mood-media-lux

How to appeal to a new luxury customer

Mon, 13 Apr 2026 13:10:20 GMT

How to appeal to the new luxury customer

Can brands appeal to the new generation of luxury customers without alienating their established base?

Mood Media’s Head of Creative Barry McPhillips shares his insights into how both heritage and hypebeast brands are navigating this question and shaping their in-store experiences in response

New Generation, New Expectations

How do we define today’s luxury customer?

The traditional customer base for heritage brands is still a powerful market segment; these shoppers value loyalty, personalised service, emotive in-store experiences, and purchases that make them feel special.

But a new generation of luxury shoppers is disrupting the status quo.

“Their expectations are very different. More immediacy, more theatre, more drama, more online,” explains Barry McPhillips, Head of Creative at Mood Media.

Loyalty is no longer a priority. In fact, the product isn’t even necessarily the most important aspect of a luxury purchase for these customers. They’re more interested in buying into the feeling it gives them.

This shift means that the luxury shopping experience has expanded beyond the boutique. It’s no longer just about curating exceptional in-store environments, the customer journey both pre and post purchase is equally important.

It also presents a dilemma for brands looking to retain their loyal customers while also engaging the next generation – is it possible to evolve without alienating?

Hypebeast vs. Heritage

One thing is clear, staying still isn’t a viable option.

No matter whether a luxury brand has been around for 150 years or 15 months, to maintain its position in the public consciousness, it needs to lead the charge and take calculated risks to avoid fading into irrelevancy. Historic prestige has a time limit.

“Luxury brands have to push the boundaries of what’s next,” agrees Barry.

This doesn’t equate to embracing every technological advancement and crafting hyper-sensory experiences that assail the senses. That’s reserved for the hypebeasts.

Hypebeast brands occupy a unique space in the luxury market.

Rooted in streetwear culture, subversive art, and online communities, at first glance, they appear to be the antithesis of heritage luxury but command similar price points and bridge the gap by engaging in collaborations with leading fashion houses and artisans alike. Leaders in this sub-category include Supreme, Off-White, Golden Goose, and Chrome Hearts.

“There’s a whole new world of luxury and those brands are playing to their audience in a very different way,” Barry confirms.

Hypebeast brands are known for their exclusive and surprise product drops, lines stretching around the streets, bold branding, and stores that resemble warehouses with distressed walls, concrete or wooden floors, and skateboards and cartoon posters lining the walls.

It all contributes to that intangible ‘it’ factor – the brand’s key selling point. Hypebeast stores need to reflect the brand aesthetic while also being camera-ready for viral social media moments. Interactions with employees are brief, digital displays are either virtually non-existent or set into expansive video walls, and cross-channel content eliminates the boundaries between online and offline experiences.

Luxury brands built on craftsmanship, heritage, and prestige cannot – and shouldn’t want – to compete in the same space as the hypebeasts.

Instead, they need to lean into their unique appeal, attracting the new generation of luxury customers by taking them behind-the-scenes through content and experiences that invite engagement rather than maintaining exclusivity for exclusivity’s sake.

Not only does this approach help to build a new customer base but it also highlights what makes luxury brands worth the extra investment.

“Johnstons of Elgin in Scotland, who make cashmere and wool, are a fantastic example,” Barry adds. “I took the factory tour and suddenly, once you understand the craftsmanship, the price point makes sense and is easily justified.”

From Selling a Product to Promoting a Lifestyle

Heritage luxury brands pride themselves on their craftmanship, but the new generation of customers is less interested in items and more inspired by the lifestyle they represent.

“It’s not the thing that they buy, it’s the feeling they get,” Barry explains.

In-store experiences are still important but new rules apply. Goods need to be presented but displaying them in situ appeals to lifestyle customers more effectively than standard placements.

By demonstrating how the product may be used in real life, customers are able to envision how it will elevate their everyday. It’s a form of storytelling but not one that relies on longer-form content like videos or written text that require more time and attention to absorb.

The new luxury customer also expects brands to cater to their lifestyles, whether that’s allowing them to bring their new puppy into the showroom, providing out-of-hours appointments, or offering tech to keep their children entertained while they browse.

Memorable moments and contextual curation

Curating an impactful in-store environment that appeals to the new luxury customer means balancing House codes with consumer expectations.

Audio, visuals, scent, and other sensory tools each have a role to play, but it’s essential that their execution isn’t loud, brash, or obviously striving for “cool” status.

“Luxury brands who do it well, do it very sympathetically. It’s not digital for digital sake, it’s woven into the experience in a considered way,” explains Barry. “Technology needs to be almost invisible, certainly in a luxury setting.”

Digital displays, for example, may not immediately spring to mind when imagining a luxury boutique but creative deployment makes all the difference.

“Dior had a touchscreen controller that projected onto the wall and the space where it projected had photo frames,” Barry continues. “Some were real pictures and others were digital displays. That’s an example of technology being built into the environment, so it doesn’t feel overt.”

These harmonious spaces can be enhanced, and customer connections deepened, by adapting the environment to shape the shopper journey. Certain elements can be amplified in different areas of the store to provide a more nuanced immersive experience.

“Designs can be adaptive, so each zone offers a different heightened experience that you don’t even notice – it’s in the back of the mind. One part may have a stronger scent than another as you don’t want people to dwell there too long. It’s not just thinking about the store as one space, it’s designing the space to do different things.”

However, as Barry warns, this approach must be all or nothing to have the desired effect. “If you’re going to go bespoke, you have to go all in.”

That’s not to say that the type of hyper-stimulating environments that attract the new generation of shopper are inaccessible to heritage luxury. While high-impact visuals, audio, and interactive technology are unlikely to be a good fit for fixed locations, pop-ups put everything on the table. It all depends on the objective; if the goal is to attract attention, then a multisensory experience that is intended to overstimulate achieves that objective. The right task for the right client, executed in the right way.

AI, but make it art

The average new luxury customer is already starting to integrate AI into their daily lives, so it’s only natural that they would expect their favourite retailers to be experimenting with this emerging technology too.

The shift from mass-market to luxury brands is that the higher end of the market needs to be more considered with their use of AI, rather than focusing on cost savings and operational efficiencies (at least not outwardly) they should use AI’s unique abilities to add value to the shopping experience.

“With AI in the luxury environment, it’s the idea behind how you use it that matters. AI isn’t about cutting corners, it’s about how it solves a problem or creates an opportunity,” adds Barry.

This could mean creating bespoke digital artworks using proprietary data that evolve over time as more purchases are made or curating handover experiences with personalised audio messages from the brand CEO.

Attracting the next generation of shoppers

Wed, 01 Apr 2026 09:09:24 GMT

How luxury shopping is hoping to attract
the next generation of shoppers

As luxury retailers look to retain their existing customer base while appealing to new audiences, they are evolving their approach to both their bricks-and-mortar stores and live media experiences. But with Gen Z brand loyalty never guaranteed, will investing in attention grabbing activities be enough to secure the future of the luxury sector?

The economic uncertainty of recent years has been challenging for retailers, especially those operating in the luxury space. Richemont (owner of Cartier and Montblanc) saw operating profits drop by 17% year-on-year in the first half of 2025, Gucci’s revenues fell by 25% in the same period, and LVMH group revenues were down 2% in the first nine months of 2024.

While engaging existing consumers will be an important part of these brands’ survival strategy, harnessing the spending power of Gen Z will be essential if the luxury industry is to navigate this difficult period and secure future prosperity.

Currently aged between 13 and 28, Gen Z is the audience luxury retailers are hoping to attract - and for good reason. Gen Z spending is projected to reach $12 trillion by 2030 and their rate of spending on luxury goods is expected to be three times faster than other generations. But perhaps one of the most interesting stats to look at when considering how luxury shopping can adapt to serve Gen Z shoppers is that in-store mass merchandise and grocery purchases account for nearly 50% of their total spending. Gen Z is truly the omnichannel generation.

While digital channels will continue to be an important driver of both online and offline sales, luxury brands are increasingly re-evaluating the role their retail spaces can play in securing the attention – and loyalty – of Gen Z shoppers. Capitalising on the potential of live media – immersive, real-world experiences designed to forge connections with new and existing shoppers – can help brands find the sweet spot between strategy and spectacle.

The “interesting” economy

One way that luxury brands are creating new customer connections, both in their retail stores and digital channels, is by leveraging their brand values and storytelling. Humour and absurdity have helped brands stand out from the crowd but displaying these traits effectively has been an exercise in balance for luxury retailers who want to attract attention without betraying their core identity and customers.

Jacquemus is one brand that has made absurdity an artform. Founded in 2009, the brand was originally a celebration of traditional French culture and beauty, but has quickly differentiated itself (and built a strong Gen Z customer base) thanks to its willingness to lean into weirdness. It’s a risky move but it works because it’s become a pillar of the brand’s identity: its social media posts feature giant props, modern art installations, and models in provocative poses; its produce range includes the viral mini La Chiquito and La Vanity Micro bags; and its flagship stores play a dual role as art galleries and inviting homes away from home thanks to their Provençal style furnishings.

It’s easy to contrast this consistent brand story with Jaguar’s more controversial rebrand. While clearly aimed at a younger audience than its traditional customer, Jaguar’s Copy Nothing campaign feels incongruous as it’s largely divorced from the rest of the brand’s identity. The typical Jaguar showroom is still minimalist with clean white walls and flooring, expansive glass walls, and metallic accents - a striking contrast to the bold neon shades, vivid coloured lighting, and LED displays that dominated its recent product launches documented on social media. This disconnect means the rebrand currently feels more like a sales pitch than an organic evolution of a heritage brand and, as branding expert, Martin Lindstrom confirms, sales pitches are a guaranteed turn-off for Gen Z.

That’s not to say that brands with a rich heritage can’t participate in the interesting economy. In fact, it’s even more important than ever before that luxury brands pioneer original ideas, leaving it to the mass market to follow the trends.

Nike has been one of the world’s leading sports brands for over 60 years and continues to appeal to new generations thanks to its imaginative approach to retail.

Its 2016 SNKRS box installation is a prime example; Nike celebrated the US Olympic basketball team with this sneaker box-inspired pop-up in San Francisco. An immersive giant shoe box, the store featured LED displays on all its external surfaces, while the interior boasted an illuminated clear acrylic floor containing Nike Air Foamposite sneakers from the past 20 years. An innovative way to honour its heritage while capturing the mood of the movement with live media.

Breaking boundaries: Making luxury accessible

Creating retail spaces that align with their brand story isn’t the only tactic luxury retailers are using to connect with a new generation of shoppers. It may sound like an oxymoron, but many luxury brands are gaining traction by becoming more accessible.

As Francois Pinault, founder of Kering, put it , “luxury retail is now less about brand heritage than brand interaction in the here and now.”

Today’s shoppers have more access to everything. Gen Z has grown up being able to see snapshots of their favourite celebrities’ personal lives on their social media accounts and exchange DMs with the influencers who set the trends. It’s a culture of openness and accessibility that luxury brands need to come to terms with as they look to broaden their appeal.

