TechnoVM: The New Edge in Communication

Innovation is making the business of living more effortless and unstrained, whether it is through mobile phones, the Internet or other electronic appliances. But desires are never ending, and customers increasingly need more of handier technologies. They have become so captivated by technology that everywhere they go, whatever they do, they need them to be there to create an interactive atmosphere -- whether it be watching a movie or shopping. That's precisely how technology has found its ways into retail stores. That present situation is one in which such technologies are being deployed to add a cutting edge to Visual Merchandising. Welcome to the world of TechnoVM.

To understand how technologies are aids to the practice of enticing customers, it is required to comprehend the meaning of Visual Merchandising. I perceive everything that meets the eye of a customer – from the exterior to the last wall, from ceiling to floor of the store – as a part of VM. The way merchandise is displayed, SKUs (stock keeping units), colours and sequence blocks, lighting, windows, mannequins – everything is VM.

Today, the aim of VM is not only to beautify the store but also to make shopping easier for customers and portraying an unprecedented image of a retailer. Which begs the questions, what's next, what can make a store distinct? Here come the new tools of VM apart from colour, lighting, texture, mannequins and other traditional aids to engender the much-used 'wow effect'. Here are some technology applications that are being used:

Digital Signages & High Definition Screens: Digital media is more effective than traditional indoor banners simply because it is more focused; a retailer can tweak the materials to suit the target audience in a mall. A study conducted by Mintel in US shows that “customers visit stores with digital media twice as often as stores without it, spend an average of five per cent more time in stores with digital media and spend 10 per cent more money in stores with digital media. Also, the impulse purchase rate was twice the normal." Furthermore Plasmas, LCDs, HDTVs etc have replaced the TV sets. Though the utility is still same, crafting an interactive and movable media (display) create enlivened vibes in the store.

Here's An Example:

The overall mood of a Victoria's Secret store is created by displaying vertical flowing petals and live fashion show on the walls using large screens. The glimpse of live fashion show, which is their brand identity, is the aid to the tools to create an ambience that speaks to their target customers.

Mobile Technology (SMS/ Bluetooth): New technologies enable advertisers to integrate SMS features into their signage displays. Each signage inside the store is tagged with a unique SMS code. Promoted by the ad, the consumer is immediately sent a message that could contain pricing information, product details or store near by him or her. Bluetooth also provides a way to connect and exchange information between devices like personal digital assistants (PDAs), mobile phones, laptops, digital cameras and video game consoles. Bluetooth in a retail store allows the customers to gather additional information about products. Shopper can now download music, play video games, watch movie trailers. Signages can send digital coupons to cell phones and soon they may even start addressing customers by name as they did in Steven Spielberg's 2002 futuristic film, Minority Report.

Nokia came out with its coolzone technology in 2005, allowing retailers to put a base station in the store and bring specific content to consumer with Bluetooth-enabled phones. With coolzone, retailers like music stores, phone shops and cinemas can offer promotional or paid content to the customers.