Retail
smaller businesses to survive and digital solutions is a brave new world for many – we hope this is a trend that will keep evolving. The use of interactive kiosks will also continue to be highly popular,
especially with the rapid rise of contactless payments. We’re seeing how kiosks present businesses with a simple and effective solution, so as the technology becomes more advanced, we’re likely to see some interesting developments in this area too.
How can display solutions be practically integrated in stores to heighten customer experience and drive footfall? Increasing footfall to stores is ever-important and using high brightness window screens is essential here. They can be used to engage shoppers, illustrate promotions and key product information, all of which serves as part of the customer experience. Having something like Lift-and- Learn solutions is a powerful tool in collecting valuable info, which is then used to analyse ROI on products with these screens. Retailers can actually enhance them further by showing something
as simple as a QR code to offer up a whole number of deals or promotions, exclusive or otherwise. One good example of this is for a beauty salon, where clients can book an appointment by scanning the QR code on the screen. They’ll then receive confirmation for the time of the session on their phone. After the session, they’ll receive a list of products used during the beauty/makeup session, so they can decide to buy in store, or buy online later. Digital display solutions have become an integrated part of business strategy in that sector and is a useful tool in order to plan future marketing and sales activities. Similarly, and perhaps on a smaller scale, placing display screens at
tills and counters is an important method to factor in. It can ultimately lead to last minute buying decisions and they have the chance to effectively influence customers waiting in the queue.
As well as providing digital display solutions which partners can sell on, could Samsung provide digital display solutions that partners could benefit from themselves? Our digital solutions are certainly geared towards helping the end- user, but they’ve also been developed with our partners in mind too. By using our screens and interactive kiosks, it will greatly make the running of a business much easier and faster. They play an important role from simply saving money and time, to opening up the possibilities of what’s achievable due to their level of customisation.
What advice would you give independent retail owners looking to integrate display solutions into their business. How can Samsung help SMEs stand out? We’d recommend they get in touch with a well-known integrator, and even use Samsung to help find them, or at least recommend how to go about it. We’d advise on the use of trusted brands to ensure the implementation will benefit them as a business overall. It’s easy to forget how daunting a smaller business
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might find this venture into the unknown, so we’d offer reassurance they won’t be sold some technical equipment, potentially expensive kit, only to find that it’s not necessarily used a month later. It’s important that SMEs who sell multiple brands in-store are aware
of the advantages of developing subsidiaries from larger brands and go on to advertise them on various forms of digital signage. It’s a sure-fire way for smaller retailers to promote certain brands, while getting subsidised from suppliers.
What can Samsung offer retailers to fulfil these opportunities? What advice would Samsung give to independent retailers in terms of managing digital display investments? I’m a strong believer in nurturing small business relationships, whether this be through general advice on product and its layout, to payment schemes. Nurturing is an important aspect overall and we recognise they potentially don’t have marketing or IT teams, or the capacity to create original content which makes upfront decisions for them more of a challenge. This is where we hopefully come in. Helping to guide businesses with their display operations, whether it
be linking content to their website, or even adapting or changing it, they can definitely benefit from positive and encouraging expertise. Small businesses can also apply practices that larger retailers use despite limitations with space. We know this can be a challenge in itself. For instance, with screens, they can access directly to their site or show a QR code to guide customers to it, or a Kiosk solution can be used to allow customers to register once they arrive and pick up products. For SMEs in particular, Samsung would urge them to keep it very
simple and fairly basic to begin with. Be sure to set out their goals by using high brightness displays in their windows, all-the-while capturing the customers attention in an attractive fashion. Kiosks help with offering an interactive sales point, while at the same time remaining easy to deploy with little project work to get started. With a suitable amount of planning beforehand, deployment in a
small business should actually be complete within a day, or even less. Making the time to process installation is a clear concern for some businesses, and understandably so, especially if it should interfere with retail hours or store closures. Therefore, I’m happy to say it’s a fairly simple process to install and get up-and-running.
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