Accessibility doesn’t mean exclusivity is a thing of the past, it’s simply evolved. Price points remain high and drop culture has incentivised shoppers to go above and beyond to secure the pieces they really want. An approach pioneered by streetwear labels, drop culture cleverly makes pieces available to everyone, but that doesn’t mean everyone can get them. Forget intimidating store environments and aloof salespeople, drop culture allows luxury brands to preserve exclusivity without being elitist.

Having an irreverent approach to live media has been the go-to tactic of many luxury brands in recent years. Tiffany & Co vandalised its own store in 2018 to coincide with its Tiffany Blue campaign starring Elle Fanning. Blue paint was thrown across its windows and the brand logo was tagged on the walls in black graffiti-style.

Diesel took things a step further the same year by opening its own knock-off store in New York City’s Chinatown. Its bootleg brand “DEISEL – For Successful Living” was intentionally misspelled and DEISEL adorned a range of the brand’s signature pieces, available to buy at a discounted price. The store looked like any other in the area, with stock stuffed onto shelves and hand-written price tags, merchandising that is worlds away from the image the typical consumer would have of a luxury boutique.

Renzo Rosso, president of Diesel’s parent brand OTB group, hoped that the stunt would encourage fans of the brand to wear whatever they want while also proving that Diesel has a sense of humour. Rather than encouraging counterfeit products (which Rosso made clear would still be prosecuted), it reinforced the iconic nature of legitimate Diesel-branded pieces while turning the heads of new and existing customers alike.

Building loyalty in luxury

Luxury retailers have traditionally relied on customer loyalty, those shoppers who come back season after season and take pride in being longstanding brand advocates. However, Gen Z shoppers’ loyalty is a more fleeting commodity and luxury brands can no longer trust that once a customer is won, they’ll be retained long-term.

This is one of the reasons why these retailers have started to concentrate their efforts on improving brand sentiment by making their flagship stores must-visit locations. Brand storytelling shines through these spaces, but their function has gone beyond simply facilitating sales, offering multisensory experiences that make every moment spent in-store count.

Dior’s Paris flagship, 30 Avenue Montaigne, is a boutique, museum, and patisserie all in one. La Galerie Dior takes visitors through the history of the House while La Patisserie Dior overlooks the store’s rose garden and serves a menu of sweet treats. It would be more than feasible for shoppers to spend half a day in the store and make it a must-visit destination on their Parisian itinerary.

While Dior’s Paris flagship offers a host of store concepts alongside its main collections, Saint Laurent has opened a store in the city that doesn’t sell its fashion or accessories pieces at all. Saint Laurent Babylone opened in 2024, a bookstore and gallery curated by the House’s Creative Director, Anthony Vaccarello, and inspired by the culture of its Left Bank neighbourhood. It stocks a selection of rare books, out-of-print publications, and vinyl records and also contains an events space, which regularly hosts live music performances and author signings.

Luxury brands are also leaving the confines of their flagships to connect with new customers in engaging pop-ups. The Louis Vuitton x Murakami pop-up opened In London’s Soho in January 2025 celebrating the relaunch of the 2004 Louis Vuitton collaboration with Japanese artist Takashi Murakami. A joyful bright pink interior reflected the creativity of the collaboration while visitors were invited to explore pieces from the original collection, get refreshments from the onsite café, or have vintage LV items fixed at the repair station. Every purchase also came with a complimentary token, which shoppers could redeem in a vending machine stocked with unique gifts and mementos.

These new store concepts and live media activations prove that luxury retailers are willing to evolve to ensure their longevity. Making their retail spaces more accessible and capitalising on the interesting economy doesn’t mean these brands need to reject their roots; in fact, those that have been successful have gained new customers because the choices they’ve made honour their heritage while offering something unique.

Whether it’s a tongue-in-cheek pop-up like the Diesel knock-off store or a store dedicated to culture rather than commerce like Saint Laurent Babylone, these luxury retailers are forging a new path that feels true to the brand yet perfectly tailored to Gen Z sensibilities. The perfect fusion of brand storytelling and space curation.

The impact of digital content and personalised experiences

Tue, 31 Mar 2026 16:36:56 GMT

The impact of digital content and personalised experiences

Personalisation is expected to transform physical retail in the coming years, but is anyone doing it right

When it comes to adapting digital content to serve a specific audience, there’s a wide gap between ambition and expectation – and customers are more than aware of this discrepancy. In fact, only 23% of shoppers think that retailers are doing a good job when it comes to personalisation.[1]

But how can brands bridge the gap?

It all starts with understanding customer experience. Content for content’s sake isn’t just a waste of budget, but it also runs the risk of alienating loyal customers.

If this sounds familiar, you’re not alone. Several luxury brands are hampered in their efforts to implement digital content effectively; some haven’t built sufficient knowledge of the customer in-store experience, some don’t have buy-in from stakeholders, and some are restricted by budget.

Any luxury brand considering using digital content in their retail stores – and potentially personalising that content – should start with four key questions:

1. What is the purpose of this content?

2. In what context will customers experience this content?

3. How will this content impact the customer journey?

4. Does this content complement the store environment?

If you don’t have an answer to each of these questions, you’re probably not ready to maximise the opportunity digital content offers.

And it is a considerable opportunity; retailers who can effectively leverage personalised digital content in-store are 48% more likely to exceed their revenue goals.

So, how can you use digital content effectively?

Finding the Perfect Balance

Imagination, curation, and connection. A simple formula but one that can be difficult to implement in practice.

Balance is also an important factor. Brands often find it difficult to strike the perfect balance between creating content that becomes a bland digital wallpaper and displays that shout at the customer – an unwelcome assault on the senses.

Barry McPhillips, Head of Creative at Mood Media, said: “The most powerful content makes people feel before they do. That’s why it’s essential to curate your content with the overall intention to make a connection with your customer. Well-thought-out content that serves a purpose will always be more effective than content created because it’s something your store ‘should’ have in place. It’s something of a cliche, but the old adage remains true: less is more.”

Tell the Story

Premium athletics brand Nike understands that creating a connection with customers is integral to effective digital content.

Nike is known as a disruptive and bold brand – and its use of digital content lives up to this reputation. Its flagship store on Oxford Street in London sees content as providing a sense of theatre to the store.

After unveiling a product range equipped with thermal technology, Nike installed a thermal camera that picked up visitors as they moved around the store. Not only did this ensure every customer had a unique experience while in-store but it cleverly told the story of the product (as well as offering a touch of magic!)

Spotlight on: Future Stores

When it comes to digital content, Future Stores has taken things to the next level. In its immersive Oxford Street space, the store itself has become the media. Due to the scale of the displays, their placement, and the content each brand chooses to showcase, visitors are guaranteed to feel awe-struck and inspired by the in-store experience.

Functionality First

Content doesn’t always have to be inspiring or emotive to be effective; functional content has an important role to play in-store.

The best pieces will support customers and work intuitively, effectively deploying information architecture - layouts and frameworks – that inspire action. Think of an interactive display providing savoir-faire insights in a heritage boutique or the self-serve customisation functionality offered at Ferrari.

Unlocking the Potential of Personalisation

While digital marketers can benefit from cookies that track their customers’ movements across their e-commerce sites, those operating in physical spaces don’t necessarily have the same data to draw on when personalising content.

You could also argue that the level of personalisation we’re comfortable with online – receiving a marketing email addressing us by name for example – would feel like an overstep if replicated in-store.

Personalisation isn’t straightforward. That’s why only 15% of retailers have fully implemented personalisation into their stores. It relies on brands overcoming the challenge of data acquisition and management.

The most sophisticated personalisation comes with intelligence-based data. Loyalty programmes or established sales associate relationships that track customers’ purchase history can provide data points that brands can use to identify whether they have a high probability to buy any given product. But this level of complexity can only be achieved with dedicated investment.

If you’re just starting to experiment with personalisation, look at appealing to groups rather than individuals, for example, creating a dynamic store environment with content that reacts to the time of day, day of the week, or weather forecast.

Spotlight on: Bentley

With a once in a lifetime purchase, a personalised service is essential. Bentley understands this better than anyone else and creates a bespoke experience for their valued customers. Each buyer is invited to visit the Bentley factory in Crewe when they can see their vehicle being created. And that’s not all; they’ll also receive a video thank you message from the CEO. These thoughtful touches ensure that a Bentley buyer is rewarded for their loyalty and feels genuinely appreciated.

The Impact of AI

The full capabilities of artificial intelligence are yet to be realised, but any potential benefits come with risks.

Generative AI is all about input. If you don’t have an in-depth understanding of what you want your digital content to do and why, then you could be feeding AI incomplete or even incorrect information. The resulting misinformation can lead to investment in more content, but not the content that has real impact.

That being said, once you’ve found the formula for the content that works, AI can get to work. It’s completely plausible that AI could use your data and content frameworks to analyse a potential piece of content and accurately predict its future success before it’s ever briefed into your creative teams.

The ROI of Creativity

No piece of digital content can be deemed successful without the data to back it up. In fact, brands will only invest in the quantities required to make content effective if creatives can demonstrate its value.

Useful metrics can include:

· Footfall

· Dwell time

· Rate of Interactivity

· Sentiment

· Revenue

The MOOD Mission

At Mood Media, we’re committed to helping clients climb the content mountain with a blend of creativity, data, and technology. In fact, we’re so confident about the importance of digital content that we believe it’ll be considered a hygiene factor for brands in the future. And while our suite of technology is exceptional, Mood Media will always be content first, technology second. The technology is employed to fulfil a vision and measure its impact – the true secret to long-term success.

How can luxury automotive create a compelling buying journey for all?

Mon, 30 Mar 2026 16:36:57 GMT

The luxury automotive industry is at a crossroads, needing to adapt to a new generation of customers without losing the heritage brand equity that its existing clientele have invested in. And in an industry that markets perfection, the execution of its buying journeys can’t be anything but extraordinary. Barry McPhillips, Head of International Creative at Mood Media, explains more

Prestige, heritage, and quality are just three of the many adjectives traditionally associated with the luxury automotive industry. The likes of Rolls-Royce, Bentley, Aston Martin, and Ferrari epitomise exclusivity and have historically attracted an eclectic customer base, ranging from collectors to performance enthusiasts. Owning a luxury vehicle comes with a perceived elevation in status that is considered more than worth the price tag.

Delivering perfection as standard

The luxury automotive sector is thriving and projected to be worth $655 million by 2027[1]. But it’s also highly competitive; a McKinsey survey found that 35% of luxury car buyers[2] would consider switching brands when making their next purchase. And that competition will only intensify as brands start to adapt to a changing audience and look to attract a new generation of buyers.

The new generation have a different perception of luxury brands and take different routes to purchase. However, the biggest players in luxury automotive also can’t afford to lose their legacy clientele. These dual priorities present a real challenge as brands need to retain their identity and heritage while being pressured to become all things to all people.

That’s why the buying experience is so important. Luxury automotive brands effectively sell the concept of perfection, which must be achieved in both the showroom and post-sales process to ensure long-term loyalty.

So, what qualifies as the perfect luxury automotive buying experience?

