Business opportunities The ‘new normal’ in retail


Both the outdoor and indoor digital space has increased in its im- portance, with Covid accelerating the need for digital signage that displays dynamic and real-time information to help keep us all safe. We are seeing examples of this all over Europe on the outside of shop doorways with reminders to wear a mask, keep a two-metre distance and follow one-way systems. Across Europe people are spending more time outside where possible so piazza displays and those in public areas are also taking on a new lease of life. Laila Hede Jensen, Chief Commercial Officer of ZetaDisplay looks at the new normal in retail.


Security has never been more important in retail, where it was once primarily oriented towards protecting goods. Today, the focus has moved to protect- ing staff and customers under


connected.”


“The timings of the messages are also vitally important, and this plays a part in two ways. Firstly, thinking about how long the message is and how much


take instant action in response to any challenges they see aris- ing, such as hotspots forming, so they can be immediately re- solved.”


“For this to be successful, in-


Opinion


ture


screening


cameras


are


being integrated to measure whether people have a fever. These use fisheye lenses for maximum detection at any one


including antibiotic-resistant superbugs such as MRSA and E. coli.”


“These benefits can also be passed on to people at home


interoperability across the cus- tomer journey and bring them together as one.”


Showroom spaces


threat


from


Coronavirus.


For


some customers we ZetaDis- play has created entry systems, signage integrated with tem- perature scanners and count- ing mechanisms are being used to check people’s temperatures and display clear red or green lights to let them know that it is safe to enter based on Covid restricted capacities.


This has raised the question of whether a technological solution is adequate alone to offer protection. Jensen be- lieves that: “The most import- ant thing about digital signage is thinking about the customer journey and placing displays in locations where they are going to look. The content also has a huge part to play in capturing people’s attention. Moving rath- er than static imagery is much more impactful and will draw more interest from passers-by. The tone of the messaging also needs to be considered. Design for the customer and empha- sise with how your message is going to be perceived by them in their environment, making them feel safe and valued.” “Real-time content and feeds have become a priority. From showing the latest news and regulations to tracking the number of people instore and presenting clear visual messag- es when capacities have been reached. Customers are looking to this virtual guidance to keep them feeling safe, secure and


time people need to take it in. In a shop doorway, you don’t want to have long winded mes- sages that people need to stand and watch, or you’ll cause con- gestion. In socially distanced queues at the tills on the other hand, people have more dwell time to read and consider mes- saging. Secondly, you need to think about where the messag- es are being place in the cus- tomer’s journey to help guide them through safely. Having your first ‘wear a mask’ remind- er at the tills isn’t that useful, as they customer will have al- ready completed most of their shop! “ “To help our customers plan the right messaging for the right place, we have a handy metric that takes into account where it is being displayed, how long the customer will be in that location and how long their attention span is likely to be. Then our team of content creators can design the impact- ful and brand consistent mes- sages to that specification.”


Sensors and scanners


“Covid has accelerated the rate of sensors going into stores with the primary purpose of helping to keep people safe. This has been driven by a desire to have more data touch points and to see the results in real-time. This is enabling end users in every out of home discipline to


telligent signage solutions need to be equipped with the right software to enable rapid com- munication of vital messaging and ensure compliance with so- cial distancing guidelines. Ex- amples include ‘live occupan- cy access control solutions’ to monitor the number of people in store and deliver clear visual indicators when the capacity has been reached. Displays on the outside of the store front turn from green to red when it the maximum capacity has been reached. The count can be instantly updated in line with changing requirements us- ing our proprietary cloud-based CMS.”


“Highly accurate tempera-


time and generate a thermal image display in real-time for analysis.”


Touchscreens


“Touchscreens were increasing in popularity prior to Covid but now people are uneasy about using them. We have been working with Kastus to inte- grate its patented antimicrobial surface-coating onto displays. This is resistant to 99.99% of surface bacteria and fungi


to help them plan their day, accessing data including peak time analysis, so they can plan to arrive during quieter peri- ods.”


“Ultimately, customers don’t have to go to store anymore, they choose to go. The purpose of signage in-store has evolved from creating digital experi- ences to digital engagements, nudging customer behaviour in retail and public spaces. The online and offline experiences need each other to have full


“There is a growing focus on showroom spaces that act as the epicentre for immersing people into the brand, the lifestyle being created and its values, whilst providing touch- points for the customers to make their experience both memorable and effective at driving sales.”


“LED displays are a great addition


to in-store spaces,


as they can be constructed in creative formations including curved, in unexpected shapes, integrated into the interior design and in larger than life creations


for that complete


immersion. The price point of fine pixel pitch products is also adapting to make this more ac- cessible for a greater portion of the market.”


“The content is what then brings these alive and com- pletes


the customer experi-


ence. Combinations of striking brand visuals with interactive displays that can be driven from a mobile phone or by con- tent that evolves based on so- cial media engagements such as from Instagram are great ways of merging the online and physical for the ultimate, con- nected customer journey.”


AV News October 2020 P15


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