Top 6 Ways to Innovatively Use AV in Retail Stores      

The upcoming 2024 festive season in India promises to be a “boom” time for retail stores. According to the 2024 RBI Consumer Confidence Index, consumer sentiment in India has moved to the ‘optimism” zone and is at its highest level since January 2023. This augurs well for the retail industry and its business profitability.

That said, the “rivalry” between in-store retailers and e-commerce stores continues to rise in anticipation of the upcoming festivities. Retail shops are expressing concern over brands favouring e-commerce channels over physical retail.

In an age of growing retail competition and declining margins, retail stores need to provide a more immersive and engaging shopping experience to attract more shoppers. This is where audiovisual (AV) solutions can improve the aesthetic appeal of retail stores through a range of innovative applications.

Here are 6 innovative ways in which AV can be used within retail stores in India:

1. Interactive displays

Interactive AV displays are an innovative way for Indian retailers to showcase their on-shelf products along with providing product information to interested shoppers. Through interactive displays, retailers can also explain the workings of any product – and how they can be beneficial to consumers.

Besides product information, interactive displays are also useful as:

• “Virtual” dressing rooms for consumers to “try on” their apparel or makeup. India-based Shopper’s Stop is among the earliest adopters.
• Self-service checkouts for consumers to quickly pay and check out their purchased items without any wait time. For example, the self-service checkout kiosk at FreshPik.

2. Digital signages

Another innovative AV solution for Indian retailers is digital signage, which has transformed how retailers can communicate with customers. High-resolution digital signage can easily attract customer’s attention and encourage them to browse products in the retail store.

As a marketing tool, digital signages can displays any sales or discount offers – or a newly-launched product. For example, LG Electronics. Large retail stores can also use digital signages as a “wayfinding” tool to dynamically guide consumers to their interested product section or department. Besides, retailers can use this digital device to update their product pricing dynamically – based on real-time product demand or competitor pricing.

3. Interactive kiosks

Interactive kiosks are an engaging self-service tool for retail consumers to browse for various products – and even purchase them.  Food chain company, McDonald’s has deployed self-ordering kiosks for customers to place their order.

As an example, consumers in a home improvement store can explore the various options for bedroom décor or kitchen cabinets. They can “visualize” how these products will look in their home interiors.

Through interactive kiosks, retailers can gather valuable information about their customer’s preferences. The retail sales team can personalize their “pitch” based on these preferences. 

4. In-store audio advertising

For long, retailers have relied on visual advertising to improve their in-store shopping experience. Along with that, in-store audio advertising can add a new dimension to the consumer’s shopping experience. A June 2023 report found that in-store audio advertising has captured the attention of 41% of consumers. In-store audio also improves visibility for shoppers by 14% – when compared to visual displays.

How is this effective? An engaging audio advertisement (with both voice and creatives) can establish a strong brand identity among retail shoppers. Audio-based ad campaigns are effective for promoting sales during mega festive events in India. Here are some examples of effective audio advertisements in India. 

5. Video walls

With their high-resolution displays and large screen displays, video walls can transform the visual experience within any retail space. Video walls are typically used by retailers to showcase the following:

• Brands – to convey the company’s brand story (or journey) and mission statement in a visually appealing way.
• Products – to showcase visually attractive products such as televisions and jewellery.

Video walls can also combine multiple screens to highlight a “larger-than-life” display to create a compelling narrative. 

6. In-store music

70% of retailers have used in-store music to improve their sales. 63% of consumer’s purchase decisions are influenced significantly by their in-store experience.

Along with audio-based advertisement, in-store music can significantly impact consumer’s shopping behaviour. With a customized music playlist, retailers can create an in-store ambience – in line with their brand image.

In-store music solutions can also create a multi-sensory shopping experience for shoppers, thus building a stronger brand identity and recall. Stores with background music increase their customer’s average stay by nearly 42%.

In summary

Beyond the upcoming festive season in India, audio-visual technology will continue to transform the future of retail. AV solutions are delivering immersive shopping experiences that will transform physical retail stores. That said, retailers must choose AV solutions that align with their business needs and brand identity.

Specialized in AV technology, Resurgent offers a host of AV solutions to its global customers across industry domains. Our retail-specific AV solutions include:

• Digital signages
• Digital wayfinding
• Public address systems

And much more…

Our AV solutions can capture your customer’s attention and make your retail store more unique. If you want to know more, book a consultation with us today.