News

AOPEN showcases retail digital signage at Dutch retail show

April 8, 2013

AOPEN, an electronics manufacturer and digital signage solutions provider, recently joined with Microsoft Windows to showcase new digital communications solutions through a "virtual store."

The collaboration came March 27 and 28 during Retail Event Netherlands, a new trade show aimed at retailers in both the food and non-food sectors, with a focus on solutions in store fixtures and furnishings, automation, money handling, logistics, service, experience and shopper marketing.

AOPEN's live demonstration allowed visitors to walk through a virtual shopping environment, digitally enhanced by information displays, touchscreens, an interactive mirror, a wayfinding kiosk, a transparent display, a self-scan checkout cash register, customer analytics tools and an in-store security solution that combines advertising potential with video surveillance.

In a news release, the company said its solutions allow retailers to extend their online conversations to in-store, by unifying the Web, mobile assets and the retail floor to create targeted experiences for shoppers.

"Screens help remove purchase objections, funnel the decision-making process, speed up sales lead-times and capture customer data and retail patterns," said Gabriëlle Offringa, marketing manager for AOPEN Europe. "Screen media both replaces and complements print-based in-store visual merchandising."

According to the release, research presented during the event shows growing consumer awareness and acceptance of retail technology and digital signage. Q&A Research & Consultancy's study of Dutch consumers identified a top 10 list of key innovations. Self-scan checkout cash registers were the most accepted innovation, with 71 percent awareness, followed by touchscreen information points (49 percent). Forty-four percent of consumers expect to actually use self-scan checkouts, and 37 percent see benefits to them.

But Frank Quix from Q&A warned that continued customer education is critical.

"Consumers will only accept in-store innovations and technology if the retailer guides them and persuades them of the added value and benefit," he said.

Offringa agreed that retailers should embrace the demand for online shopping rather than competing with it.

"Retail is undergoing a huge evolution, with retailers transforming their stores into experience centers. Our message to retailers is to grasp the online sales and marketing potential by combining the two worlds of offline and online. By integrating smart communications with your in-store marketing, you can engage and interact with customers, drive sales and enhance customer service."

Learn more about retail digital signage.