Brookstone shows future of store displays

Brookstone’s new store display should appeal to its gadget-loving customer base.

The specialty lifestyle retailer, known for its assortment of futuristic gizmos, is introducing dynamic digital retail displays at its Pheasant Lane Mall store in Nashua, New Hampshire. Brookstone plans on rolling out the displays in major locations throughout 2016.



Partnering with Toshiba and digital signage developer Scala, Brookstone created an interactive store experience that serves customers digital product information whenever they approach or pick items up.



As the customer approaches the digital display screens, a video will play dynamic content related to the product displayed at that station. Once at the display fixture, the shopper can visually review the products available.



When a product of interest is identified, the customer will be instructed via video to lift the product to learn more. After the customer picks up the product, the display screen will begin playing content that is specific to that product.



"Interactive digital signage is the future of retailing," said Brookstone CEO Tom Via. "It gives customers everything they love about seeing and trying a product in person, and adds the in-depth digital content they've come to expect by shopping online. This added information is essential to the purchasing process."