Technology

IoT digital signage leads the way for future of retail in Africa

Integrated digital touchpoints are becoming more common place in South Africa. Provided

November 19, 2021

One of the most recent retail innovations launched in South Africa is Shoprite Group's trial of Checkers Rush, an automated, cashless, cashier-less concept store, according to a press release.

"Leading retailers in Africa are beginning to adopt IoT technologies to improve their products, services, and most importantly, the retail experience they offer their customers. Samsung and Moving Tactics have partnered to deliver integrated technology-driven marketing solutions to a variety of clients that include mobile telecommunications operators, international QSRs to national fashion and beauty retailers," Chris Day, managing drector of Moving Tactics, a digital signage solutions company in South Africa, said in the release. "The store of the future will employ integrated technologies and data, similar to those used online, to tailor the in-store experience to a specific customer."

Electronic shelf labeling

Electronic Shelf Labeling has been around for some time but has over the years progressed and new technologies now offer new capabilities and increased efficiencies. Samsung has developed solutions that provide customers with a more informed shopping experience, according to the press release. Through integrated Near Field Communication technology, store managers can prioritize product updates and provide customers with information to guide their purchasing decisions.

Non-touch technologies

Brands such as Samsung and MTN are designing their stores around non-touch tables and displays so that customers get to interact with products and obtain the information required without physically touching any surfaces.

"Gesture recognition and motion sensor technologies are becoming more commonplace and we've experienced increased interest from clients wanting to implement these innovations in their 'stores of the future,'" Day said in the release.

Telecommunications companies such as Vodacom, Cell-C and Telkom want cellphone display counters where customers can experience dynamic content through physical interaction without touching the products and promotions via motion sensor and gesture recognition technologies.

"Through these innovations, we have been able to gather essential data for retailers on what products and information customers most interact with and, in this way, tailor content on an on-going basis," Day said in the relese. "We've seen an increased interest from brands wanting to employ this technology and we have recently worked with Samsung to employ these same screens and interactive elements in their new flagship stores."

Integrated digital touchpoints

In the larger retail environment, a convergence of digital touchpoints such as point-of-sale screens, touch screen kiosks, convergence area screens, in-store music and large-impact video walls accompany the customer on their journey through the store.

"We have worked with cellular brands in particular to create dedicated end-caps and touch screen kiosks that display promotions and allow customers to interact with a specific device; and these have proven popular with customers," Day said. "The touch screen kiosk becomes your virtual in-store assistant and provides shoppers with an interactive product experience."

Experiencing the IoT in a retail environment

Moving Tactics has worked with mobile telecommunications operators to create in-store real-life scenarios.

"We have previously created in-store gaming centers with focused sound systems for customers to experience the power of 5G. We also incorporate non-touch tables and various other technologies with which consumers can interact 'remotely,' such as adjustable lighting and picking up temperature and weather in the area. Gesture sensor technology has played a big part in us being able to do this," Kevin Bierman, head of digital signage at Moving Tactics, said in the release.

"Clients are always impressed with the impact effective digital signage has on their sales figures and once this effect is seen, retailers are keen to continue rolling out their digital media platforms within their stores to not only benefit their brands but also the experience offered to their customers," Day said.