Taking Physical Retail to the Next Level
How can physical retail become more interactive to enhance the in-store shopping experience? We explore some effective interactive technologies that retailers can implement.
Joseph Smyth, Managing Director at VAST:
"Some retailers are going further; by combining shelf-edge automation with AI-powered vision systems, they can now generate real-time insights into shelf availability, automatically triggering replenishment, and reducing out of stocks."
"Now more than ever, retail brands are employing various forms of interactive technology to attract and engage directly with their in-store customers. Easy-to-access ideas include interactive photo booths to give each visitor a branded photo takeaway (we saw a footwear brand do this recently, with one photo being given away every minute), to QR codes and custom tablet apps that allow visitors to browse a far wider range of products than they might have access to.
For brands aiming to draw crowds, large-scale LED screens offer a surprisingly cost-effective solution. These high-resolution displays act as digital canvases, enabling a wide range of experiences – from games to real-time content that can be controlled by gesture.
Other standout innovations include magic mirrors, which use augmented reality (AR) to visually 'transport' customers into new outfits and gesture-controlled content, where shoppers interact with visuals using physical movement. We've even helped produce interactive dance floors and AI-driven experiences such as generative AI (GenAI) art displays that change based on live store data, such as how many products have been sold that day.
Multi-touch tables are an excellent way to engage visitors directly in an experience. Using object recognition technology, it's possible to link physical products to on-screen content, which is triggered each time an object is placed or moved on the table. Crucially, every interactive touchpoint can be measured – giving brands clear, actionable insights into footfall, dwell time, and visitor behaviour.
In short, opportunities for physical retailers to create large-scale and micro moments of interaction are unlimited – and have never been more accessible than they are with the cutting-edge, scalable technologies available today."
www.vastuk.com
Peter Ward, Regional Sales Director UK & Ireland at Pricer:
"Innovation in shelf-edge automation is bridging the gap between the consumer's in-store and online shopping experience. While they expect to be able to use each channel for very different reasons, certain capabilities must show up both in-store and online.
Pricer's latest generation of electronic shelf systems are transforming the aisle into an interactive communications hub. These solutions enable dynamic pricing updates, real-time stock information, and context-aware promotions, providing shoppers with more confidence and clarity throughout their purchasing journey – the very advantages they now take for granted online.
We have also built cloud-based store management platforms that are accelerating these changes by offering retailers scalable, centralized control over in-store operations, from pricing to digital signage, across their entire store estate. This not only streamlines back-office processes but enables a more agile response to customer needs in real-time, supporting everything from campaign launches to stock replenishment.
In-store, these platforms complement the role of staff, reducing the need for manual interventions and allowing them to focus on providing excellent customer service.
Some retailers are going further by combining shelf-edge automation with AI-powered vision systems, which enables them to generate real-time insights into shelf availability, automatically triggering replenishment, and reducing out-of-stocks. The result is a more seamless experience for customers and a more productive environment for staff."
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This article was originally published in A1 Retail magazine in June 2025