RETAIL ENVIRONMENTS: GET READY FOR THE 6TH SCREEN
The “screens concept” has been around for awhile. First came the one-way screens, at the movies followed by TV. Then came interactivity via the computer screen, followed by the mobile phone or PDA. And more recently digital touch-screens are popping up everywhere, earning the official position as screen #5.
What’s in a screen? A screen is a user interface that gives a brand a way to display brand messages, to create branded interactions with customers, to invite those customers to engage, and encourage them to participate with the brand in some way. Screens play different roles at different stages of the customer journey, pre, during and post. And increasingly, shoppers expect retailers to deliver an experience across all screens that’s seamless and coordinated.
If you track with that logic, we would argue that there’s even a sixth screen.
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