing decisions. This effectively takes the guesswork out of shopping and helps customers to choose the perfect product for their needs. Combine this concept with the use of digital displays and retailers are able to encourage a higher conversion rate


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without requiring the same level of time commitment from employees that is traditionally required for this method of selling. Customers will feel like they are receiving a high level of customer service, but employees are afforded time to ensure that stock is well organised and everything is where it should be.


“Compact digital displays can support Guided Selling by providing additional information at the shelf” explains Duncan Hill, Managing Director at HL PPE. “The new generation of displays with touch screen technology – such as our new Ad’Pulse™ Touch display ­ enable customers to interact with targeted, up to date messages displayed on the screen.” A display system that can help to generate sales is a great investment for a retailer, which is why there has been such a surge in the use of digital displays as a way to provide information to customers. Hill explains; “They can explore the product or range in greater depth and experience a more rounded shopping experience, which in turn will facilitate buying decisions and secure sales uplift.” Making a move onto the high street is a daunting experience for any retailer, and when DFS introduced it’s first high street store in Tottenham Court Road, London, design consultants 20.20 devised an in­


store experience that incorporated technology to display media content devised by Krow Communications. The PAI Group was asked to realise these technical visions, and successfully managed to harness technology to deliver a multi­ channel user experience. With the shop situated in such an excellent location, 20.20 and DFS both felt the need for a vibrant visual display at the front of the store that would actively encourage customers into the retail space. Following product demonstrations with the assistance of screen specialists Paradigm, four high contrast dnp projection screens and Panasonic projectors were specified and installed in the shop window. The dynamic displays show media that is relayed throughout the day, providing a storefront that attracts attention. For the main entrance, the design team and client envisaged an exciting video wall feature. The PAI Group recognised the need for a high profile large format display and collaborated with Samsung, who were able to organise product demonstrations for project stakeholders. PAI’s initial recommendation, the Samsung UE55A screen, was then selected to greet customers upon entering the store. Featuring an elegant design, the LED back lit unit is also energy­efficient and


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