Should You Have Screens in Your Store?

Monitors and plasma screens have become as common in retail as a bottle of Windex tucked beneath the counter.But while modern consumers—particularly those who grew up on a steady digital diet—welcome the presence of screens in all of their environments, it’s smart to ask if your TVs and monitors are enhancing your customer service, or keeping shoppers from spending.In general, screens should only be present and “on” if they’re fulfilling a specific function, such as walking clients through the design of an engagement ring or educating them on your company or merchandise. This could manifest as a somewhat static screen displaying diamond information or as an interactive touch-screen experience for clients to play around on—in the vein of a build-your-own-ring program.Jim Froeschle, account executive for Stuller’s retail design division, which integrates screens into nearly

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