The effect of interactive product displays on digital engagement: A study of a tech retailer in Kano.
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- NGN 5000
Background of the study
Interactive product displays have transformed the digital marketing landscape by enabling tech retailers to engage consumers in a more immersive and participatory manner. In Kano, tech retailers are increasingly adopting interactive displays—such as touchscreens, virtual reality setups, and dynamic kiosks—to provide detailed product information and enhance user experience. These digital displays offer an opportunity for consumers to explore product features interactively, thereby reducing the cognitive gap between online browsing and physical product interaction (Balogun, 2023). By integrating interactive elements into digital platforms, retailers can create engaging experiences that capture consumer attention and promote prolonged interaction. Enhanced digital engagement through interactive displays has been linked to increased product awareness, higher click-through rates, and ultimately, improved sales conversion (Okoro, 2024). The immersive nature of these displays not only educates consumers about product specifications but also creates a memorable shopping experience that can drive brand loyalty. This study examines the effect of interactive product displays on digital engagement, focusing on the impact of various interactive features on consumer behavior and overall marketing effectiveness in a tech retail environment.
Statement of the problem
While interactive product displays are recognized for their potential to boost digital engagement, there is a lack of comprehensive research on their effectiveness in the context of tech retail in Kano. Retailers often implement these displays without fully understanding how different interactive elements influence consumer behavior and online engagement (Adeniyi, 2023). Issues such as technical malfunctions, user interface design, and varying levels of digital literacy may impede the effectiveness of interactive displays. This study seeks to address these gaps by investigating the relationship between interactive product displays and digital engagement, identifying the factors that drive successful consumer interaction, and proposing solutions to common implementation challenges (Chinwe, 2024).
Objectives of the study:
To evaluate the impact of interactive product displays on digital engagement.
To identify key interactive features that enhance consumer participation online.
To recommend strategies for optimizing interactive displays for tech retailers.
Research questions:
How do interactive product displays influence digital engagement in tech retail?
What interactive features are most effective in driving online consumer participation?
What challenges do retailers face in implementing interactive displays?
Significance of the study
This study is significant as it provides critical insights into the role of interactive product displays in enhancing digital engagement for tech retailers. The findings will inform retailers on effective strategies for using interactive technology to improve customer interaction and boost online sales. By addressing common challenges and identifying best practices, the research contributes to both academic knowledge and practical marketing applications (Uche, 2023).
Scope and limitations of the study:
This study is limited to examining interactive product displays for a single tech retailer in Kano, Nigeria, and does not include other forms of digital marketing or regions.
Definitions of terms:
Interactive Product Displays: Digital interfaces that allow consumers to actively explore product information.
Digital Engagement: The level of interaction and participation by consumers with digital content.
Tech Retailer: A business that sells technology products through digital or physical channels.
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