The power of personalisation

Firstly, it’s important to take a step back and look at the end-to-end buying journey. A luxury vehicle with a six-figure price point will almost always be a considered purchase, not an impulse buy, for all but the most extravagant billionaires. This may mean conversions take longer, but it also affords brands plentiful opportunities to engage potential customers through immersive experiences, strengthen connections through storytelling and community building, and take steps to ensure handover day is an event to remember.

Personalisation is now a priority for the industry. The luxury automotive sector is known for its exclusivity and rarity and inviting customers to create their dream car through customisations is the ultimate expression of both these traits. It also provides some of the highest margins, a bonus even for established brands like Ferrari, while simultaneously yielding vital data that can be used to further enhance the customer experience.

Encouraging customers to tailor a car to their exact specifications – crafting a true one-off – is the new benchmark for luxury automotive brands looking to cement their positions in an uncertain economic landscape.

Bringing the brand to life

If customers are to feel compelled to not only purchase a luxury car but also invest in customisations, they need to feel invested in the brand and everything it represents. The best way to communicate brand values is through content driven by storytelling.

The most powerful content is always rooted in the DNA of the brand, ensuring it remains recognisable to legacy customers, and showcases the exceptional craftsmanship that gives these vehicles their value. Automotive craftsmanship is an under-appreciated artform, representing hours of painstaking work and requiring skillsets that take decades to develop. Intentional content can take talented craftspeople away from the factory floor and into the spotlight. Interactivity can also be introduced to empower customers; AR glasses can enable customers to navigate to the content that interests them most, whether that’s diving into details of the engine, the paint, or the innovative driver assist technology.

That being said, it’s vital that luxury automotive brands don’t only focus their content on the car. Today’s customer is just as captivated by the aspirational work the car represents as they are by the vehicle itself. This is already reflected in advertising, where most luxury brands have already moved away from product-based marketing in favour of inspirational visuals that portray the lifestyle that the buyer hopes to unlock by buying a new car.

Curating a standout showroom

For luxury car buyers, the showroom must be an elevated environment, a space that befits a premium lifestyle. The showroom’s role as an extension of the brand is one of the reasons why luxury automotive companies have started to move away from franchise dealerships where they have more limited control. Full brand immersion is the expectation, with brands like Lotus creating dedicated brand centres that invite customers to explore the past, present, and future of the company.

Every aspect of the showroom must be carefully curated, from the sound and lighting to the content, LED displays, and product placement. Customer service is also integral; it wouldn’t be surprising if automotive brands followed the lead of luxury hotel chains like the Ritz-Carlton in allocating each member of staff a budget to ensure they can go above and beyond for the customer.

Cross-channel coordination

With 92% of car purchases beginning with research online[3], digital and physical showrooms need to be fully integrated. Data is the key – it makes everything else work. When it comes to integrating technology into the showroom, luxury automotive brands should aim for digital elegance rather than invasive executions. To achieve sensory engagement without risking overload, you need a light touch. Whether you’re curating a soundscape or installing touch feedback on a screen, it’s the subtle details that make all the difference.

Once a purchase is made in the showroom, the work isn’t over. To inspire loyalty and potential repeat custom, luxury automotive brands need to invest in community building. A part of buying into the luxury car owner lifestyle, becoming part of an exclusive community offers a sense of belonging that is almost tribal. It ensures those who value status feel like a member of the elite, unites performance enthusiasts with their fellow petrolheads, and provides prestige to those who buy into the brand’s heritage appeal. Community building activities could range from track days and special events to contributing your car’s design to a piece of digital artwork that continues the brand’s legacy.

A memory made to last

The handover is the final step and arguably the most important. While brands can build anticipation during the manufacturing process, the delivery experience is their opportunity to go all out. It should be more than simply handing over the keys and cracking open a bottle of Champagne. Brands can combine digital and physical experiences to craft a moment that will not only live on in the buyers’ memory but also resonate on social media, where the next generation of customers awaits.

If this deep dive into the world of luxury automotive proves anything, it’s that the industry has a multitude of customer experience moments to consider and high expectations to meet. Achieving perfection across every touchpoint, from showroom experience and customer service to digital content and the all-important handover moment, is no mean feat.

But the good news is that these brands don’t need to go it alone. Working with an external partner like Mood can not only provide a fresh perspective but also means these brands have access to expertise gained across other industries that they can implement in their own buying journeys. That way, these brands can start to experiment with new ways of engaging with their customer base – both existing and potential buyers – without losing sight of the rich heritage and brand equity that set them apart from the crowd.

Our message to the industry: you stay in the driving seat, but we can handle the navigation.

[1] https://www.forvismazars.com/group/en/insights/latest-insights/reinventing-the-wheel-what-s-driving-change/trends-in-luxury-automotive

[2] https://www.mckinsey.com/industries/automotive-and-assembly/our-insights/shifting-gears-what-buyers-are-saying-about-the-luxury-car-experience

[3] https://www.thinkwithgoogle.com/intl/en-emea/consumer-insights/consumer-trends/automotive-digital-transformation/

Navigating the Retail Landscape in 2026: Insights from Retail Specialist Ian Scott

Sun, 29 Mar 2026 09:35:22 GMT

How can retailers’ structure for success in the year ahead? That’s the question we posed to retail specialist Ian Scott. With over 20 years’ experience, Ian has a unique understanding of customer behavior, retail design, and industry trends, making him the perfect person to share his insights.

1. Customers are consistently inconsistent

Human behavior presents a conundrum for retailers. On a macro scale, certain traits are inherent, but it would be a mistake to believe people are predictable.

“90% of good retail involves understanding human behavior, which is often inconsistent,” Ian explains.

It’s important to consider customers’ instinctive responses and habitual behaviors. Although external influences can cause temporary behavior shifts, customers are social creatures, compelled to fall back into shopping habits that have remained consistent for decades.

The pandemic was a prime example; COVID-19 lockdowns did lead to a spike in e-commerce traffic, yet those inflated numbers were not maintained once stores reopened, and shoppers could voluntarily engage in physical retail once again.

Psychological principles endure. Customers in the West, for example, naturally absorb visual information more quickly if the image is placed on the left and text on the right. The majority are also at risk of experiencing sensory overwhelm within the first few meters after stepping inside a store. This area, which Ian has nicknamed “the decompression zone” should be designed to invite further exploration rather than cluttered with product displays.

Understanding these nuances and curating store experiences in line with innate customer behavior offers an immediate advantage in a competitive retail environment.

2. AI should be used sparingly and strategically

Artificial Intelligence (AI) is undeniably moving beyond novelty and towards practical application. But it’s not a silver bullet.

To have a positive impact on the customer experience while protecting your brand integrity, Ian cautions that AI must be integrated in ways that don’t undermine the aspect of physical retail that matters most: the people.

Rather than investing in AI with the intention or reducing team headcount, think of the ways it can provide a support system for your employees.

AI can transform product generalists into specialists by delivering in-depth information via earpiece, increase customer satisfaction by providing real-time stock levels, plan staffing levels based on trends in footfall over time, and dynamically adjust characteristics of the store environment such as music or lighting based on current weather conditions.

3. Physical retail isn’t dead

A passionate advocate for physical retail, Ian has identified three reasons why e-commerce will never be able to replicate to supersede the in-store experience.

Physical store locations invite customers to touch and feel your products; add value through human connection; and offer retailers upsell opportunities by capitalizing on customers’ peripheral vision.

Add in immersive experiences, exclusive product ranges, special events, and personalized service and it’s easy to see why physical stores still have an important role to play in the retail landscape. It’s also why technology should be introduced that enhances what makes stores so special rather than simply attempting to simulate an online experience.

Symbiotic retail, Ian ventures, offers the most potential when it comes to futureproofing physical retail. This approach seamlessly blends digital and physical experiences to benefit the customer, eliminating silos to provide a cohesive experience. Examples range from enabling click and collect and accurate stock level checks to offering personalized mobile offers when customers cross the threshold.

4. Storytelling is essential

Not only is brand storytelling one of the most powerful tools in physical retail, but it’s also one of the most versatile. It is most effective when crafted to match the shopping experience; an expansive piece of content that is designed to prolong dwell time won’t evoke the desired response in a grab-and-go environment.

In most store environments combining technical detail with storytelling is far more impactful than solely focusing on the facts.

“65% of human conversation is gossip and storytelling,” Ian clarifies. “It attaches emotion to information while increasing the likelihood of remembrance and sharing.”

These stories can be shared in several ways. Take Søstrene Grene, which has become known for its handwritten signage, ostensibly curated by characters Anna and Clara. These signs bring the brand’s story to life while reflecting its whimsical sensibility. The advertisements shared by Jack Daniel’s on the London Underground are another long-form example, capitalizing on the captive audience to share the brand’s origin story in a lyrical and poetic voice.

Longer-form storytelling won’t be appropriate in certain scenarios and signage should always be aligned with the amount of time a customer is likely to invest in engaging with it.

“Imagine a grocery store. The same shopper will spend different amounts of time in different product categories, which impacts how information should be presented,” explains Ian. “A pint of milk might take half a second to choose while whiskey can take up to 75 seconds as it’s often purchased as a gift and the cost of error is higher.”

Visual signage is not the only medium retailers can use to tell their stories. Luxury retail tends to favor a minimalist store layout and one-to-one consultative selling. In this environment, storytelling can be conveyed aurally with employees empowered to adjust the amount of detail they share based on how it’s received by each individual customer.

5. Target shopping missions not demographics

Customer profiling and demographic breakdowns may drive conversions in e-commerce, but physical retail requires more nuance.

“Store layouts and visual merchandising are often tailored to age-based categorizations such as Gen Z or millennial,” shares Ian. “However, these are predominantly arbitrary boundaries beloved by consultancies. Retailers should be prioritizing individual shopping missions rather than generalized groupings.”

Focusing on shopping missions forces brands to analyze customers’ motivations and curate their spaces to meet their needs. Customers can have multiple missions; a supermarket shopper, for example, can have three different missions – speed, value, and quality – in the same week.

When retailers cater to these multiple missions, they design experiences that enhance customer satisfaction and encourage repeat visits rather than creating a store that appeals to their target demographic but doesn’t deliver real value.

Adding value: measuring the impact of experiential retail

Sat, 28 Mar 2026 09:46:19 GMT

Experiential retail is increasingly being embraced by legacy and emerging brands alike, but with a high level of investment and complexity involved, how can you determine whether the experience you’re creating is truly adding value?

ROI is more important than ever before.

A quick Google search will tell you that experiential is being hailed as the saviour of physical retail, especially for luxury brands.

It’s undeniable that customer experience is essential. But in an uncertain economy, the investment that experiential retail demands must be justified.

An immersive experience can only do so much – and if the sales don’t justify the spend, will experiential retail really be able to revolutionise the brick-and-mortar shopping experience as commentators predict?

Of course, value doesn’t come from purchases alone. There is a wide range of metrics that brands can draw on to understand the holistic effect of their experiential retail offering and determine whether the investment is worth the impact.

What is experiential retail?

First things first, what do we mean by experiential retail? In essence, it’s an approach to retail that isn’t centred on the transaction. Instead, it’s focused on creating an immersive, interactive, and memorable customer experience. These experiences are designed to engage customers and forge an emotional connection.

