My own crazy year and lots of discussions had already told me that retail is now finally, really starting to integrate digital signage into store presentations in meaningful ways. But a day spent at Canada’s premium shopping mall – in terms of the mix of retailers – really confirmed things are moving.
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I was at Yorkdale in suburban Toronto for several hours, and had a chance to walk the newest area – which is airy and clutter-free, and lined with high-end stores that almost all have significant digital screen usage.
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Yorkdale is one of those malls where retailers put in flagships – so the budgets and level of attention are indeed higher. But the way screens are being applied in various stores suggests digital is not a one-off thing just for flagships. Walk around the “older” parts of the heavily renovated mall and you also see screens everywhere.
I think the combination of better screen technology and much narrowed bezels, along with an understanding among retail designers about how to apply this technology, is really starting to make a difference.
Is it all done well? No.
You see, even on video walls, great technical execution hampered by re-purposed video that’s blown up and softened, projections that aren’t bright enough, and content that looks like it was available, as opposed to purpose-designed.
On the other hand, this was my first look at a Microsoft store, and the use of digital screens everywhere is fantastic (though it’s almost funny how obviously they were “inspired” by Apple stores).
But I got every sense digital at retail is moving beyond the one-offs. If you are a digital signage/in-store digital nerd, Yorkdale is worth a visit. Though maybe wait ’til January. Holiday foot traffic is something like 2,000,000 in December.