Raelee Annett

These days, practically everything in a business is a touchpoint. If it isn’t, it might need to be. This demand drives businesses to look for ways to increase engagement, but not every approach fits the bill. When customers feel like an interactive display isn’t relevant for their needs and preferences, they may stop engaging entirely. The push to introduce greater technology and maintain a high-quality customer experience is a delicate balance calling for the use of the right tools.

Every retailer knows the phenomenon, and its cause isn’t always obvious. It’s the patch of floor shoppers consistently skirt around, observed from a distance and rarely entered. With product gathering dust through multiple inventory cycles, dead zones aren’t just an aesthetic problem. They’re a revenue leak that compounds daily – drips that turn into margins wasted on square footage that’s costing rent to maintain.