Following on from my overview of the Nike and adidas stores in New York, I wanted to take a look at the illuminated features employed by both brands in-store.

Animated displays

Nike have introduced animated video technology and digital signage throughout their store. They have incorporated it into fixtures as well as less conventional areas, maximising high footfall and dwell time.

63% of people report that digital signage catches their attention.

This percentage is significantly higher than TV, Internet and billboard advertising. Retailers are choosing digital signage due to its low cost and flexibility but high impact is the key advantage.

Nike Escalator

For example, Nike have applied a video screen to the underside of their escalators, maximising the messaging in these transitional areas of the store. These screens do not need to be high resolution, the messages only have a few seconds to be read and absorbed.

In contrast, integrating a screen into the product display area attracts attention to one of the most vital sections of the store. Subtlety is important as to not distract from the products too much, however the video naturally draws the eye.

Digital Signage creates an immersive in-store experience, maximising cross sells, upsells and impulse buys by quickly adapting and deploying content in real time.

Product Display

 

In contrast, integrating a screen into the product display area attracts attention to one of the most vital sections of the store. Subtlety is important as to not distract from the products too much, however the video naturally draws the eye.

Digital Signage creates an immersive in-store experience, maximising cross-sells, upsells and impulse buys by quickly adapting and deploying content in real time.

Learn more about our animated graphic displays or Contact us to find out more about animated displays

 

Static Graphic Displays

adidas on the other hand took a much more analogue approach to the design of their store. A mix of materials add imagery to communicate a message in each part of their store. By utilising lightboxes, ambient graphics, coloured panels and collages, they vary communication at different points of the customer journey to maintain interest.

Static Graphic Display

Both brands employ lightboxes to break up product walls, allowing each range to be absorbed, rather than crowded by adjacent ranges. Using a static illuminated graphic allows Nike and adidas can display a much higher resolution image than the animated graphics, attracting attention to key product areas & promotions throughout the store. 

LED Signage

The stats above begin to explore the commercial benefit of illuminated signs. A study found that 83.33% of clients agreed that LED signs measurably increased sales.

The benefit of modern day retail is that reporting can be incredibly granular, with the introduction of new technology within product zones measured in terms of impact on revenue.

At Unibox, we understand all elements of graphic display shown here. We work with leading brands to develop the ideal solution to suit their needs. You can find out more about Unibox and our offering here:

Learn more about LED Lightboxes

Thank you for taking the time to read this - if you want to get in touch or want information about anything we've covered above, feel free: [email protected].