Retailers are taking omni-channel to the next level 

Australians love personable, face-to-face experiences, but their retail journeys often start online. There’s a propensity for Aussies to do their research and look at products through digital mediums, before venturing in-store to make a purchase. That’s driving the need for strong omni-channel experiences that are consistent and recognisable, in line with brand fundamentals.  

While it has traditionally been a slower adopter, Australia was recently recognised by NewStore as a frontrunner in providing customers with outstanding omni-channel experiences. The report found omnichannel development is happening everywhere, becoming more standardised post-pandemic.  

As competition heats up, brands will have to ensure that they’re providing incredible in-store experiences that reflect the convenience, and dynamic nature of online experiences. In-store layouts will have to adapt to changing customer expectations. Retailers will also have to update offerings to accommodate new shopping preferences using dynamic product displays and interactive screens. 

We’re seeing the importance of omni-channel grow across the retail landscape in Australia. That means stores will have to change in line with customer expectations. Physical environments have to be dynamic, vibrant and adaptable to match the simplicity of online shopping. That starts with bringing a digital element to stores through large screens and interactive experiences. 

There’s massive pressure on big retailers to provide great in-store experiences. You can’t do that by chucking a product on a shelf with a ticket anymore. Providing the facility to connect online and offline is critical, as Aussies expecting a complete brand experience.

We’re seeing retailers use screens to draw people into stores in some interesting ways. JB Hi-Fi is a great example, as they’ve started using 98-inch screens in front of stores that advertise key products in a vibrant way. This draws people in, but it also provides the store an opportunity to send multiple messages from the window to a range of different customers.

Monetisation of physical spaces 

Multi-brand retailers have a huge opportunity to use their physical stores as advertising space. As the brands that retailers sell vie for physical space on shelves, retailers are increasingly giving them unique opportunities to highlight and advertise their products in-store. This strategy not only enhances the consumer experience but also creates new revenue streams for retailers. 

Retailers are using large digital displays, such as LED screens and interactive panels, within their stores to showcase advertisements and brand promotions. This approach turns store spaces into valuable advertising real estate, attracting brands that wish to reach consumers directly in a retail environment. 

Technology has a real role to play in terms of drawing people into store and creating that ‘wow factor’. Brands are investing in their infrastructure to create that digital canvas that they can change depending on the demographic, time of day, or day of the week. That adaptability is very attractive to advertisers.

We’ve seen big brands like Cartlology within Woolworths create advertising networks within major retailers, using screens to enhance brand experiences in a Woolworths store whilst creating revenue from their most valuable asset – their physical stores.

Phil Gaut is director & head of division for display and memory solutions at Samsung.