The retail sector is constantly adapting, with bricks and mortar stores taking on a new role in the buying cycle. With customers heading in-store during the consideration phase after researching online and heading home to buy online, industry insiders anticipate a growing role for digital displays in shaping customer experiences.
Speaking with Phil Gaut – Senior Director, Professional Display, Samsung Australia, retailers are looking for hybrid retail solutions that help Attract, Engage, and Transact customers consistently between online and offline stores.
To him, Professional Displays can act as a bridge between online-offline-online buying behaviours, delivering messages and experiences to a captive audience that combines the immediacy of online shopping with the personalisation and interactivity of in-store engagement.
Meeting Shifting Consumer Sentiment with Smart Displays
Recent consumer sentiment insights highlight that consumer confidence in Australia is gradually recovering, with an increasing number of Australians more willing to spend on non-essential items now than in the earlier half of 2024.
This growth in spending potential aligns with data indicating that brick-and-mortar shopping continues to hold a strong appeal, as 76% of Australians report shopping in-store at least once a month.
Mr Gaut's advice on using Samsung's Pro Display solutions to help attract, engage and transact with customers in-store reflects current consumer sentiment trends.
"At Samsung, we take our responsibility as a supporting engine behind retail businesses in Australia seriously. We know our displays are more than screens; they are the way in which brands tell their stories, capture customer attention, improve productivity for staff at both a head office and in-venue locations, and empower employees," said Mr Gaut.
Image simulated for illustrative purposes.
"When you have a customer in your store, that shopper is a captive audience who, by walking into your store, has expressed an intention to engage with your brand. They are also distraction free when in your store, unlike when they're shopping online.
"Now is the time for retailers to recognise Professional Display solutions as simple and effective tools that can tailor in-store experiences to drive meaningful engagement and loyalty with that shopper to drive revenue," Mr Gaut continued.
From outdoor LED large format displays, to Dual Window Displays, Interactive touchscreens and Stretch banner displays; Samsung's range of Professional Display Solutions enable retailers to create captivating in-store retail environments that drive customer engagement and ultimately, convert revenue.
"Our brand has been leading the global market in digital display signage for 15 years because our range is continually optimised to respond to market needs like this," Mr Gaut added.
Attract: Drawing Customers In
For today's retail stores, attracting foot traffic is more competitive than ever. Yet, as of days gone by, the rules of luring window-shoppers in-store remain the same.
"Every front window needs a message or a product that inspires the customer to want to know more about what's inside the store. Previously, brands had to contend with a static physical display such as a poster or scene that sent a single message at a glance," Mr Gaut said.
"Today, dynamic display solutions can capture and hold a customer's attention for minutes at a time, with branded movies, various instore promotion messages, or even product demonstrations."
For this reason, Samsung's Pro Display solutions offer ultra-bright displays in various sizes to enable brands to broadcast attention-grabbing messages that pull potential customers in from the bustling streets.
This includes Samsung's dual-window display solutions, the OMN-DS Series, and the 75" OMA Window Display, both of which offer high brightness and vivid colours visible in direct sunlight. These displays allow retailers to simultaneously broadcast content facing outward to attract passers-by and face inward with a different promotional message to engage those already in the store with a reason to buy now.
"The OM75A model, part of our window signage range, is crafted to catch attention with incredible colour and brightness, ensuring it remains visible even in bright sunlight," says Phil Gaut, Senior Director – Professional Display, Samsung Australia.
"It's perfect for displaying promotions and key offers that pull customers from the street into the store."
Samsung's outdoor LED displays, such as the OHB Series, are similarly designed for high visibility in various weather conditions, delivering quality visuals with consistent performance.
These displays provide retailers the flexibility to promote their brand, spotlight products, or share real-time promotions, ensuring they capture customer interest even before they step inside.
Engage: Enhancing the In-Store Experience
Once shoppers enter the store, Samsung's Pro Display solutions support retailers in keeping customers engaged through dynamic, interactive content. Large-format displays such as Samsung's 'The Wall' (IFR and IEA series) is a powerful visual tool that delivers high-resolution content that encourages customers to explore further.
