30/07/2025
Bricks-and-mortar clothing shops face a constant battle with the online world, where 37% of British shoppers now buy their clothes. This greatly reduces the potential for impulse purchasing, audience communication, and a personal touch. The solution has been to transform the high-street into a more immersive experience, where to step into a store is to step into a finely-crafted sensory landscape. Digital screens can play a significant role in this. Here’s how.
The Immersive Experience
Creating an immersive brand experience is about transporting consumers away from the mundanities of the world and into a place of luxury, excitement, and emotion. Vinyl and acrylic wall art has always been an excellent method of achieving this, transforming bare spaces into themed experiences. Digital screens take this opportunity one step further by offering images that bring the space to life. Whether used for product advertisement or to create atmosphere – such as sending waterfalls cascading in a sports store, or creating living landscapes in a fashion house – digital signage offers the potential to fully embrace immersion marketing psychology.
Advice At The Swipe Of A Screen
Digital screens have long been used to enable consumers to answer questions such as stock availability. One of our clients, Argos, began implementing this methodology in 2013, to great acclaim. At the time, it was considered “high tech wizardry”. Today, consumers have come to recognise and respect digital technology as being a fundamental element of the retail experience. Both the organisation and the audience benefit from the efficiency of the approach, while you have the opportunity to gather invaluable data. For instance, AI can analyse what consumers are searching for, and how many searches translate into points of sale. These patterns can form the basis of powerfully informed strategic planning.
Tailored Customer Service
If customers are going to make the effort to enter a clothing store, they will expect a personalised experience. However, research from around the world shows that customer service can be an almost impossible skill to perfect. While consumers offer their loyalty to friendly brands, over-enthusiasm from staff can send them running for the door. This is where digital signage can be incredibly helpful. Interactive signage screens can welcome, guide, and advise customers, enabling employees to be there as background support. This reduces the risk of socially awkward faux pas, while giving you complete control over your brand message and communication strategy.
Seasonal Flexibility
Nearly all clothing stores will vary stock in response to seasonal changes. Some of these, such as Christmas, can demand radical and costly in-shop transformations. Consequently, many companies bring out the same box of decorations each time the festivities arrive, and this can lead to an aura of stagnation. Consequently, new lines can be inadvertently eclipsed, and key promotions can become lost among the baubles. However, with digital screens, clothing stores can organise vivid and meaningful seasonal promotions and wayfinding opportunities. Importantly, these can be programmed well in advance, enabling maximum efficiency while easing the burden during busy periods.
What Next?
Digital signage is already a strong presence on the high-street. With its immersive capabilities, adaptability, and usability, it is also likely to be the future of articulate and personalised marketing. To learn more, have a chat with one of the signage specialists at Image Technique by calling 01527 919 271 or send us a message here.
