When a shopper is attracted towards a retail display, they may need a layer of wayfinding or product guidance to find the exact product they seek – visual guidance abstractly layered between the long view and the up-close detail view. This creates opportunity to add a digital “barker” to hook and guide customers. Such digital content may be incorporated in a digital screen, a projected “augmented reality” overlay, or something more advanced, like an interactive experience that senses a person’s presence, location, or touch to trigger content scenarios. With all three layers digitally controlled – the background, foreground and the digital overlay – the entire display can be scripted to create an engaging guest flow from far to near.
Layers of emotion
In order to attract and keep customers, brands need to create emotional, memorable experiences at the point of purchase that compete effectively with the best digital experiences. Creative new optical effects are possible with embedded lighting, giving brands new tools to augment their presentation. For example a previous post, detailed how the Philips Luminous Patterns product line was designed to engage specific emotions, such as romance, tranquility, or dynamic action. Brands can make a statement to their customers via a tangible, visceral experience that is difficult or impossible to replicate via online channels. To find out more about how Luminous Patterns is changing retail design, click here.