In this context, interactive screens and displays have become key to transforming the way brands connect with their audience at the point of sale. From digital window displays to immersive in-store solutions, audiovisual technology is redefining the consumer experience, making physical retail compete on a par with the digital environment.

Alvaro Amar, general manager and founder of the Chilean company Lapshop, provides his vision on how screens are transforming retail: "The screens are having different uses. Some are directly for transactional offers, but there is a growing trend to generate interactive experiences through larger format screens. Through gamification or different applications, we interact with customers looking for better engagement. For example, in a sports store, you could put a screen with an interactive system to create a soccer game where the customer can win a discount.

What customers of solution providers are asking for most nowadays, in general, are LED displays in large stores, especially on pillars, checkout counters and in sections such as perfume stores. In addition, there is a strong presence of these technologies in store entrance portals.

On the other hand, self-service kiosks have found their place in retail, especially in the case of self-checkout, but, as Alvaro mentions, "although the kiosks are installed, I still don't see a real engagement on the part of customers", thus making interactive catalogs not yet achieving such a powerful impact. 

The impact of displays on the customer experience

Displays in retail have gone from being simple informational tools to becoming an essential part of the shopping experience. A recent study shows that 70% of consumers say that digital screens capture their attention more than traditional posters. In addition, their strategic use can influence the purchase decision, increasing up to 30% the engagement with the product.

Some of the most innovative applications include: 

• Interactive showcases: High-resolution LED displays that react to the user's movement. 

• Information and self-service points: Digital kiosks that allow consulting product availability or promotions in real time. 

• Immersive experiences: Immersive projections and augmented reality to show products in different environments or customize them according to the user. 

Lapshop, for example, carried out an innovative installation in Hyundai's main showroom in Chile, highlighting the concept of interaction in its exhibition. 

It is an example of technological application, since the images of the car on display are modified according to the customer's interaction, thanks to the flexibility of having a digital background. The screen, which measures approximately 3.2 meters by 2 meters in 16:9 format, allows easy reuse of content previously generated for other media, which facilitates the automation of processes and streamlines the customer's marketing campaigns. 

The interesting thing about this installation is that the car is equipped with sensors in the doors, the trunk and the electrical or fuel filler flap, among others. Thus, when the salesperson or customer interacts with the vehicle, the screen content adapts to the action. For example, when the driver's door is opened, a video about the vehicle's safety features is played. When opening the rear door, the display shows information about the cargo space, highlighting the functionality of the folding seats. In addition, when interacting with the electric charging part, the focus on sustainability is highlighted. 

This system not only enhances the user experience, but also offers a dynamic and engaging way to communicate the car's features, using technology to reinforce the interaction between the customer and the product, and can continue to be reused when changing the model of the car on display. 

Retail phygital: merging the physical with the digital 

The concept of phygital retail has gained relevance in recent years. It is about integrating the best of the digital world with the physical experience, providing more dynamic and personalized interactions. In this sense, interactive displays allow from virtual product testing to the use of artificial intelligence to offer real-time recommendations based on customer preferences. 

This phygital concept not only seeks to attract the consumer, but also to enrich their physical experience with digital elements that involve them in a creative and immersive way. Consumers, today more than ever, are looking for a seamless experience between the physical and digital worlds, so brands must adapt to this new behavior. By implementing this approach, stores are able to offer a continuous and personal point of contact with their customers, which goes beyond the simple purchase and becomes a memorable experience. 

"Today, the in-store experience is more about creating awareness and visibility. The customer sometimes buys personally, but the digital experience helps in other ways, delivering information or generating interest in a product that then purchased online. AV technology in retail is clearly more and more in use every day, it is already a standard to create that kind of interaction. Currently it does not open a store if you do not have, for example, digital signage as a minimum requirement, "says Alvaro. 

How AV boosts engagement and brand loyalty 

Beyond capturing attention, audiovisual technology in retail has a direct impact on customer loyalty. An engaging and well-executed visual experience not only enhances brand perception, but also encourages in-store retention and reinforces brand recall. In fact, consumers tend to return to stores that have offered them a differentiated experience. 

In addition, retailers are combining displays with sensors and data analytics, allowing them to measure customer interaction in real time and adjust strategies based on their behavior. There are, for example, displays with built-in analytics, which help brands to better understand their audience and optimize their communication strategies. 

The future of retail is experiential 

Retail is not just about selling products, but about creating memorable experiencesthat connect with customers on a deeper level. Digital screens and displays are no longer an in-store fixture, but an essential element to engage, inform and inspire the consumer. With the integration of new technologies and the evolution of phygital retail, brands that bet on audiovisual innovation will be one step ahead in the preference of the new consumer. 

"Where is this industry going? I think we will start automating the generation of content, something in which AI is being used little by little. More work will also be done on the exhibition of that content, so that it is not like a movie production, put together a playlist and that's it, but rather it will be more automated and faster to arrive in order to streamline self-marketing," Álvaro concluded. 

If you want to learn more about how AV technology is transforming retail, don't miss InfoComm Latin America 2025, where leading manufacturers and integrators will present the latest trends and solutions for the commerce of the future.Come chat with Alvaro and his team at booth #122!