"Our large-format LED displays offer incredible flexibility and visual quality, helping retailers create immersive, memorable in-store experiences," Samsung highlighted.
Positioned strategically around the store, these displays can be used to guide customers on a journey through promotions and product displays, keeping their focus on the shopping experience.
Interactive displays play a key role in boosting customer engagement, with the ability to personalise content in real time attractive to consumers browsing with an intention to purchase. Samsung's touch displays are built with a responsive, user-friendly design that allows customers to engage with product ranges (colours, sizes, specs, prices), browse product information, or even explore brand stories. Powered by Samsung's Tizen Operating System, these displays provide fast and stable playback, making them reliable tools for seamless content delivery.
"Samsung's interactive displays offer a flexible and immersive experience that can tailor content to the needs of the customer to effectively drive a sale," Mr Gaut explained. "These displays help keep consumers engaged, supporting on-ground sales assistant staff and promoting self-sufficiency amongst consumers who are used to browsing alone online. At the same time, retailer staff at head office are able to dynamically update content and push real-time promotions in-store, creating a personalised and memorable shopping experience."
Transact: Converting Interest into Sales
The final phase of Samsung's in-store engagement strategy focuses on converting interest into purchases. Pro Display solutions positioned at checkout points feature tailored messaging designed to prompt last-minute purchases, encourage upselling, and suggest complementary products. Samsung's high-brightness displays, with selected models reaching up to 700 nits, ensure that content remains clear and vibrant under virtually any lighting condition, a valuable asset in maintaining customer attention in busy checkout areas.
To further support transaction opportunities, Samsung's displays integrate with Samsung's VXT content management system (sold separately), which allows retailers to manage and update in-store messaging across multiple displays remotely. This flexibility ensures that retail teams can seamlessly push promotions, inform customers of upcoming events, and maintain updated product information from a single platform.
"Displays at checkout can be a powerful tool for encouraging upsell and cross-sell opportunities, reinforcing purchase decisions, and maximising transaction value," Mr Gaut noted.
"Through customised messages at the point of sale, retailers can give customers relevant suggestions that make the shopping journey more valuable for both sides. Signing up to loyalty programs; spending a few extra dollars more on impulse items to unlock more value; reminder of an upcoming sales event for the customer to return to."
Why Samsung: A Proven Leader in Pro Display Solutions
With over 15 years of leadership in LED signage and interactive displays, Samsung's Pro Display solutions stand out for their industry expertise and comprehensive support, encompassing digital signage, kiosks, LCDs, and a wide range of interactive options tailored for retail.
Samsung's solutions extend beyond displays, offering additional infrastructure support like air conditioning and content management platforms to create a complete, technology-driven retail ecosystem.
"Samsung is uniquely positioned to support retailers with bespoke solutions, proven reliability, and local market expertise," Mr Gaut highlighted. "Our B2B innovations are more than just hardware; they are comprehensive, integrated systems that provide the end-to-end technology retailers need to deliver immersive, dynamic in-store experiences."
Samsung also offers robust operational support, including a three-year warranty for certain display models, giving retailers confidence that their in-store solutions will continue to perform and provide value.
Looking Forward: Embracing In-Store Digital Transformation
In a rapidly shifting retail landscape, Samsung Australia's range of Pro Display solutions are a key enabler for physical retail stores to capture, engage, and convert shoppers in real-time.
With Pro Display solutions, Samsung sees a future where physical stores act as media channels, delivering engaging content that informs, entertains, and converts. In this digital-first era, Samsung's displays provide retailers with the tools to create a compelling, future-ready in-store experience.
"The modern retail landscape is about creating value for customers through innovative, digitally powered experiences."
"Retailers who leverage Pro Display solutions are not only enhancing engagement but are also positioning themselves as leaders in customer experience, ready to capture a growing audience of engaged and informed consumers," Mr Gaut concluded.