Displays from Elo designed to showcase retailer's entire portfolio to help customers avoid getting shirty when they can't find what they want – reducing the risk of losing a sale due to limited floor space and enhancing the experience
Swedish-based fashion retailer Eton Shirts has seen sales double since installing a range of touch screen displays in its stores designed to provide greater exposure to its portfolio.
The firm, in business since 1928, has more than 500 shirt style variants, of which only around 75 (15 per cent) were able too be displayed in its physical stores – with resellers carrying even less, limiting exposure.
According to the firm, sales opportunities were regularly being harmed due to customers not being able to find a style or particular model they wanted, and were referred to its official website if a style or size was out of stock.
These displays are not only highly visible, they encourage customers to interact with the brand
To tackle the problem, the firm teamed up with Elo, to deploy a range of interactive touch screen displays in stores. Using software from Touchtech Vendo, the store was able to provide customers full visibility of its entire portfolio as well as the ability to place orders instantly in store.
According to Elo, the move helps bridge the gap between the physical and digital retail experience for customers, whilst allowing Eton retailers to be able to offer customers nearly 70 times more options and retain shoppers who are already in-store. Elo said the high-resolution screens are "ideal" for highlighting apparel aesthetics, quality and detail, while giving stores a sleek and modern look.
"With this in-store solution, Eton offers an improved shopping experience giving the customer access to the complete portfolio, regardless of what is physically available in the store," a spokesperson said. "This also allows customers to discover mores styles and complementary products.
With this in-store solution, Eton offers an improved shopping experience giving the customer access to the complete portfolio, regardless of what is physically available in the store
"These displays are not only highly visible, they encourage customers to interact with the brand – including the 85 per cent that might not be featured in stores. Just like magic, and some clever behind-the-scenes programming and design, 90 square meters of retail space becomes in nitely larger, giving customers full, interactive access and the ability to explore Eton’s entire collection."
During the pilot installation in Eton’s flagship store in Stockholm, the sales increase by 10 per cent after only two months, double its original target.
As a result, Eton has announced that it will soon apply this same strategy in other stores and create Eton Express. This new service will take orders created at individual stores and deliver them to customers within that store’s city in an hour.
"No longer is it good enough for designers and sellers to display goods in retail spaces – no matter how clever or eye-catching those displays might be. When you think about it, even the most brilliantly designed and well-displayed fashions simply hang from racks or lay at and too-perfectly folded on tabletops. Plus, with ever decreasing retail space available, having the ability to digitally display additional stock is vital. Today, customers are looking to create a holistic and personalized shopping experience that integrates physical and digital experiences."
Elo Touch Solutions is a retail industry leader with more than 20 million interactive touchscreen installations. The firm has more than 40 years of retail market experience in providing customers high-quality and reliable product designs.