The retail landscape is in the middle of a massive transformation. Shoppers today demand more than just products on a shelf; they crave personalized interactions, seamless transactions and immersive environments. As Mark Coxon, director of strategy and markets at XTG, AVI-SPL, puts it, “Customers expect personalized experiences, easy transactions, and a level of touch in their branded experiences, where the bar for engagement is set higher than ever.” This shift is pushing retailers to reinvent the in-store journey, turning to advanced AV and security technologies to create captivating experiences that build loyalty and boost sales.
From Store Décor to Revenue Driver
Digital signage is no longer just a decorative element. Forward-thinking retailers are unlocking its potential as a dynamic tool for engagement and revenue. For example, Walmart’s move to monetize its in-store screens for advertisers shows how these displays can become powerful media assets. At the same time, innovations like Praevar’s e-ink posters are demonstrating how technology can deliver both cost savings and sustainability.
The real magic happens when audio, lighting and spatial storytelling converge. Brands like Mercedes-Benz are leading the charge by synchronizing their mobile, web and showroom AV to deliver a unified, premium customer experience. This integration of technology creates an ambiance that captivates shoppers, turning a simple visit into a memorable brand interaction. As Stephen Glancey, global digital experience practice leader at Diversified, notes, these efforts deliver unified, premium experiences that feel nothing short of extraordinary.
Market Growth and Strategic Investments
The pro AV market within retail is a significant force. According to Sean Wargo, vice president of market insights at AVIXA, retail represents a $22.9 billion global market for pro AV, projected to grow at a 4.5% CAGR from 2025 to 2030. While recent economic pressures have slightly tempered growth, the long-term outlook remains strong. Retailers understand that investing in engaging storefronts is crucial for attracting customers, creating a cycle where technology drives spending, and spending justifies further tech investment.
Our own research shows a mixed but hopeful outlook. While a majority of integration firms forecast marginal revenue changes for 2025, many see immense potential. Bryan Meszaros, CEO of OpenEye Global, states, “The demand for technology to create meaningful in-store experiences is only increasing.” Success hinges on moving beyond outdated formulas and embracing innovation.
The Power of Experiential Technology
Experiential technologies like AI, AR and interactive digital signage are at the forefront of this retail revolution. TV displays, audio systems and interactive kiosks are among the most requested technologies by retail clients. These tools allow for “phygital” experiences that blend the digital and physical worlds, offering personalized content and tracking consumer journeys from online to in-store.
AI is also revolutionizing retail security, transforming passive monitoring into proactive threat detection. AI-powered systems can flag unusual behavior, monitor queues, and even detect slip-and-fall incidents, improving both safety and operational efficiency. As Jeff Wasden of Security 101 explains, this technology fosters better collaboration between loss prevention teams and law enforcement, creating safer environments for everyone.
However, integrating these advanced systems is not without challenges. Misaligned expectations, siloed departments and a lack of strategic planning can hinder success. The key is to treat AV not as a one-off project but as an integrated platform with clear KPIs tied to business goals like sales lift, dwell time and operational savings.
The Future of Retail
The future of retail belongs to brands that can seamlessly connect immersive AV with measurable business impact. By leveraging audio, lighting and visual storytelling, retailers can create unforgettable in-store experiences that build lasting customer loyalty.
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