In practice, these experiential activations can look like:

In-store events
Hands-on product demonstrations
Visually impactful and interactive displays
Unique sonic landscapes
In-store product customisation
Augmented and virtual reality

Defining value

The studies all say the same thing: consumers are prepared to pay a premium for an exceptional experience. In fact, according to a Dojo report from 2022, consumers would be willing to pay 28% more.

And that’s not all; brand sentiment improves after consumers spend time in an experiential store. Adobe Business found that 91% of shoppers have a more positive association with a brand after attending an in-store event.

These statistics look great on paper, but will they be enough to convince your finance team to invest?

It all comes down to how you define value. While turnover and profit are important metrics, becoming laser-focused on the bottom line can be a short-sighted approach, especially in the luxury sector.

It’s important to assess the value of the retail experience beyond consumer spend and purchase ratio.

Consider an example from the world of marketing: Nike has been criticised by the Wall Street Journal for its strategic switch away from brand building to pure performance marketing.

While data-driven approaches have their benefits, failing to consider brand marketing’s intangible benefits can lead to relying on tactics that ultimately undermine trust, reduce relevancy, and risk alienating the core consumer.

The takeaway? Creativity and connection have intrinsic value, even if that isn’t immediately evident in your profit and loss sheets.

A calculated risk?

Experiential retail requires investment, and in many cases, that investment is substantial. A 2025 study by real estate company Cushman & Wakefield found that rents in London’s New Bond Street average at $2231 USD per square foot per year.

It’s not just high costs that can make brands hesitate, the execution of truly effective experiential concepts can be complex, often requires state-of-the-art technology, and needs to be integrated with your wider marketing ecosystem.

Of course, working with an expert team can help to overcome these stumbling blocks and ensure reporting is in place to prove the business case of your curated space.

Working with a partner who knows the retail landscape inside out, has connections with the world’s best technology providers and content creators, and always tailors its service to meet your unique needs can offset the risks involved with experiential experiments.

But it’s also worth noting that KPMG found that brands that leverage experiential retail can reduce their digital customer acquisition costs by between 20 and 30%.

If you’re successful in persuading customers to return to your store because of the experiential features you’ve implemented, then you’ll be keen to know that Bain & Company found a 5% increase in customer retention can result in a 25% profit increase.

Metrics to measure

When it comes to measuring the value of experiential retail, you can look at both tangible and intangible metrics.

Innovative technology, such as the tracking tools provided by PFM Intelligence, can deliver insights on footfall, consumer behaviour in-store, and dwell time while coordinating with your digital marketing teams can gather information post-visit. Surveys, reviews on third-party sites, loyalty programme membership, social media engagement, and website traffic can all provide valuable information.

To assess the ROI of your experiential tactics, you can look out for:

Increased dwell time
Increased foot traffic
Increased interaction with sales associates
Increased sales and conversion rates
Increased brand loyalty and advocacy
Improved brand image

More challenging metrics to measure – that can still demonstrate value – include:

Efficiency
Economic value
Visual appeal
Entertainment
Service excellence
Escapism
Enjoyment

How to derive the most value from experiential retail

With consumers who prioritise control and convenience heading online, physical stores can become retail theatres for brands prepared to inject imagination and investment.

It’s not just about the value experiential can generate for your brand; after all, it’s the value it provides to your customer base too. It’s worth remembering that a Forrester report found that 66% of consumers think that a company valuing their time is the most important thing they can do. If your customer has given their time to visit your store, they deserve to be compensated with a valuable experience, especially if you want them to return again and again.

Luxury brands arguably have the biggest opportunity, enhancing the in-store experience for high-value customers who already actively engage with the brand but need a reason to revisit.

Curating an engaging visual space is also irresistible to digital natives who are always looking for a new backdrop to highlight on their Instagram grid or TikTok feed. For the social media generation, experiential retail gives them a reason to visit your store and generate that word-of-mouth buzz that is virtually impossible to generate artificially.

The luxury sector is also one where hands-on testing and workshops can provide added benefits. Allowing customers to touch and try your products creates an instant connection; it’s why brands like Lush and Apple can afford to charge a premium for their items. Customers can experience them in-store and forge a connection before they decide to make it their own.

It's all about tailoring your offering to your ideal customer and curating a retail space that prioritises experience above all else.

Remember, it’s the journey that matters, not the destination.

The Experience Economy: Elevating Retail for the Modern Shopper

Fri, 27 Mar 2026 23:22:59 GMT

As the shopper’s mindset evolves and expectations shift, luxury retail must tap into the experience economy to redefine what physical stores can provide. When it comes to elevating retail for today’s shopper, Ariel Haroush of Future Stores is leading the way

The luxury retail landscape is always evolving, but one of the most persistent discussions surrounding the sector has been the death of physical stores. The trend has been making the headlines since the 1970s when out-of-town shopping centers and outlet villages first started luring customers away from traditional city centers. The advent of eCommerce accelerated this shift and today, it’s not uncommon to read opinion pieces stating that physical retail is in permanent decline.

But, to co-opt a phrase coined by Mark Twain, rumours of its demise have been greatly exaggerated.

In fact, it’s much more accurate to say that physical retail is evolving, not dying.

It’s true that many brands have transitioned to become online-only retailers. Economic challenges played a part, but several were forced to make that decision as they failed to offer that special something that inspires shoppers to leave the comfort of home and the convenience of online shopping to make a purchase in-store: an experience.

Enter Future Stores.

Moving at the Pace of the Modern Shopper

This innovative concept store, founded by Ariel Haroush, was created as a direct response to shopper demand. It sets out to deliver exactly what today’s shoppers want from their physical retail experience. And that means providing the instant gratification that eCommerce offers.

“The question that sparked the idea for Future Stores was, can retail move at the speed of culture?” Ariel explained during his presentation at London’s Retail Technology Show. “What I mean by that is that it’s considering whether the High Street could be as dynamic as a social media feed, providing experiences that consistently deliver something new to surprise and delight.”

Capitalising on the experience economy, therefore, goes beyond simply providing exceptional customer service, a strong product range, and attractive pricing. The challenge modern retailers face is that they need to create a series of memorable moments in-store that not only inspire shoppers to cross the threshold but encourage them to revisit repeatedly.

When your competition is the entire online ecosystem, being brave is the only way forward.

“Future retailers need to be daring,” confirmed Ariel. “Daring enough to innovate, to dream, and to shape the future of retail.”

Pushing the Boundaries

Ariel’s daring led him to found Future Stores and open its first location in London’s Oxford Street, one of the world’s iconic retail destinations.

Together with innovative partners like Intel, LØCI, Renault, and Tesla, Future Stores is helping brands bring their unique stories to life through bold activations.

Providing social-first, immersive, and unforgettable experiences, Future Stores invites established and emerging brands to take up short-term residencies. Each brand approaches this opportunity differently, but all blur the lines between online and offline – just like real life.

With this approach, Future Stores has reset expectations for retail. Evolving beyond a space to facilitate commercial transactions, the store has become a destination, a space for brand storytelling, a place that people feel compelled to share, and an experience to get excited about.

“We can’t ignore that there’s a hyper-connection between online and offline,” explained Ariel. “If we can get someone so excited about something that they want to share it, then it starts to take on a new meaning, and the brand becomes part of the global media network.”

Attention and Agility

In an increasingly noisy world where promotions are finding it harder than ever to achieve cut-through, physical retailers need to understand how to attract attention. But that’s not all; once they’ve captured interest, they must take a lesson from the eCommerce experts and convert that attention into sales.

It’s a three-pronged approach influenced by data-driven digital marketing:

Awareness – Grab the shopper’s attention either online or in-person
Consideration – Encourage them to enter the store
Conversion – Use social amplification to connect to the brand’s marketing funnel

A static traditional retail store can’t offer the level of experience required to capture attention or spark a social media share. That’s why it’s essential that modern retailers not only deliver a distinct proposition but also adapt quickly.

“There’s no reason why retailers have to be wedded to a single, inflexible retail concept,” Ariel explains. “A store could be a standard retail space in the morning, shift to hosting educational demonstrations in the afternoon, and end the day with an evening event.”

Even so, the agility required is intimidating: 88% of retail executives believe that consumers are changing faster than their businesses can.

Experiences Driven by Data and Technology

Behind this dynamic approach lies a wealth of data, technology, and creativity.

“As retailers, we can’t shy away from technology,” said Ariel. “We must embrace it, but not use tech for tech’s sake, it must always make sense and enhance the customer experience.”

From floor-to-ceiling microLED displays that serve as a canvas for storytelling to sonic landscapes that can shift as day turns to night, Future Stores can curate shopper experiences that meet the individual aims of the brand in residence and appeal to its audience.

Data also has an important role to play. Future Stores’ advanced data tracking monitors shoppers’ movements outside and inside the store. As content engages customers, data can be gathered to help retailers learn and adapt. This information can improve efficiency, predict outcomes, and shape future content. Insights into in-store behaviour, for example, can identify the types of content that resonate, hold attention, and spark action.

In the future, this data could dynamically alter the store. Displays could update, lighting could be lowered, and sounds could be fine-tuned depending on the time of day, weather outside, or shopper that has walked through the door.

Tapping into the experience economy means that modern retailers need to re-evaluate the purpose of their physical stores, remove the barriers between online and offline, and consider what shoppers are looking for beyond your product offering. Today’s shoppers are brand advocates, informed critics, pleasure-seekers, and digital natives – and retailers need to continually evolve to provide dynamic experiences that appeal to all these traits (and more).

As Ariel puts it, “The role of the store today is to find new, unexpected ways to connect with our customers.”

The role of technology in experiential retail

ahaines@missionthree60.co.uk (Andrew Haines) — Thu, 26 Mar 2026 23:19:29 GMT

With the rise of eCommerce, technology has already transformed shopping habits. It’s impact on physical retail has been just as profound.

Many retail institutions have been forced to enter administration and images of abandoned storefronts paint a bleak picture. In recent years, many have advocated for brands to focus on their online presence and move away from physical locations altogether.

In contrast to this pessimistic outlook, physical retail has undergone a resurgence. Customers aware of the limitations of online have started to seek real-life experiences and connections instead. And it’s a trend that looks set to continue; in fact, 81% of Gen Z prefer to shop in-store.[1]

What constitutes the in-store experience has also evolved. When virtually every item imaginable is available at the click of a button, regardless of personal preference, brands need to offer something special to entice customers away from their screens and onto the shop floor.

Experiential retail provides that reason to visit – and technology makes it all possible.

Brands can now curate multisensory spaces that prioritise providing a memorable experience, one that is immersive and interactive, and makes the financial transaction feel secondary.

Technology in action

Retail technology is most effective when it’s used intentionally.

The possibilities are virtually unlimited, but just because the tools are available doesn’t mean that every brand should strive to implement cutting-edge tech into their stores for the sake of it.

And when every pixel on a digital display consumes energy and contributes to the store’s carbon footprint, the impact of each tech solution deployed needs to be carefully considered and implemented with purpose.

That said, technology can play several roles in experiential retail spaces including:

Interactive and visual displays
Serving a dual purpose, interactive displays can inspire and inform customers while also enabling them to complete tasks more easily. Whether it’s a touchscreen directing customers to in-depth content related to the latest collection or a customisation tool to allow personalisation, these displays complement visual installations, which serve to create a distinct store atmosphere or tell the brand’s story.

