Merry digital Christmas!

As the end of the year is here, we’ll take a look at the future. Today, we see digital solutions wherever we look, because electronic media is highly flexible and efficient in communicating up to date information directly to those concerned. We see an increasing number of displays and projectors in the retail and catering business, including my favourite confectionery. Movement tends to catch our attention and electronic displays produce movement. According to recent data from Arbitron market research, almost one third of American customers have made unplanned purchases as a result of information appearing on electronic displays. One out of two customers think that more displays should be used in stores. Current promotions and special offers are the most popular type of information displayed, followed by product presentations. Nearly one half of male consumers would welcome sports news and events on displays located in stores. The above is also true for Europe. One of the biggest and most modern shopping malls opened in London, in November. Over 100 digital displays have been installed in Westfield London, including one with a surface of 60 square meters. As the use of traditional in-store tools has been banned in this mall, even the biggest brands need to rely solely on digital communication. Displays used by Louis Vuitton or Tiffany have been placed in elegant, white surroundings. As customers are moving, the length of messages needs to be adjusted to this fact. Messages can also be adapted to the time of day. For example, coffee brands can promote normal versions in the morning and reduced caffeine versions in the afternoon or the evening.