Using AV Systems to Create a Customer-Friendly Atmosphere
With an increasing number of businesses popping up everywhere, both physical and online, companies are coming up with novel ways of setting themselves apart from the competition. Customer experiences are no longer limited to allowing people to touch, feel and test out products. Nowadays, for retail spaces to remain competitive, lure customers and stay in their minds, they must offer experiences that engage all of the senses. Integrating AV technology with lighting design is a way of changing how customers view and experience commercial spaces.
Creating a unique experience by using a creative mix of visual components, sound and lighting is no longer limited to theaters, auditoriums and similar spaces. They are also being used in retail stores to create a more entertaining and customer-friendly environment. Here are some of the ways AV and lighting systems are changing the retail industry.
Sets the mood
Lighting and AV systems can be used to create an ambiance even before people step foot in your shop or a specific area in it. For instance, hotels typically play soft music in the background for areas such as the lounge area and the hallways leading to the rooms. The gentle sound accompanies them until they reach more public areas of the hotel such as the restaurant or conference halls. The vibe and volume of the music creates a serene environment that encourages people to relax.
Within the retail industry, some business owners attempt to do a similar feat using architectural lights. Selecting the correct type of lighting to illuminate internal and external areas of their brick and mortar stores could effectively entice customers to come in. The right setup could also create an experience that keeps the customer in the store for a longer period of time.
Music also works. However, instead of playing soothing music, shops play upbeat tunes to encourage movement within the product areas.
Creates a visually pleasing environment
Use of digital signage and interactive kiosks provides a number of advantages for businesses. These tools utilize high-resolution images in a variety of colors, offering a visually stunning way of educating the customer.
Signage and kiosks are typically used to advertise brands or display product information. Some can also be designed to be interactive – providing an additional avenue for businesses to advertise their brand while keeping customers engaged and encouraging them to stay longer.
Customized marketing campaigns
The audio, visual, lighting and other components used in creating a multi-sensory experience can be controlled and modified using an integrated automation system.
An integrated automation system can be built with a touchscreen interface feature which allows retailers to alter the look and feel of the signage as needed. This makes it easier to create a different look for each upcoming event, promos or marketing campaigns.
Enhances the product testing experience
The right combination of audio, video and lighting can grab the customer’s attention effectively. By engaging their senses, you can keep them interested in your brand and your offering. When compared to simply seeing the product displayed on the shelf, a multi-sensory experience makes customers more open to learning more about the products and services.
If you do it correctly, you can use your AVL system to encourage customers to interact and connect with the products you have on display or inquire about your brand. With a few clicks of a button, interactive displays can provide customers will the information they need to make a purchasing decision. Additional media such as images, videos and sounds or music can also be added to enhance the experience even further.
Business owners can use the AV and lighting systems inside their stores to create a better product testing experience for their consumers. Because retailers can control how the store environment looks and feels, they are able to create an experience that cannot be replicated anywhere else, even online.
Encouraging customers to interact with the product increases the likelihood that people will purchase it. The product price can even become a less significant factor in the purchasing decision when consumers are provided a unique interactive experience with the product.
Improve future customer experience
A number of retailers place shops or stores where they can experiment and test out different combinations of audio-visual components and lighting design. Retailers can use data derived from point of sale (POS) systems to see if sales have increased or decreased as a result of the changes in the AVL.
Much like heat maps on websites, there are also solutions available which allow retailers to identify which areas of their shop customers tend to stay longer, or linger more frequently in. Sensors can be used to identify and track the customer’s movements. For instance, some business owners place items on sale at the back of their stores to encourage customers to move around the shop before they arrive at the sale section. Data from the sensors can show where products can be placed to maximize visibility.
By experimenting with different audio, video and lighting setups and settings, the customer experience is enhanced. Creating a more unique customer experience encourages people to stay longer, test out products and increases their sales potential.
If you’re interested in learning more, get in touch with us.