Bespoke fragrance
Scent is one of the most effective ways to evoke a memory or create a recognisable atmosphere. Stores can use one single scent throughout the store to create a signature brand fragrance or curate in-store zones, using different scents to elicit desired responses.

Sonic landscaping
Creating a sonic landscape in-store is more complex than simply building playlists of licensed music, although any track played should reflect your brand identity and be geographically relevant. A truly immersive sonic experience incorporates evocative audio that adds interest: think the rush of a waterfall or calming birdsong in spa waiting areas or hotel lobbies.

Augmented and virtual reality
Augmented reality or AR has entered the experiential retail space, for the most part, by offering virtual try on. This technology has been embraced by beauty and apparel brands who know their customers are motivated by a try before you buy experience. There’s no need for a beauty emporium to worry about wasted product or health and safety concerns when customers can simply try on each shade of lipstick or eyeshadow virtually and still buy with confidence.

App integration
With 60% of customers[2] who make a purchase through a mobile app likely to make at least one more purchase, brands have a good reason to incentivise downloads. By pairing the app with the in-store experience, they can capitalise on digital insights by offering targeted promotions, loyalty programs, and more.

Efficiency vs. Enjoyment

In the competitive luxury market, brands must balance investment in experiential retail with discreet technological advances that streamline operations, improve customer service, and increase margins.

Headsets can be used to deliver on-demand product knowledge to associates, machine learning can predict footfall and stock requirements, and app integration can provide customers with a personalised experience that inspires loyalty.

Maximising the moment

Technology is most impactful when it is used to create a memorable moment.

“When it comes to technology in the luxury space, less really is more,” explains Jonathan Wharrad, VP Global Retail Brand Experience at Mood Media. “Hyper-specific and personalised experiences bring more value than simply investing in tech for tech’s sake.

“If a brand wants to incorporate digital displays, for example, it’s important to remember that the content is equally as important as the number of pixels on offer. It’s not just wallpaper, every display should serve a purpose.”

Personalisation takes this to the next level, on both an individual and group scale. Driven by social messaging, insights gathered from analysing buying habits, or events such as changes in the weather or daypart, personalisation instantly elevates the luxury in-store experience. Displays can dynamically change, the store’s sonic identity can subtly shift, and different items highlighted to reflect the customer’s buying preferences as if by magic.

Spotlight on: Future Stores

One way that brands can take experiential retail for a test-run with minimal risk is to try a pop-up store. If you want to create a memorable moment, a store that’s open for a limited time is ideally suited to that mission.

Future Stores on London’s Oxford Street is more than just a pop-up; it’s a manifestation of the future of retail, underpinned by cutting-edge technology. Inspired by the dynamic nature of a social media feed, Future Stores is a transformative space that brands can take over to showcase their story.

When it comes to technology, it’s a visual playground. A high-definition LED display of over 435 square metres with nearly 170 million pixels and 6700 LED tiles on a single canvas utilises NovaStar’s H15 plus series processors, explicitly designed for fine-pitch LED applications. A custom-design Green Hippo Boreal+ System is set up to deliver stunning visuals that engage the senses and push creative limits to elicit moments that matter.

Looking ahead – what’s next?

The future of retail may already be here thanks to Future Stores, but technology is moving at break-neck pace and the options available for luxury brands are always evolving

Data and analytics will be increasingly important. With sustainability on the agenda for CEOs and customers alike, proving the value of experiential retail and the energy consumption required by the technology that lies behind it will be even more crucial in the coming years.

Breaking down barriers between the in-store and online experience will also be high on many brands’ to-do lists. Ideally, everything will be linked. If a customer creates their own shoe design on a company’s website, for example, they should be able to walk into the customisation counter at their local store and know that the in-store team will have that design ready to go.

Dynamic targeting linked to a mobile app could track when a frequent customer crosses the threshold into your store and immediately send a push notification for a limited-time offer on their favourite product category – a digitised, personalised upsell.

Artificial Intelligence will also have a role to play. Despite its controversies, AI could revolutionise retail supply chains, more accurately predicting trends and ensuring stock levels are in line with those predictions. And that’s not all; generative AI could help to power recommendations by inviting customers to describe their dream product, no scrolling required.

The power of partnership

Navigating these trends effectively isn’t easy. Not only do they need to have an understanding of the technology, but to use it effectively, brands must appreciate the impact of the content that the technology showcases, the psychological impact it has on customers, and, ultimately, the experience it creates.

Each tech tool also works best when used in combination. It’s all about balance. A multisensory blend that can’t be replicated by an eCommerce screen.

Brands need to work with partners who specialise in bespoke solutions, looking at the bigger picture rather than each tool in isolation yet intrinsically understanding the tech behind making that big picture possible.

But perhaps more importantly, effective experiential partners always start with content. The best technology in the world won’t make experiential retail work for the luxury market if it’s implemented without careful consideration.

It’s a chain reaction; the business case should dictate the content, which in turn determines the technology needed to bring that content to life.

Every business case is different, and the response should be too; a brand that is making its first steps into bricks and mortar retail like sneaker-brand Loci (making its physical debut in Future Stores) will need to tell its brand story and bridge the gap between online and real-life, whereas a legacy brand like Burberry needs to stay relevant without losing its core consumer by tailoring its stores to provide personalised recommendations and transaction efficiencies.

[1] 2019 survey of 1,500 US and Canadian consumers by A.T. Kearney

[2] AppsFlyer, ‘The State of eCommerce App Marketing – 2024 Edition’

An Intro Sonic Branding - How to Curate an Aural Identity

ahaines@missionthree60.co.uk (Andrew Haines) — Wed, 25 Mar 2026 23:18:15 GMT

How should a brand sound? John Crooke, Founder and Chief Media Officer of Space Factory Media, explains how brands can hit the right notes when it comes to curating a sonic identity

Communicating Brand Identity Through Sound

In an increasingly crowded marketing landscape, having a brand identity that can cut through the noise is a non-negotiable for both emerging and established luxury retailers.

Recognisable brands are made up of many facets. Logo, colour palette, and tagline are all visual touchpoints intensively researched, tested, and rolled out cross-channel to ensure brands can be identified almost instantly. Think the Burberry check, the Chanel double Cs, and the Rolex crown.

Building a strong brand identity is worth the investment; having a signature colour can improve brand recognition by 80% .

But what about sonic identity?

To create a singular brand vision, every element needs to be aligned, which includes everything from visual design and tone of voice to scent and music.

And while it may not be the first thing that comes to mind, a brand’s sonic identity is more impactful than you might think.

Sound is an important component of almost every marketing channel, from the music played in-store to the trending TikTok sounds used on social media.

To be effective, each of these audio opportunities should fall under one cohesive sonic identity. A diverse aural landscape that encapsulates how a brand sounds and how that sound will be heard by its ideal customers.

In other words, it’s not just about jingles, although audio cues do fall under the umbrella of sonic identity.

“While developing a brand’s sonic identity goes beyond creating one signature sound, the jingle boom that ran from the 1950s to the 1980s proves that retailers have always understood the power recognisable audio has when forging connections with customers,” John explains. “Today, the ask has evolved; brands are now looking to complement their brand identity with concise sonic cues, a logo of sorts.”

These audio logos range from the five-note Intel bong and Netflix’s Tudum (which has become its own sub-brand) to the Mind the Gap safety message that characterises the London Underground.

Individual sound cues are just one note in the symphony of a sonic identity. Each individual component is united by a shared intention: to create a sensory moment between a brand and its customers. These moments forge connections, impact emotions, inspire action, and increase dwell time, both in-store and online.

With so much at stake, it’s crucial that a thorough methodology is followed when formulating a sonic identity. While every brand is different, the process is always the same.

“It all starts with a period of brand discovery and immersion,” John clarifies. “We take the time to fully understand your brand identity, dissecting its key attributes, and archetypes. Once we have that solid foundation in place, we can move into creative development, programming, delivery, and service.”

The final output of this process will depend on the brand’s requirements, but it could include defining a sonic identity, formulating a sonic strategy, crafting original compositions, liaising with licensing agencies, and carrying out post-deployment research to measure the impact of sound on customer behaviour.

Cross-Channel Harmony

Arguably, the most important goal of any sonic identity project is to create consistency. Every time sound is used in-store or across digital marketing channels, it should feel aligned with the brand, no matter whether it’s an original composition or a track by an existing artist.

If crafted correctly, each brand’s sonic identity will be unique. The soundtrack for a clothing brand that prides itself on setting the trends and attracting a Gen Z audience will be entirely different to the audio mix played in a heritage automotive showroom known for its generations of craftsmanship.

That’s not to say that having a sonic identity negates the need for some flexibility depending on how sound is being used.

“At its core, sonic identity remains consistent, but the way it’s expressed can adapt to different contexts,” explains John.

The adaptability of a sonic identity also comes into play when considering personalisation. In a competitive retail landscape, being able to appeal to individuals rather than a broad strokes customer profile has become a priority for many brands, especially those operating in the luxury space.

However, when it comes to sonic branding, personalisation doesn’t mean every customer should be presented with an individual playlist when they enter a store or click to open an email.

“We have to think about personalisation differently in the world of sonic branding,” John expands. “It’s not about creating unique sounds for every customer. Instead, we flip the concept on its head, confident in the fact that the familiarity and recognition of a brand’s sonic identity builds a personal connection. We form strong emotional bonds with sonic cues, so it stands to reason that a brand can use one universal audio, but every customer will have their own unique reaction to it.”

Original Composition vs. Trending Tunes

Both original compositions and existing audio play a role in a brand’s sonic identity. Getting the right mix will depend on that brand’s needs.

Many brands will opt for a combination of the two. Relevancy is important to almost all brands, especially those with a strong social media presence. Staying sonically relevant means utilising trending audio and featuring artists with fan bases that largely reflect the brand’s customer base.

For original compositions, the benefit of working with a sonic identity expert and musician like John is that he has the skills and insight needed to bridge the gap between the two disciplines.

“The ability to understand and articulate brand nuances in musical terms is a valuable and not universally common skill,” John admits. “Even the most talented musicians often need a translator who can explain the connection between brand identity and musical composition.”

Navigating Licensing

Of course, deciding to use existing music rather than original compositions means brands need to navigate the often-complex world of music licensing. The growth of social media has left many brands exposed as it’s all too easy to use a trending track in advertising without having the necessary licensing agreement in place.

That’s where a fully licensed music catalogue can make all the difference. Having access to an intuitive all-in-one platform can protect brands against legal risks (and potential fines) by only presenting music that has already been cleared for use. To ensure any music used is in line with a brand’s sonic identity, the catalogue can be curated by an expert team to provide only on-brand music options meaning you can enjoy a consistent sonic feel while employing diverse music selections.

And that’s not all; in-built AI-powered search tools allow users to find similar sounding tracks by inputting an artist name, track title, or uploading an MP3. You may not have licensing rights to use a track by Taylor Swift, for example, but tools can turn up tracks by similar artists that are free to use and offer your desired attributes.

