The other day I was in Walmart shopping and looking at displays, and a couple interactive displays caught my eye. We work on a lot of interactive, smart home displays, and while we didn’t work on these ones we’re talking about here, I did think they were interesting. They did some things good / great, and I think there are a couple things that could amp them up.
The two displays I saw, I really like. Walmart does a nice job presenting smart home products in a calm, cool and collected manner. Security is handled below with a closed case that is still inviting (lighting) that allows guests to view product boxes. There’s a nice integrated caption strip above the case and below the display for a branding message.
Above the strip, the display sit – one is a Google display and, located elsewhere in the electronics department, is a home wi-fi display. I don’t know if Walmart designed and built these displays or individual brands did, likely Walmart did as the wi-fi one showcases several brands, but they bring a cohesive look and feel. Both displays are punctuated by simple white metal forms and a large back panel graphic.
I love the simplicity and focus on the actual product. The downside is there is too much white space; I advocate all the time for simplicity (and negative space) but these two might take it a touch too far. There is some architecture and surface area on the Google display that could benefit from some product call outs (so guests can associate product with name) or high level information. Regardless, the display successfully leverages its back panel with large type that calls in guests from thirty feet away and beyond.
The wi-fi display does a great job leveraging a video monitor and sound to tell several product stories. The buttons are clearly marked, explaining to guests what they are going to be learning about. I don’t mind the reach and the videos do a nice job of explaining things, with content seemingly created for the display and just just random commercials. The back panel graphic falls down a bit by being not-so-inspiring, and inexplicably there is a large expanse to the left of the screen that could benefit from some whimsy or designedly touches to delight the guests.
Overall two nice simple displays that error on the side of being too simple. But I would rather see that than something overwrought and confusing to guests. Especially in an already confusing category.
Chris Weigand is president of Chris Weigand Design, LLC, a northeast Ohio based retail design consultancy that works with retailers, manufactures and brands to create engaging retail experiences. Chris has worked in retail design for over twenty years, and has worked with over 200 brands and retailers during his career. Contact Chris at 330.858.8926 for more information and to discuss your retail experience needs.