Retail experts say tech and IT stores should use interactive displays to boost audio sales.
Bryan Roberts, director of retail insights at Kantar Retail, believes the tech channel can learn from music retailers by focusing on interactivity.
“The era of products being picked off the shelf in boxes or from inside display cases is well and truly over,” Roberts told PCR.
“For products such as headphones – where personal preferences and experience are so important – shoppers need to be able to gauge the look and feel of the products.”
He suggested that retailers observe the competition to understand how to improve.
“Go out and see how other retailers do it. A trip to Dixons’ Gaming Bunker or newer iterations of Tesco can give some pointers on what good can look like,” he stated, adding that asking suppliers for advice is also wise: “They too have a vested interest in creating an engaging and immersive retail experience.”
Daniel Todaro, MD of field marketing agency Gekko, also advised retailers to ensure their staff are up to standard.
“It’s key to have well-trained staff who can provide impartial and factual advice about the benefits of the products,” he explained.
“This human element is crucial, and is what many consumers will visit the store for. The ability to have a real conversation with an expert and receive guidance in making a decision is key to consumer engagement.”