Further, touchless hand sanitizer kiosks and thermal detection devices help maintain a regular compliance of mandatory daily health checks of employees as well as in-store visitors. Another device built on the same functional and technological framework is a people counter. The device’s 3D sensor allows people counting by detecting heat as they pass the sensor. This further connects to the hand sanitizer kiosk, creating a 360-degree safety environment for customers.
Finding the right signs for each customer
From a marketing standpoint, dynamic and interactive digital signage solutions embedded in the entire health and wellness system provide brands with a way to engage with their consumers digitally for updates, offers, and more. The system increases a brand’s chances of rebuilding connections with
their consumers within physical spaces
by delivering safe, seamless, and integrated brand experiences. Further, it allows retailers to rebuild brand loyalty and advocacy with consumers by providing critical safety information that can change instantly and dynamically at the backend.
Displaying relevant content, running software for loop and demand programs, and providing health and safety tips keeps consumers engaged throughout their retail journey—a vital ingredient for delivering immersive experiences in the post-pandemic era. While health and safety remains a priority in the new normal, consumers are eagerly looking to brands for experiences to make their journey back to retail outlets worthwhile. As both life and shopping are returning to normal, this desire for personalization is further challenging the online shopping surge which emerged in the early days of the pandemic.
While most Canadians say they are now more likely to buy online, this is a golden opportunity for retailers to use the power of experiential retail and build a bridge that will connect brick-and-mortar stores to consumers’ sentiments. That said, accomplishing this will require narration of an aspirational brand story and integration of digital experiences throughout all stages of a consumer’s retail brand journey.
Brands should position themselves as an entity driven by empathy, a sense of purpose, and prioritizing the health and safety of every individual associated with their operations. The key to successfully and safely delivering integrated brand experiences in the post-pandemic world lies in the skillful and strategic use of creativity and technology to connect, captivate, and convert.
Kabir Mudgil, marketing manager for iGotcha Media, is a Google and LinkedIn certified marketer based in Toronto. With more than seven years of agency experience in integrated marketing strategy and account management, he holds a master’s degree in business marketing from Monash University in Australia. He can be reached via email at kabir.mudgil@igotchamedia.com. For more information, visit www.igotchamedia.com.
