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their signs to be programmed based on the preferences of
customers that are nearby. Digital signs by companies like
Solchroma Technologies aim to provide an alternative to LED
with sunlight-readable technology. The low-power ambient
lighting provides more placement options and can include six
to eight ads on a single sign.
“Not everyone likes the Las Vegas or Times Square look,” says
Roger Diebold, president of Solchroma. Therefore, the company
is developing signs that are fully reflective in sunlight. Meanwhile,
companies like Ads Reality are combining digital signage with
augmented reality. Even when a store is closed, customers can
stand in front of an Ads-powered window sign and interact
with 3-D characters using a mobile app. With the company’s “AR
Window” product, 3-D characters appear to be inside the store
with the customer. Ads Reality also offers an augmented reality
app that allows you to see what a product like a dishwasher or Mannequins fitted with 2XU athletic attire provide a way for shoppers to
fridge would look in a live camera feed of your home. learn more about the merchandise with a tap of bullet sensors.
Photo: Scala
and access a description of the product displayed on the screen
next to it. Stores can track which sales originate from a lift-
and-learn experience, according to Sullivan. Not only can this
technology increase dwell time in stores, but shoppers can also
take this information and apply it to their online purchases.
“Brick-and-mortar activity could feed online behavior,” Sullivan
says. “We can help with that with different sensors.”

USER EXPERIENCE IS KEY FOR SHOPPERS
As companies continue to implement the latest innovations in
stores, they’ll need to avoid technology overload while keeping
ease of use in mind, according to Phipps. Always consider the
basics, he advises. The ability to find a product, try a product, pay
for a product and leave remains absolutely key.
With apps such as Screenfi’s Instassociate, help for shoppers is a mobile “The ability to find a product, try a product, pay for a product
click away. Photo: Screenfi and leave remains absolutely key,” Phipps says. “Technology for
6. CUSTOMER-ASSISTANCE APPS technology’s sake is frustrating as opposed to anything else. It
Mobile apps such as Screenfi’s Instassociate provide the should be seen as an enabler to retailers as opposed to a threat.”
equivalent of Uber for retail. When customers request assistance Even with e-commerce and advances in tech, customers will
in a particular store department, the app responds and calls keep coming back to stores, notes Phipps.
an assistant over. It also provides useful data for retailers on “The experience of retail is important to many customers,” he
average response time and the degree of activity for various says. “They know they can buy a product from anywhere, but the
sales associates. experience that can be delivered in a store environment simply
can’t be replicated online.”
7. SMART MANNEQUINS
When shoppers touch a sensor patch on a smart mannequin, This article originally appeared on Blueprint, presented by CBRE. Blueprint is an
they can read information about the clothing on a nearby digital online magazine dedicated to telling stories that will make you look at the world of
display. Sensor bullet analytics also enable stores to gain insights real estate from a new perspective.
on customer clothing preferences. The information provides a
feedback loop on favored colors, sizes and features, notes Joe Brian T. Horowitz is a journalist covering business, technology
Sullivan, COO of Scala. and innovation, as well as a contributing editor to “Blueprint,
presented by CBRE.” He has written for numerous publications,
8. LIFT-AND-LEARN TECHNOLOGY AND DIGITAL DISPLAYS including Computer Shopper, eWEEK, Fast Company, NYSE
With lift-and-learn walls designed by companies such as Scala, magazine, ScientificAmerican.com, TechCrunch and USA
customers can lift up items like gaming mice or a pair of shoes Weekend. He is a graduate of Hofstra University in New York.

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