Retail is evolving at an accelerated pace, driven by the need to offer more engaging and personalized experiences to customers. 

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

Álvaro Amar, general manager and founder of the Chilean company Lapshop, shares his insight on how screens are transforming retail: "Screens have different uses. Some are directly related to transactional offers, but there is a growing trend to create interactive experiences through larger format screens. Through gamification or different applications, we interact with customers to achieve better engagement. For example, in a sports store, a screen could feature an interactive system to create a soccer game where the customer can win a discount.” 

What customers of solution-providing companies are asking for more today, in general, are LED screens in large stores, especially on pillars, behind checkout counters, and in sections like perfume aisles. Additionally, there is a strong presence of these technologies at store entrances. 

On the other hand, self-service kiosks have found their place in retail, especially in the case of self-checkouts, but as Álvaro mentions, "although kiosks are installed, I still don’t see true engagement from customers," making interactive catalogs not as impactful yet. 

The Impact of Screens on the Customer Experience 

Screens in retail have evolved from simple informational tools to an essential part of the shopping experience. A recent study reveals that 70% of consumers say digital screens capture their attention more than traditional signs. Moreover, their strategic use can influence purchasing decisions, increasing product engagement by up to 30%. 

Some of the most innovative applications include: 

• Interactive windows: High-resolution LED screens that respond to user movement. 

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

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

Lapshop, for example, implemented an innovative installation at Hyundai’s main showroom in Chile, highlighting the concept of interaction in its exhibition. 

This installation is an example of technological application, as images of the car on display change based on customer interaction, thanks to the flexibility of having a digital background. The screen, measuring approximately 3.2 meters by 2 meters in 16:9 format, allows easy reuse of previously generated content for other media, facilitating process automation and streamlining the client's marketing campaigns. 

What’s interesting about this installation is that the car is equipped with sensors in the doors, trunk, and electric or fuel cap, among others. This way, when the salesperson or customer interacts with the vehicle, the screen content adapts to the action. For example, opening the driver's door plays a video about the vehicle’s safety features. Opening the rear door displays information about the cargo space, highlighting the functionality of the foldable seats. Furthermore, interacting with the electric charge section emphasizes sustainability. 

This system not only enhances the user experience but also offers a dynamic and attractive way to communicate the car’s features, using technology to reinforce the interaction between the customer and the product, and it can continue to be reused when the displayed car model changes. 

Phygital Retail: Merging the Physical and Digital 

The concept of phygital retail has gained relevance in recent years. It integrates the best of the digital world with the physical experience, offering more dynamic and personalized interactions. In this sense, interactive displays allow for everything from virtual product trials to the use of artificial intelligence to provide real-time recommendations based on customer preferences. 

This phygital concept not only seeks to attract consumers but also to enrich their physical experience with digital elements that envelop them in a creative and immersive way. Consumers today, more than ever, seek 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 continuous, personal points of contact with their customers, going beyond simple purchases and creating memorable experiences. 

“Today, the in-store experience is more about awareness and visibility. The customer sometimes makes a purchase in person, but the digital experience helps in other ways, delivering information or generating interest in a product that they later purchase online. AV technology in retail is clearly used more and more every day; it has become a standard for creating such interaction. Nowadays, a store won’t open if it doesn’t have, for example, digital signage as a minimum requirement,” Álvaro details. 

How AV Enhances Engagement and Brand Loyalty 

Beyond capturing attention, audiovisual technology in retail directly impacts customer loyalty. An attractive and well-executed visual experience not only improves brand perception but also encourages customers to stay longer in the store and reinforces brand recall. In fact, consumers often return to establishments that have offered them a differentiated experience. 

Moreover, retailers are combining screens with sensors and data analysis, which allows them to measure customer interaction in real time and adjust strategies based on their behavior. For example, displays with integrated analytics help brands 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 experiences that connect with customers on a deeper level. Digital screens and displays are no longer just accessories in the store but an essential element to attract, inform, and inspire consumers. With the integration of new technologies and the evolution of phygital retail, brands that invest in audiovisual innovation will be one step ahead in the preferences of the new consumer. 

“Where is this sector headed? I believe that content generation will start to be automated, something that AI is gradually being employed for. There will also be more focus on how to showcase that content, so it’s not like producing a movie or putting together a playlist and done, but rather more automated and faster to deliver, streamlining automarketing,” concluded Álvaro. 

If you want to learn more about how AV technology is transforming retail, don’t miss InfoComm Latin America 2025, where top manufacturers and integrators in the sector will showcase the latest trends and solutions for the future of commerce. Come talk to Álvaro and his team at booth #122! 

This article was originally written in Spanish by AVIXA Español