Sound is just one facet of brand identity, but it’s one that deserves focus. It has the power to change emotions, communicate ideas, spark memories, and inspire action. Any brand looking to forge long-lasting connections with customers, stand out in a crowded market, and cultivate a positive sentiment should be exploring its sonic identity and ensuring it’s aligned with its overall brand identity. Without it, your brand runs the risk of fading into the background while your competitors top the charts.

LEDs vs LCDs: Considering cost of ownership, durability, and sustainability when creating extraordinary experiences

Fri, 20 Mar 2026 16:36:59 GMT

With digital displays providing a canvas for creativity and extraordinary customer experiences, our in-house experts Greg Gershon and Nick Phillips explain the differences between LCD and LED displays and how sustainability concerns can be reconciled with the infinite possibilities of this dynamic technology.

Since the late 1980s, digital displays have been an increasingly common sight in stores. From functional screens like drive-thru restaurant menus to more creative installations that blur the boundaries between art and commerce, these displays help retailers communicate key messages, provide cross-channel consistency, and create memorable experiences for shoppers through both moving and static imagery.

But when it comes to the technology that powers these digital displays, there are two go-to options for retailers: LCDs (Liquid Crystal Displays) and LED displays (Light Emitting Diodes).

Decision-makers choosing between these two options are influenced by several factors, including cost—both upfront and over lifetime— and energy consumption, image clarity, and reliability.

But in our view, if the display canvas size is large enough, one outperforms the other in almost every category. That’s why we’d choose LED, every time.

The Sustainability Issue

It would be disingenuous to argue that LCDs and LEDs are good for the environment. Both consume large quantities of energy, emit light pollution, and need to be replaced (either partially or wholesale) if damaged or degraded over time.

That being said, retailers who want to unlock the many benefits that come with digital displays - whether that’s improved CX, effective brand storytelling or attention-grabbing advertising - will find that their environmental impact can be reduced by making the switch from LCDs to LEDs.

The first important differentiation to note between the technologies is that LEDs can be replaced. By definition, LEDs are an array of light-emitting diodes assembled as pixels in a single video canvas of multi-panel displays. This means that the panels can be replaced if and when needed.

Retailers can streamline the replacement process by having the foresight to purchase spares from the same batch as their original LED panels. While this isn’t essential (and LEDs do always come with spares as an added bonus), buying spares from the same batch means that not only can replacements be made quickly, but the performance and aesthetics of the overall display will also be maintained.

Our experts can also lend a helping hand, supporting our partners to effectively store and manage their spares inventory. The team will secure your spares in a contained environment so they’re ready to be deployed as soon as a replacement is required.

Replacing a damaged LCD display isn’t quite so easy. It’s also a more common occurrence thanks to the natural degradation that occurs with this type of display.

“It’s similar to purchasing a brand-new car that starts to depreciate as soon as you drive it off the lot,” explains Greg Gershon, VP of System Sales at Mood Media. “Almost immediately after they’re installed, LCDs will start to dim, and they’ll typically need to be fully replaced within three to five years.”

While the LCD lifespan might not cause alarm bells to ring for retailers, especially if they’re prioritising upfront cost, it’s worth noting that replacing the displays isn’t always a straightforward process.

“LCD manufacturers change the models they use regularly,” Greg continues. “That means when these displays do go bad, it’s very difficult to find a direct replacement. And size matters; even a few millimetres discrepancy will show up on screen.”

LEDs, in contrast, are not only easier to replace, but also have a much longer lifespan.

“We’re yet to reach the end of the LED lifecycle,” adds Nick Phillips, VP of Solution Engineering at Mood Media. “The expectation right now is that they’ll last at least 10 years, if not more.”

It’s not only the extended lifespan and ease of replacement that makes LEDs a safe bet when it comes to sustainability, energy consumption can also be reduced when retailers make the switch from LCDs.

It all comes down to how the technologies operate. An LCD display can be turned on and off to try and conserve electricity, but that action requires a spike in electricity demand that can offset any savings. LEDs typically remain in operation 24/7 but can enter an idle mode, which has very little power draw in comparison.

Business Costs and Reliability Concerns

The nuances that emerge in the LCD vs LED sustainability debate also appear in the cost conversation.

LEDs are more expensive to purchase upfront, but retailers navigating an unpredictable economic landscape are increasingly looking at the total lifecycle cost of their digital displays rather than the upfront investment. The costs that come with performance degradation and energy consumption over time are key considerations for budget planners.

“Think about a drive-thru menu display,” Greg clarifies. “These screens are essential to the smooth commercial operation of the restaurant, but they’re also exposed to the harshest possible conditions: snow, sleet, hail, rain, sun - every element.

“An LCD display that’s enduring that environment will likely need to be fully replaced after a couple of years. There are costs involved in getting the screen replaced, of course, but the company also needs to take into account the costs that come with that screen being out of action for days or even weeks, the impact on customer trust, and the fact that the cycle will start all over again as soon as the new LCD is installed.”

It’s also important to know that the upfront price of LEDs has started to come down in recent years. While the highest resolution options remain expensive, overall improvements in performance and resilience haven’t led to substantial price increase. Protective mounting and coatings designed to absorb scratches mean that LED displays can often withstand harsh conditions better than LCDs.

Our Managed Services can also make effective LED management easier. Harnessing our decades of experience and expertise, this suite of services includes everything from automated alerts to identify any issues and solve them at speed and ongoing maintenance to performance troubleshooting and recommendations based on historical data.

“From a total cost of ownership perspective, it’s vital that we ask ourselves, how do we make this investment last as long as possible?” Greg explains. “With Mood Media Managed Services, we can make sure the experience shoppers receive on day one is the same as the experience they have on day 1020.”

Small Spaces, Expansive Experiences

As LED technology continues to evolve, the possibilities for creating exceptional experiences are limitless.

“Content on an infinite canvas has infinite possibilities,” agrees Nick.

Retailers aren’t restricted when using LEDs - screens can stretch for miles if needed. As LEDs continue to reduce in size and pixels move closer together, the displays on offer provide exceptional clarity and detail, opening up endless scope for creativity.

“The design we created for Future Stores in London is a prime example of what’s possible with LEDs,” Nick continues. “The digital displays cover almost every surface. Every wall to floor, even the ceiling, acts as a canvas for content - and with a pixel pitch of just 1.5mm, shoppers can enjoy a truly immersive experience as soon as they step over the threshold.”

Similarly innovative, the Las Vegas Sphere demonstrates the scope and flexibility of LED displays. The Sphere features a 250-degree wrap-around LED display with 16K resolution. Stretching 366 ft high and 526 ft wide, it’s a spectacular showcase of this innovative technology.

LEDs can be configured to almost any scenario: they can be curved, flat or transparent and conform to any shape and size of space, including 3D geometric shapes.

One standout piece serves as the visual centerpiece of a Carnival Cruise ship. This 25-foot-tall LED-coated column greets guests in the ship’s atrium and displays a series of ever-changing images across its surface. The column also boasts a unique vortex shape that echoes a martini glass as its circumference expands from a 2.5-foot diameter stem to a 26-foot diameter summit.

Other noteworthy examples include the floor-to-ceiling displays that serve as a work of art in their own right at London’s Future Stores, the storytelling lift at the Museum of the Bible in Washington DC, and the expansive departmental displays at Scheels.

But while the logistical and technical scope of LEDs is expansive, the first question retailers should ask themselves before embracing digital displays is what they want to show on them?

Unfortunately, technical execution is often considered before content when, ideally, these should be tackled simultaneously and work in tandem.

“Brands often think about filling a surface with a canvas but fail to consider what they need to show on it,” explains Greg.

Carefully planning and creating content for each individual display is an exercise that can reap rewards, not only in helping retailers create extraordinary experiences but also in influencing shopper behaviour.

“When you really think through the connection between content and your displays, you can guide the shoppers through your store in a very intentional yet gentle way,” continues Nick.

As LEDs evolve, the potential for engineering something exceptional becomes ever greater.

“I’ve seen 16K artwork footage on an LED display, which was so compelling because you could see the brush strokes, every nuance of the image. It wasn’t a TV screen anymore, it was a work of art,” explains Nick. “And it’s not only the quality that excites me, you’ve now got LED floors you can walk on, 3D images that can wrap around, and thinner pixels with pitches of 0.4mm or less that could lead to LED becoming as versatile as wallpaper in the near future.”

To paraphrase a famed slogan, the future’s bright, the future is LED displays!

How data analytics is measuring the impact of experiential retail

Sun, 15 Mar 2026 16:41:23 GMT

Experiential retail offers a world of possibilities for both luxury brands and their customers. It also requires substantial investment.

Any investment in your physical retail spaces can only justified if you can evidence its impact – and the best evidence comes from data.

That doesn’t mean that every dollar spent on digital displays, custom audio, and interactive features must be replicated in sales. Return on investment is important but tracking and analyzing the right metrics can prove that a certain piece of content improves dwell time, a specific fragrance entices consumers towards a feature display, or interactive customization screens increase customer satisfaction.

That’s why data analytics plays an essential role in the experiential retail landscape.

Why does data matter?

In eCommerce, data drives almost every decision. It is used to inform marketing, visual merchandising, user experience, pricing, and more. Each time a customer interacts with a brand’s website, opens their emails, adds an item to their basket, or exits without browsing, the actions they take are monitored and recorded.

It’s not surprising that luxury brands used to that level of granularity in the online realm would want to see this replicated in-store.

Gut feelings, casual observations, and anecdotal opinions aren’t good enough anymore. And they certainly won’t satisfy your CFO when you ask for investment in experiential retail.

Data can create a compelling business case and helps to bridge the gap between creative content and conversion.

Privacy vs. personalization

While it’s now become commonplace, online data gathering hasn’t escaped controversy, which is one of the reasons why retail data specialists like PFM Intelligent ensure the insights they provide are anonymous.

That’s not to say they can’t paint you a picture of the type of people visiting your store. To accurately track and analyze footfall, the company uses a light-emitting radar, which highlights visitors and store staff as they travel around the store.

Each individual is represented by a colorful figure – similar to a thermal heat map – but personally identifiable details like their facial features aren’t visible. PFM also can’t listen in to conversations or find out things like the customer’s name.

So, what can they see?

You might struggle to believe it, but the anonymous figure can be used (with 90% accuracy) to determine the customer’s:

Height
Gender
Age Group

In the future, they may even be able to share data on each customer’s emotional state.

This can complement the pen portraits and demographic data that most brands will use to target their marketing and tailor their product line.

While identifying who visits your store is important, when it comes to analyzing the impact of experiential retail, it’s what those customers do while they’re visiting that really matters.

From the street…

It all starts outside your store.

A truly multifaceted approach to analyzing footfall will start by monitoring street traffic to understand the vibrancy of a given location while simultaneously using a combination of mobile phone and Census data to provide insights into the demographics of those passers-by.

These insights can help you decide whether this is the right location for your brand or, if it’s an existing store, whether it’s the right space to experiment with experiential.

…to inside the store

Once someone crosses the threshold, PFM’s discreet technology will kick in. Each figure that enters will immediately be flagged as either a customer or a member of staff.

These figures can then be followed as they journey around the store.

