‘Digital screens and kiosks are driving shopper engagement’

A new report has revealed that nearly two-thirds of shoppers enter a store without a specific purchase in mind, looking to be inspired by retailers that create the ideal ambience through digital screens and interactive kiosks.

Mood Media’s 2023 In-store Customer Trends research, which surveyed more than 8,000 participants globally, advocates that retailers should showcase their full product offering and personalisation options through smart digital screens.

The report found that consumers are increasingly seeking enhanced interaction with retailers through digital signage and interactive kiosks, as it facilitates exploration of a brand’s complete product offering and personalisation options.

According to the research, in-store messaging such as videos prompts nearly 40% of people to make a purchase, while 43% are reminded about a purchase they were considering.

This behaviour increases when content is visually appealing. For those who notice inspirational video content on screens, 77% are encouraged to explore and potentially make a purchase.

Screens were also found to be vital for bridging the in-store and online experience. Beyond the shop floor, 75% of respondents were interested in using QR codes to discover more about a product or product line. Nearly three in four (73%) shoppers also expressed interest in using their smartphones for guidance within a store.

Linda Ralph, Mood Media’s international senior vice-president, said: “Savvy retailers have known for some time that creating the right atmosphere is essential in attracting customers to their stores and increasing dwell time.

“Our research underlines the huge opportunity that exists to increase sales and encourage return visits by presenting impactful content using digital screens and interactive kiosks to empower customers to explore a retailer’s full range and personalisation options.”