There has been a growing buzz throughout the retail industry recently that may have planted some high-tech thoughts in your mind. Retail projection mapping introduces flashy, eye-catching motion graphics that can be leveraged to create a visually enticing and interactive shopping experience. But is it a trend with true staying power, like cashless businesses, or will this turn out to be a piece of novelty technology that is remembered only as a Trivial Pursuit question?
The promise around this technology is very enchanting to both owners and customers alike: digitally enhanced products that present an interactive twist on product selection. Speaking strictly in the sense of pure potential, this level of technical engagement could change how we view the storefront and create some sci-fi shopping experiences that are straight out of a sci-fi flick. However, it might not be for everyone.
The Current Impact of Retail Projection Mapping
A number of major retailers have pulled the trigger on projection mapping, including powerhouses Adidas, Nike, and Volkswagen. The way that the tech was employed varies between them. For example, Volkswagen uses theirs to project storylines and images about each model of their current vehicle line. On the other hand, Nike has employed its projection mapping in a more interactive way, allowing customers to design their own sneakers. These are a very short number of examples which demonstrate the versatility that is possible with retail projection mapping.
But this versatility comes at a cost, which must be considered. A basic projection mapping system, such as the one utilized by Volkswagen, can run in the $5,000-$10,000 range, not including support or customizations. As the complexity and amount of customer interactions grow, so does the cost. To employ a Nike-like system, you may be looking at a start-up cost exceeding $50,000. Further complicating matters is the lack of overall data indicating if retail projection mapping promotes business, has no effect, or causes a decline in revenues once the novelty has worn off. This adds difficulty when trying to conduct an assessment of whether or not this is here to stay, and if the impact on revenue is enough to counter associated costs.
Is Retail Projection Mapping a Fad Worth Chasing?
Given the lack of data and the hype that retail stores who have introduced this have been promoting, it’s hard to gauge the staying power of retail projection mapping. The most obvious benefit, gaining the attention of customers through the use of precisely targeted and interactive content, may help drive sales. Or, it may turn your shop into an interactive tourist attraction that sees a ton of traffic, but less activity at the register. Here are a few important points that can help you to consider if jumping into this is worthwhile, or if you should wait for it to mature from fad to staple.
- Content creation. How will you generate and refresh your content? The flashy graphics seen in these systems will require graphic design knowledge on your part, or for you to retain the services of a graphic designer that is experienced in creating eye-catching material for your displays.
- Space considerations. Regardless of if you are projecting images on walls or display panels, you must have sufficient space for these displays. The space must be big enough to catch attention while proving capable of showing your content in a crisp, clear way. This must be distortion-free, and not need resizing to fit a smaller space, as that poses a risk to overall quality.
- Query your regulars. The best way to gauge consumer response to the idea of retail projection mapping is to ask them. It doesn’t have to be a formalized process and may be just as simple as having you or a cashier asking for opinions on the topic at the time of checkout. If you have an email list or an app tied to your POS system, you can leverage that to gather opinions.
- Check the competition. Do any other retailers in your area use retail projection mapping? If so, visit them. How does traffic flow through the store with these in place? Do you notice heavier foot traffic or higher sales at these stores? This can serve as a guide to better determine if these systems are merely a consumer curiosity in your area or are something that has true staying power.
These steps will provide you with enough information to make a clear decision on if this trend is worthy of pursuing. Whether you think retail projection mapping is right for you or need to review other tech options, it’s important to reach out for some expert advice.
Navigate Trends With Professional Help
The concept of retail projection mapping is an interesting one that is starting to gain some traction. The concept, as promising as it appears, does come with a heavy investment of time, money, and development. With the lack of existing data, it’s hard to tell whether or not retail projection mapping is the right retail strategy for your business.
An experienced consultant can walk you through all of the aspects of retail projection mapping systems. They can help you decide if AR is right for your customer base while determining if it matches your store layout. They also understand that this can be cost-prohibitive, and does not have a place in every business. That’s why it’s important to find a partner that can help you navigate the newest retail trends.
When you partner with talech for your retail project needs, we devote our time to identify your business challenges and work with you to apply a high-tech solution that takes advantage of futuristic retail trends. Our goal is to leave you feeling confident knowing the functionalities of your technical solutions provide transcendent experiences and makes you a trendsetter. Reach out to us today to sign up for a demo and to learn more about how talech can be your valued POS partner.