Observing their actions can show:

Where they choose to dwell
When they engage with a piece of content
When they interact with a staff member
Which products they prefer

These actions all form part of a path that hopefully leads to a purchase, but if it doesn’t, that information is still just as valuable.

Gather enough data and start observing the patterns it shows and you’ll soon spot the steps that signify intent to buy and are more likely to convert.

And one of the best things about this type of data gathering is that it’s always on. 24/7.

Improving sales and optimizing operations

Data analytics isn’t only useful for helping you streamline your store layout and understand which experiential solutions (displays, audio, scent, and more) are having the most impact, but it can also help you optimize your everyday operations.

Even the most captivating and immersive experience can be undermined by inadequate staffing levels or complicated purchase processes.

By analyzing how, when, and where customers who convert tend to interact with sales associates, brands can find the golden ratio of employees to customers.

The 24/7 nature of this technology also means managers can quickly identify when the store is busy and when quiet times strike. They have the hard numbers they need to create predictive rotas, floorplans, and break schedules.

Spotlight on: Future Stores

Set on London’s most iconic shopping street, Future Stores on Oxford Street has tens of thousands of people passing by each day. PFM Intelligence can monitor this footfall and identify who crosses the threshold and what it was that caught their eye, whether it’s a bestselling product on display or an incredible piece of content on the big screen.

Despite the spectacular LED displays that span the walls and ceiling of this innovative space, PFM was able to install its monitoring devices in three corners of the store and above each entrance.

As different companies take over Future Stores and make the space their own, PFM can help each brand – and the retail sector at large – understand the way each visitor experiences and interacts with the content on display. Are they drawn to the visual spectacle? Are the interactive tools capturing their attention? Or is it the product that has them stopping and staring? The answers are just a few clicks away.

How to make the most of data analytics in your store

While data analytics has been widely adopted by the retail industry, to obtain the most insightful information its implementation still requires careful consideration.

As Mark King, Market Development Director at PFM Intelligence, explains, “The first question brands need to ask themselves is why do we need this data? While conversion might be the ultimate goal, in an experiential space, there are many other metrics to consider beside sales. It’s essential that brands take time to identify what success looks like, why it matters, and what ROI really means.”

What’s next? The future of retail analytics

Data analytics isn’t going anywhere, but it’s likely to evolve alongside the luxury retail sector in the years to come.

Click and collect
As the boundaries between online and real-world retail continue to blur, click and collect will become an important component of bricks-and-mortar stores. These customers will impact staffing levels and expect a different experience to those browsing and shopping in-store. Data analytics can help to plot bespoke paths through the store for these customers, creating a journey centered on convenience.

A holistic view
While luxury retailers have always understood that the in-store experience is about far more than the transaction, these softer metrics can now feed into the foundation of how a space is curated. Stats relating to brand loyalty and sentiment will continue to be just as valuable as final sales figures.

Personalized experiences
Data can help stores provide a personalized experience based on time of day, the weather, or the demographic of the footfall outside. Using historic data to make predictions, stores can understand how a customer who visits on a sunny day is likely to act vs. one who takes shelter in a downpour and tailor the in-store experience in response.

Keen to learn how Mood Media can help you effectively use data analytics in experiential retail? Get in touch with our team today.

Insights from Invidis DSS Europe

Tue, 10 Mar 2026 16:52:52 GMT

As digital signage continues to develop, having a forum where industry leaders can discuss the evolution of the industry, client concerns, and future innovation is more important than ever. That’s where Invidis DSS Europe comes in. Trey Courtney, our Chief Product and Partnerships Officer, shares his learnings from this year’s event

Digital signage has evolved beyond recognition since its introduction in the late 1980s when retailers first started to experiment with using video monitors and VHS tapes to complement their static displays. Today, it’s an essential component of modern retail, impacting the in-store customer experience, providing a canvas for dynamic content, and, ultimately, driving conversions.

The Invidis Digital Signage Summit Europe (DSS Europe) is the industry’s largest global conference, inviting technology leaders from around the world to explore the latest developments in the sector while discussing everything from safety and security to personalisation powered by AI.

This year’s event was held in Munich and our Chief Product and Partnerships Officer, Trey Courtney, was invited to speak on three panels: Operations and Remote Device Management; Network Operations; and The Leading Integrators of the World. When not appearing on stage, Trey was able to explore the conference and came away with some valuable insights into the challenges retailers might be facing while looking to maximise the opportunities offered by digital signage in the months and years ahead.

Managing signage effectively

One of the reasons why DSS Europe exists is due to the importance of this channel to physical retail. The use cases for digital displays range from window signage and video walls to interactive touchscreens and electronic shelf labelling. But one of the biggest topics of conversation during the conference was how to effectively manage displays once they’re installed in-store.

“When it comes to managed services and digital displays, it’s important that we don’t get confused by assuming it’s the same as IT managed services,” explains Trey. “Rather than being focused on managing networks, these services are more proactive, actively monitoring displays, carrying out preventative maintenance, handling spare management, and providing on-demand support.”

To truly make the most of digital displays, there are a wide range of considerations for retailers to keep in mind. From content strategy, production, and management to the installation of screens, choosing end-to-end solutions with ongoing consultation included could help brands maximise the impact of their displays without encountering excessive complications.

Optimising retail media

The theme of optimisation also came up in discussions of retail media. This is where retailers can use their display screens and customer data to unlock an additional revenue stream. The advertisements can depict the brand’s own products and services or those of third parties, with relevancy ensured thanks to the data retailers have on their customer behaviour and purchase history.

“Retail media offers a wealth of opportunities for retailers but there are nuances to consider,” Trey confirms. “It goes beyond simply installing more displays and the question of licensing, there’s the potential ad revenue, of course, but also brand reputation, data collection and the security and privacy concerns that come with it, and how to effectively measure the true impact of retail media.”

Sustainability concerns

Data security and privacy weren’t the only ethical issues being debated at DSS Europe. Sustainability remained a core conversation and there was a dedicated Green Signage Workshop run by Daniel Oelker of Invidis Impact. Topics covered included the latest legislation, especially in the EU, which could start to impact digital display providers of all shapes and sizes from 2026 onwards.

“While the impact of sustainable legislation may not be immediately felt by those working in the digital displays industry, especially in the US, it’s not a topic that should be put on the back burner and forgotten about,” Trey explains. “Even in markets where the cost of energy is relatively low, it’s important that digital display providers start to take small steps to reduce emissions throughout their supply chain. Europe is leading the way and I have no doubt that the rest of the world will follow.”

After a packed two days, Trey returned from Munich with a greater understanding of the European digital display landscape as well as the services and opportunities the channel offers that may not be being maximised by retailers.

“In a field as fast moving as digital displays, having an event where industry leaders, executives, and technology experts can come together to discuss developments is incredibly valuable,” He explained. “I’m grateful to have been invited to contribute to three interesting panel discussions and look forward to attending again next year.”

Our Team’s Top Takeaways from Shoptalk Europe

Thu, 05 Mar 2026 16:52:53 GMT

Reflecting our commitment to helping our customers navigate the retail landscape today and tomorrow, our EMEA Sales Team, Mat, Selvi, and Katie attended Shoptalk Europe to connect with the world’s leading retailers and explore the latest developments in ecommerce and retail innovation. Here’s what they discovered…

With retail innovation moving at breakneck speed, it’s rare to have an opportunity to stop, take stock, and share experiences with other retailers and retail experts. That’s where Shoptalk Europe comes in. Part of the global Shoptalk series of events, the 2025 iteration took place from June 2nd to 4th in Barcelona, Spain.

With an engaging programme of talks, panels, and interactive exhibitions offered alongside product demonstrations and networking opportunities, the event is designed to equip the world’s most influential retailers with the tools, skills, and connections they need to maintain a competitive edge, drive growth, and stay on top of retail innovations in-store and online.

Our EMEA Sales Team – Mat, Katie, and Selvi - attended this year’s event, taking the opportunity to connect with both existing and potential clients, meet industry peers, and learn more about the trends that will shape the short-term future of European retail.

Here’s a few of their most thought-provoking takeaways:

Mat Wilde, VP of EMEA Sales at Mood Media

“This year’s Shoptalk Europe was incredibly valuable for our team, not only offering us the chance to understand the shifting trends in technology that retailers are adopting both online and in-store but also participating in 15-minute speed dates: structured conversations that sparked meaningful discussion and potential partnerships.

“AI was the dominant theme in both the on-stage presentations and conversations happening around the convention floor. In the short-term, its impact will likely be felt most in the world of ecommerce, but this revolutionary technology will inevitably find use cases in physical retail environments too.

“AI will enable dynamic personalisation in ecommerce, affecting both how and when products are marketed to different shoppers as well as the way customer service interactions are managed. It’s fair to say that shoppers who feel their online shopping experience has been improved by these changes will want to see a version of them replicated in-store.

“Away from ecommerce, retail innovation was another key focus of the event. As understanding brand sonic identity is becoming more widespread and retailers look to provide a consistent experience for shoppers online and in-store, music licensing was a hot topic. Brands gaining traction online with certain artists or genres are keen to explore what’s possible when it comes to the soundtracks of their physical locations – and vice versa. This includes finding partners like us that are in tune with the sonic landscape and have experience dealing with Performing Rights Organisations (PRO).

“Combining the topics of AI-driven personalisation and music licensing, one especially interesting presentation explored how weather sensors could be used to dynamically alter a store’s soundtrack without any need for human intervention. This could allow brands to test different artists or genres (while remaining within their brand sonic identity) in different weather conditions and potentially discover that certain sounds drive conversions on a rainy day, for example, while others are much more effective when the sun’s shining.”

Selvi Sniezek, Key Account and Project Manager EMEA at Mood Media

“I loved the atmosphere at Shoptalk Europe this year; there were attendees from over 63 countries and almost every industry was represented, which led to some very productive conversations. Despite the difficulties the European retail market has faced in recent years, those in attendance were feeling optimistic and there was an overall vibe of positivity throughout the event.

“Retail media, where brands leverage their in-store and online assets for themselves and others, was a topic that cropped up often. Retailers are keen to optimise its use where possible and explore the revenue opportunities that it can unlock.

“One particularly noteworthy new development tied to this topic was an interactive shopping cart. Not only did this innovative take on the traditional trolley track items added by weight and keep a running tally of the total cost, but by identifying each item in the trolley, it can present shoppers with targeted advertisements for similar products on its integrated display screen.

“While not quite as cutting-edge as the shopping cart, using technology to enhance shelf management was also a topic of discussion. Retailers, especially in the grocery and DIY space, are weighing up the pros and cons of electronic shelf labels. These digital displays can be integrated with point-of-sale systems to facilitate dynamic pricing and can be either updated manually or automatically through pre-set programming.”

Katie Thomas, Business Development Director EMEA at Mood Media

“I’m already planning to go to Shoptalk Europe again next year, it was such a great experience, and I was struck by the way it was able to present a full programme of events and attract the world’s leading brands while still feeling intimate and more focused than some larger exhibitions I’ve attended in the past. I really enjoyed getting to catch up with existing partners and make new contacts from both the marketing and ecommerce departments of brands.

