Enhancing the Luxury Retail Experience with Digital Signage
Luxury marketing has completely transformed over the last couple of decades, going from the glossy magazine images of the 1950s to the dramatic window displays in the 1960s and 1970s to the runways of the 1980s. Along the way, luxury brands around the world have captivated their consumers with a unique vision of brand exclusivity and scarcity, as well as an unparalleled approach to customer service. Both the pandemic and the evolution of technology have contributed to the modern way of advertising by using digital signage like that from Kitcast. Here’s what you need to know about how it enhances the luxury retail experience.
The Challenge of Digital Signage for Luxury Brands
Before we can understand how digital signage enhances luxury brand advertising, we must first understand how to approach its main challenge. That challenge is being able to continue
to advertise their bespoke products without sacrificing the very essence of their brand, which has traditionally been advertised selectively. With COVID, luxury brands had to determine how to create an online presence that held to their scarcity and exclusivity values, while still maintaining revenue and meeting customer needs.
What Defines a Brand as Luxury?
Customer service is what sets luxury brands apart from the average brand. Excellence in customer service is part of the luxury buying experience, both in person and online. This reinforces the elements of what makes a luxury brand stand out. Because they target a very specific audience, using digital signs is very different than with the traditional retail experience.
How do Luxury Brands Use Digital Signage?
Several top luxury brands have made great use of digital signs, both to attract new customers and to enhance the buying experience for existing clients. For example, Louis Vuitton uses digital signs as a way to let customers explore their iconic trunks virtually, using an interactive digital display. Gucci placed augmented reality mirrors in their stores so that customers could try on clothing virtually. Prada uses immersive digital screens to give users a peek into its runway and products. Another example is Hermes, which uses digital screens to give shoppers an inside look at how their scarves and leather products are crafted.
Other luxury brands have implemented LED canvasses and advanced lighting options that create luxury vibes and feelings in their retail shops. A great example of this is Chanel’s store in New York City, which features a 2,000 square foot video wall that showcases the latest and greatest in fashion from the label. In Singapore, the Louis Vuitton store uses liquid crystal technology in its signage. In Paris, the Tiffany store turns animated window displays into massive art pieces as a way to share what they have in stock. In each of these stores, the digital displays seamlessly combine with the architecture, creating a satisfying and luxurious retail experience.
Another aspect of luxury brands that makes them so special is the highly personalized attention that clientele receive when shopping. Digital signs are used to enhance this experience by giving shoppers access to a specially curated selection of products, based on individual preferences. This lends itself to the exclusive experience that makes luxury shopping so different from the average trip to the mall.
Other ways digital signs are being used in luxury retail stores is to indicate which dressing rooms are open. Many also offer interactive screens that let customers place special orders when their desired size and color isn’t in stock. Other signs allow shoppers to enjoy art shows and light displays while they browse a store. Each display is carefully chosen and scheduled, providing shoppers with the ultimate in luxury shopping.
Taking Luxury Brands Online
The pandemic is a large contributor to the shift to online shopping. Not only does this make luxury shopping more convenient for existing customers, but it also creates an innovative way to reach a wider audience. Not only are shoppers being given the ease of online shopping, but luxury brands can continue to cultivate the feelings of scarcity and exclusivity that makes them so popular. Combining an enhanced online buying experience with an immersive one allows luxury brands around the world to curate their displays in accordance with the essence of their label.
Over the last 50+ years, the luxury shopping experience has evolved and changed with the times and with the advances in technology. As labels continue to explore innovative and exclusive ways to reach their clients, digital signage has emerged as one of the best ways to curate the luxury shopping experience. Not only can luxury brands engage their customers in stores, but they can also reach them in wider spaces online. As a result, such brands continue to stand out as they create extraordinary experiences for their clients and ensure that the legacy of their label also continues.
Feature Photo by The Paris Photographer on Unsplash
