How can digital signage help shopping centers prosper again?

In recent years, consumer behavior and preferences have undergone significant changes. As a symbol of suburban expansion in the mid-20th century, shopping centers have also experienced similar transformations. According to McKinsey's data, with the rapid development of both online and offline consumption, almost all categories of online consumption data are growing, forcing physical retail centers to evolve and integrate advanced technology to bridge the gap between online and offline shopping.

To respond to the increasing demand for professional experiences from consumers, some shopping centers are improving their brand image. These centers are not merely collections of retailers; they are redefining the traditional concept of shopping centers by creating unforgettable customer experiences.

The Impact of Digital Signage

Today, the influence of digital signage extends beyond advertising: it creates a comprehensive and engaging environment, enhances customer engagement and satisfaction, and builds a bridge between digital-native brands and physical retail experiences. Retop, as a leading LED display solution provider, is dedicated to offering effective digital signage solutions to shopping centers, helping them attract consumers and enhance brand image, with thousands of successful digital signage cases.

Some brands are seeking ways to create tactile experiences for their customers, such as opening temporary stores where customers can interact with products typically only seen online. Digital signage can create a physical environment, allowing brand fans to engage with them, thereby increasing user stickiness.

These temporary retail devices provide unique and immersive experiences, combining the tactile pleasure of traditional shopping with the convenience and novelty of modern retail innovations. By utilizing creative digital signage strategies, brands can successfully create a cross-disciplinary retail experience that bridges the gap between online and offline consumer interactions.

For example, displaying brand social media updates on in-store information kiosks or integrating QR codes into interactive digital directories helps customers access personalized discount information while promoting the combination of promotional activities and user interests. This flexible, unique, and personalized shopping experience will make brand stores increasingly popular among consumers.

Grasp the New Wave of Space Environment

Currently, the physical design and layout of shopping centers are undergoing transformation. They are shifting from predictable collections of stores to experiential spaces that offer a mix of retail, entertainment, and social activities. This involves integrating open and flexible spaces, organizing events, and incorporating interactive displays, giving customers the opportunity to participate in immersive experiences and focusing on shared work and social areas, reflecting modern shoppers' lifestyles. The goal is to create an environment where shopping is just one part of the experience. This shift in design philosophy responds to changes in consumer habits, providing consumers with an experiential space that is not only related to transactions but also to their digital lifestyles.

Deploying large interactive screens within shopping centers attracts customers to participate in brand experiences in novel ways. For instance, Adidas has created an interactive wall in its flagship store that allows customers to view and understand products dynamically. This method positively influences consumer behavior, achieving higher user engagement while improving sales performance (recent surveys have shown that effective use of digital signage can lead to a 31.8% increase in brand sales).

Furthermore, shopping centers can provide a more modern way of spatial navigation through digital signage, offering customers an intuitive and efficient means to understand the complex layout of modern shopping centers. Through interactive digital directories and top logos, consumers can easily find stores, facilities, and events. These digital signs can be updated in real-time to reflect store situations, temporarily close specific activities, and ensure information is always up-to-date, while also helping visitors obtain personalized navigation guidance through touch screens and QR codes.

The rapid growth of online retail media and the enhancement of in-store digital connectivity will bring enormous development potential to physical retail. According to data from globally renowned market research firm eMarketer, in-store retail media spending will exceed $1 billion by 2028, but it will only account for less than 1% of omnichannel retail media advertising spending. The report's executive summary states, "Although most of the current retail media spending is in the online form, over 80% of actual sales occur in physical stores. The emergence of new in-store technologies will create more opportunities for retail media to integrate into offline purchasing paths."

On the other hand, the company notes that challenges remain in the future. It points out, "For retailers who want to launch in-store retail media on a large scale, there are certain obstacles. Upgrading in-store technology is costly, attribution models are complex, and unverified formats may impact the actual user experience."

Overall, the future application trend of digital signage is expected to combine with technology tools such as artificial intelligence (AI) and augmented reality (AR) to help consumers try and experience virtual products. Retop?will continue to play a crucial role in this field, ensuring seamless integration between traditional retail and digital solutions. It is foreseeable that future shopping malls will no longer be limited to shopping but will serve as exploration spaces for communities, culture, and technology.