Lift-and-Learn Technology: The Future of Digital Signage in Retail

Nearly half (49 percent) of U.S. retailers are using store intelligence technologies (including artificial intelligence/machine learning, cameras, etc.), with the number continuing to grow as technology continues to evolve. And one concept that's gaining traction is sensor technology, which could enhance the in-store experience for brands, retailers and consumers.

As retailers, in conjunction with brands, think of ways to improve the customer experience to drive more revenue, they’re leveraging the latest in digital signage technology to create surprising and intuitive shopping moments. Sensor technology is one area that can turn physical product interaction moments into immersive digital education and engagement opportunities.

So how does it work? Say, for instance, a shopper picks up a shoe. A carefully placed and designed digital screen receives sensor motion data and automatically displays information about that specific shoe: its material, the sizes available, its price and whether it’s on sale, if it’s in stock at this location or other stores, if they can purchase in one location and have it shipped to home, etc. Easy and simple for the consumer to gather more information, and for the retailer to have information on hand. This is a basic example that retailers and brands can obviously expand on for specific use cases or needs. Think of further integration with loyalty apps and QR codes to save products to wish lists or carts. The possibilities are only limited to the imagination.

How should retailers utilize this technology? Let’s take a look.

The Basics: What is Sensor Technology?

Sensor technology refers to devices that can detect changes in the physical environment — e.g., motion, proximity, touch or lift — and translate them as triggers for specific actions. Sensors, in relationship with digital signage, help connect physical interactions with digital responses.

For example, when a product is lifted or moved, or a hand passes into the field of view, sensors (such as RFID tags or LiDAR sensors) trigger relevant content on nearby digital displays. A simple lift might reveal detailed product guides, user manuals, or customer reviews. When multiple items are picked up, the screen can display a side-by-side comparison. These interactive features create an engaging, informative and personalized shopping experience that ultimately boosts sales and improves customer satisfaction.

The technology, while gaining traction, is still being widely tested amongst brands, with Kiehl's, Dove, and Saatva having adopted it. It enhances the retail experience by linking physical products with digital content, making it easier to engage the shopper while providing information on the spot, without needing a store associate.

The Benefits of Product Interactivity

Shoppers are inundated with digital signage everywhere they turn — walking down aisles at the supermarket, crossing streets and interacting with digital-out-of-home displays, etc. Retailers that fail to embrace smarter, more interactive forms of digital transformation risk overwhelming rather than engaging their customers. The key is to integrate digital touchpoints in ways that feel natural, useful and nonintrusive.

Consider the customer journey. When a shopper engages with a product for the first time, they're looking for more information. How does it work? What are the benefits? What do people say about it? Sensors can add a level of interactivity that aids in answering these questions in one simple action. The interactive approach transforms passive browsing into an active discovery process, where customers can directly interact with products to unlock detailed information, demonstrations, and complementary recommendations. As retailers continue to utilize data and technology to create personalized experiences for shoppers, this deep level of engagement with physical products is invaluable in a retail landscape where consumers seek more than just transactions; they desire memorable and educational interactions.

Additional benefits include:

• Improved Information Accessibility: Customers no longer need to search for sales associates or struggle to read small labels. All the information they need is instantly available at their fingertips.
• Personalized Experiences: The ability to tailor content to individual interactions creates a sense of bespoke service, making shoppers feel understood and valued.
• Increased Sales Conversion: Well-informed shoppers are more confident in their purchasing decisions. By providing comprehensive details and addressing potential questions on the spot, retailers can reduce buying hesitation and boost conversion rates.
• Data Collection and Analytics: Lift-and-learn systems can track which products are being lifted and for how long, providing valuable insights into customer interest and behavior, which can then inform merchandising strategies and inventory management.
• Integration With Loyalty: Utilizing screen content that allows customers to add to wish lists or send to friends via QR codes or other mechanisms.
• Reduced Staff Burden: While not replacing human interaction, the technology can answer many common product questions, freeing up sales associates to focus on more complex customer needs or high-value interactions.

The Future

Ultimately, the adoption of sensor interactivity empowers retailers to create a distinctive brand identity and solidify their position as leaders in delivering exceptional customer value. Furthermore, it creates memorable experiences that shoppers will tell their friends and families about. Sensor technology is transforming retail spaces into dynamic, intelligent environments where every product tells its own story, creating an immersive, informative and, ultimately, more profitable shopping journey for both retailers and their customers.

While the technology is still in the early stages of adoption, I anticipate a growing trend among both established retailers and emerging brands to incorporate this concept into their brick-and-mortar stores in the coming months. Adoption will likely be driven by a recognition of its potential to transform the in-store shopping experience, offering a more engaging and informative interaction for consumers. As the technology matures and becomes more accessible, its widespread implementation will likely lead to a new era of interactive retail environments, bridging the gap between physical product discovery and digital information.

Chris Foster is executive vice president of product and technology at DEEL Media, where he leads a team building and evolving digital signage solutions that power tens of thousands of screens across three continents.