Retail stores battle back using digital signage

The retail store faces an unprecedented challenge from online competition and are battling backing with digital signage!

Retail stores must understand and take better advantage of their strengths, one of which is using the cloud to offer more than just a virtual store. Digital signage offers a cloud enabled platform which can make a true difference in meeting this challenge head on.

Fast Company offers highly useful advice to retail stores in its article 7 Steps For Creating Disruptive New Retail Experiences, highlighting:

“Why are people willing to pay $4 for coffee at Starbucks and clog Apple Stores to play with electronic gadgets? Both companies reinvented the retail experience.”

“The difference is that Apple has created something very different from the cold, “hands-off” nature of traditional high-end stores, while avoiding the clutter of a warehouse store like Best Buy. In sociological terms, Apple has very deliberately changed the “script” of electronics shopping.”

“Utilize all elements of theater. Create an immersive world with consistent rules. To reinforce the script, think of the whole experience as a “play,” including the cast, costumes, set, and props.”

Perhaps one of the best examples is given by the UK’s premier lingerie store Boux Avenue. Its retail stores utilise multiple large displays controlled by digital media appliances alongside many smaller shelf-mounted digital signboards, creating an unmatched in-store retail experience. They have drawn so much attention that they have actually been recognised for their shopping experience by multiple fashion bloggers and commentators

The Be Annabell Blog reflected on the Boux Avenue retail stores and digital signage:

“Setting foot in the store its quite obvious that Boux Avenue stands out amongst it’s competition, walking in through grand doors (that would fit nicely onto a stately home) you get the first sense of opulence and luxury that the stores offer.”

“With chic black and white decor, mother of pearl light fittings and immaculate visual merchandising the store evokes a Parisian apartment feel with the gorgeous scent of white chiffon and pink taffeta adding to the sumptuous experience.”

“Although the stores have a high end feel to them the price tags certainly don’t! Bras start from £12 with the most expensive bra in store being a silk number for £28.”

“Promotions and images are digitally displayed on large and small screens around the store and I love how your purchases are shown on a small screen in front of you at the till, every element of customer service has been thoroughly thought about.”

Another blog Knees Up Mother Brown expressed a similar appreciation for the Boux Avenue digital signage instore:

“The store is beautifully laid out with stunning displays and it has a really luxurious feel to it. I love the little screens they have around showing images of their clothes.”

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Original news story courtesy of