News

Retailers: make customer experience 'more theatrical'

December 19, 2007

A new report from Datamonitor shows that retailers are seeking to win back market share by making the customers' shopping experience more theatrical, with emphasis placed on the sensuous elements of an in-store shopping trip.

"Shop X: where's the store heading?" reports that the next step in the battle to retain customers is to streamline the buying experience, bringing it more in line with Internet shopping in terms of ease and speed of transaction.

New technology will enable digital signage screens to determine the sex and approximate age range of viewers, as well as differentiate between individuals and groups. In the next stage of development, screens will be able to log when people point at a particular product on a shelf and then stream adverts relating to it to the nearest screens.