The retail world has gone advertising screen crazy. They are everywhere and in all manner of shops. There was a time when they were confined to supermarket checkouts, now they are deep within the store. Some are just visual, others have sound. Each is a flashy bouncy ‘come on’ enticing you to spend.
I wonder whether retailers are going overboard. Small businesses are under pressure to bring more into their stores and that means that we as a software provider to small business are being asked to link into these screens and provide sales related visuals.
I’m all for intelligent use of IT to drive sales. However, I wonder is small business could differentiate by providing a calm environment. An oasis if you will from the usual noise of retail. If a small business is noticeably more calm than a competitor will customer stay longer and spend more? I am sure that the marketing experts will disagree, in part because they need to be pushing the next big thing to justify their existence and in part because light and colour is more interesting than stillness.
My point is that businesses contemplating these advertising screens need to consider what retail environment they really want to provide before copying the bug boys into the razzle dazzle.
Maybe there is room for calm.