“A running theme throughout the event for brands was the need to bridge the gap between physical retail spaces and online to create connected and consistent experiences.

“Retailers were also exploring how they can create more fulfilling retail experiences, both to appeal to the next generation of customers and their desire to prioritise experience over consumerism and to entice shoppers away from online.

“These retailers aren’t looking to add experiences for experiences sake, it’s vital that any services introduced are aligned with the brand, its values, and its product range. Think beauty brands introducing wellness services, fitness brands having gyms on-site, and bookshops hosting community events. By transforming their stores into multi-use spaces, retailers can build loyalty, increase dwell time, and benefit from incidental purchases.”

Dispatches from Infocomm 2025

Sun, 01 Mar 2026 16:52:55 GMT

Providing an opportunity to deep dive into all things audiovisual, our team attended Infocomm 2025 and came away with a clear view of where the industry is heading and how the incremental product improvements on show could unlock new possibilities in digital displays, speakers, and amplifiers for our customers

This June, the world’s leading audiovisual experts descended on Orlando, Florida for this year’s Infocomm: the largest professional audiovisual trade show in North America. Attracting global manufacturers, integrators, dealers, and end users, the event showcases the latest technology, products, and services to emerge in the fields of audio, display, video, digital signage, and more. Over 800 companies exhibited, 250 speakers shared their insights, and 30,000 people were in attendance, including the Mood Media team.

With some of our team members regular Infocomm attendees and others visiting for the first time, they were universally impressed with the scale of the event and the range of exhibitors on offer. The team also expressed value in the opportunity to have in-person interactions with their industry peers (a rare occurrence now that home working has become more prevalent and workforces are spread across the country).

As Drake Maxwell , our Director of Enterprise Business Development, put it: “This was my first time attending Infocomm and I was blown away by its size - it was one of the biggest events I’ve ever seen and a fantastic learning experience.”

After a packed three days in Florida, here’s what impressed our team the most at Infocomm 2025, the developments that led to the most heated debates, and the new technology that could transform the way brands work with audiovisual systems in the future:

Concealed Amplification

For those interested in the audio half of audiovisual technology , the team agreed that the technology on show favoured interesting improvements on existing products rather than revolutionary new launches - with one notable exception.

“It’s fair to say that the audio specialists at Infocomm this year were mostly presenting ideas that improve - and expand - their existing product range,” agreed Ross Brown , Systems Design Architect.

That exception? A zero Ohm device that claims to be able to connect an infinite number of 8 Ohm speakers without experiencing any degradation of volume or frequency bandwidth.

“It’s the new product that I’m probably most keen to test,” explained Randy Meadows , Systems Design Architect. “If it can deliver on its promises, it could be extremely useful for retailers who need to retrofit audio into their stores.”

Amplification Alternatives

Alternatives to traditional 70V or 8 Ohm sound systems were presented by several brands, a trend that was noted by our VP of Systems Sales, Greg Gershon , and one that is likely to continue to evolve in the coming years.

In the world of amplification, Powersoft amplifiers attracted the attention of Mike Dirks , Senior Technical Project Engineer.

“I was impressed by how Powersoft was able to integrate their amplifiers into various audio products, and that includes Dante amplifiers,” Mike clarified. “There are a whole host of benefits to being able to run PoE to such a small amplifier; it’s convenient and ideal when working with modular displays. The amplifiers also sounded great despite being demonstrated in a busy show space.”

Concealed Speakers

Elsewhere, exhibitors were showcasing new ways to conceal speakers, which could unlock new possibilities for physical retailers, especially those experimenting with experiential or creating a distinctive aesthetic.

“Sonance demonstrated several different ways that their speakers can be concealed or blended into different architectural elements within stores,” shared Brian Kelly , our Senior Director of Systems Sales. “Examples on offer ranged from hidden ceiling speakers to models that could be installed on steps so that customers can walk over them.”

Increased Clarity

One of the more surprising aspects of this year’s Infocomm for both new and returning attendees was the increased focus on LED displays and their related technology.

“I did have the opportunity to go to InfoComm Las Vegas in 2024, but there were a lot more LEDs than I was expecting here,” commented Tanesha Akers , Design Manager.

“I’d estimate at least 30-40% of the show space was dedicated to LED displays, it was by far the most dominant category,” agreed John Belt, Technical Project Engineer.

Ultra-black Displays

In such a crowded field, only the most exceptional new products stood out.

“I have to call out Sony’s ultra-black display technology, I’d consider it a gamechanger,” praised Systems Design Architect, Jay McCutcheon . “The lack of reflection it had compared to other displays was really something.”

“The depth of black it is able to reach is great for both accessibility and readability,” Randy added. “The on-screen definition and enhanced text clarity were both seriously impressive.”

“It’s one of the products I saw that could instantly benefit our customers,” agreed Ross. “When presented on Sony’s ultra-black displays, content would be visible from wider angles, which would be ideal for customers looking at a restaurant board from the side or trying to watch a screen while queuing around a carousel.”

Direct View LED

While Sony was leading the way when it comes to ultra-black displays, one trending product popped up at almost every manufacturer's stall: direct view LED.

“Nearly every display manufacturer has a large all-in-one direct view LED product, so much so that the market is almost flooded,” Ross continued. “The benefit of these displays is that they can stretch beyond the traditional size limits of LCDs. An LCD display will usually be capped at around 100 inches, but these direct view LEDs can span hundreds of inches.”

Clear LED

Clear LED could also offer opportunities for our customers to use display screens more creatively without obstructing the rest of the store.

“I spent some time at the Clear LED booth, which highlighted the benefits and possibilities of this technology very effectively,” explained Craig Breigle , Senior Director of Systems Sales. “They can be deployed as hanging banners, in window displays, and more.”

Dynamic Displays

While not yet tried-and-tested, innovations within LED that caught our team’s attention also included new ultra-thin dual-sided displays and those designed to make content appear as though it’s reaching out of the screen.

“I think there was more movement in the display world than in audio this year,” Ross noted. “One product that caught my eye was Liantronics’ new thin back-to-back display.”

Dual-Sided LEDs

This extremely slim, dual-sided LED display - and others like it - also impressed Michael Roper , Technical Designer. “The displays I saw were less than 2 inches wide but could offer two back-to-back displays with different resolutions to suit outdoor and indoor viewing.”

“It’s an innovation that closely mirrors what we’ve seen in LCD window display technology, but with a much thinner profile,” added Greg.

3D LEDs

Michael was also intrigued by 3D LEDs with undulating imagery. “These displays were interesting visually, but I’m not sure how well they’ll fare in the real world. I’m a little concerned about the potential risk of breakage.”

The energy consumption of LEDs compared with similar technologies was also a topic of discussion at Infocomm, with several stands, including Ledman, breaking down exactly how different technologies consume different quantities of power, supported by real-time readings.

Eyes on E-Paper

Reflecting trends we saw at ISE 2025 , e-Paper and e-Ink made an impression on our team. Dinocan’s wireless e-Paper was especially noteworthy as it presented an opportunity for drive-thru menus or similar window signage that might not have easy access to a mains power source.

“They work by using an IR emitter to transmit voltage to the back of each display,” explained Jay. “The technology should be able to power a 13-inch e-Paper screen from a distance of up to 5 meters.”

However, it’s important to note that while e-Paper is evolving and becoming much sharper, it might not be a cost-saving solution for retailers looking to replace their LCD displays.

“More and more people are releasing e-Ink products, but they’re not necessarily any less expensive than LCD technology,” Greg cautions. “A 43-inch e-Ink display isn’t likely to be any cheaper to buy upfront than an LCD display, and the lifetime costs can also be higher.”

Emerging Themes

While the technology on display at Infocomm 2025 may not have caused our team to rethink everything they know about audiovisual, it still gave them plenty to consider. Themes that we saw emerge at ISE, such as the expansion of e-Paper and LED sustainability, were continued at Infocomm, while developments to improve display clarity and conceal speakers could have an immediate impact on our customers’ audiovisual setup.

Innovations like devices that can connect infinite 8 Ohm speakers and LED displays with 3D images emerging from the screen may spark conversation, but most manufacturers are focused on incremental improvements that can be deployed into the market at speed. The overall trend in audiovisual is clear: improve sound quality and display clarity while keeping the technology that lies behind these enhancements as small and discreet as possible.

About the authors:

Greg Gershon - VP Advanced Solutions Group

Greg joined Mood Media in 1993 and has served as global lead of systems sales, design and solution architecture since 2019. During his 30-year career with Mood, he has served in a variety of capacities that include direct sales and account management, local sales management, regional sales management, and general management. Greg’s extensive experience makes him a subject matter expert. His responsibilities have increased from a North American focus to a global one over the past five years.
Engage with Greg .

Ross Brown - Advanced Systems Design Architect

Ross has been part of the AV industry since 2001 and has served a variety of roles. With a strong engineering foundation in the live performance space and theater productions, his focus with ASG is in hospitality and resort spaces, as well as speciality retail and restaurant verticals. Ross carries a vast array of certifications that include CTS, Netgear AV/IP and Switch Networking Certification, QSYS Level 2, Symetrix Composer, AV/IP Solutions, Bose ESP and Audio Product Certification, and Dante Level 2, among many others.

Engage with Ross .

Michael Roper - Director of LED Sales Engineering

Michael has been a vital component of our Sales Engineering team for over 16 years. With extensive experience in using every type of LED technology imaginable, he has become an LED expert for key projects. His deep relationships with overseas manufacturers ensure that the products chosen meet our standards while keeping the overall costs within budget. His attention to detail and practical, hands-on experience in LED systems and innovative technology design enable him to play a key role in many projects.

Engage with Michael .

Linked Articles:

ISE 2025: https://us.moodmedia.com/blog/industry-lens/ise-2025-retail-tech-trends-insights/
NRF 2025: https://us.moodmedia.com/blog/successful-innovation-requires-mastering-the-fundamentals-first-nrf-2025s-surprising-insights/
National Restaurant Association Show 2025: https://us.moodmedia.com/blog/restaurant-digital-signage-takes-center-stage-key-takeaways-from-the-2025-national-restaurant-association-show/

mood-media-lux

How to appeal to a new luxury customer

How to appeal to the new luxury customer

How do we define today’s luxury customer?

Hypebeast vs. Heritage

From Selling a Product to Promoting a Lifestyle

Memorable moments and contextual curation

AI, but make it art

Attracting the next generation of shoppers

How luxury shopping is hoping to attract the next generation of shoppers

The impact of digital content and personalised experiences

The impact of digital content and personalised experiences

How can luxury automotive create a compelling buying journey for all?

Navigating the Retail Landscape in 2026: Insights from Retail Specialist Ian Scott

Adding value: measuring the impact of experiential retail

The Experience Economy: Elevating Retail for the Modern Shopper

The role of technology in experiential retail

An Intro Sonic Branding - How to Curate an Aural Identity

LEDs vs LCDs: Considering cost of ownership, durability, and sustainability when creating extraordinary experiences

How data analytics is measuring the impact of experiential retail

Insights from Invidis DSS Europe

Our Team’s Top Takeaways from Shoptalk Europe

Dispatches from Infocomm 2025

How luxury shopping is hoping to attract
the next generation of shoppers