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The age of retail 'theatre' has begun as customers increasingly expect to be informed and entertained when they enter a store. Stores are moving beyond edgy layouts and design to embrace integrated media solutions, to enhance the customer experience in store.

In recent years, the digital signage industry has grown immensely. Retailers are starting to move beyond electronic displays at point-of-purchase to more innovative integrated solutions that combine customised audio and scents along with eye-catching visual displays.

A recent study by the Co-operative revealed that stores can expect to experience a 25 percent sales uplift from advertising across multimedia in-store networks and a 41 percent increase in stores that advertise on Co-operative radio, a branded station tailored to their customers' tastes. Shoppers will be more likely to spend longer in the store and browse more products if the in-store atmosphere is more appealing to their taste and mood.

Visual displays can play a pivotal role in in-store marketing, and the range on offer to today's retailers is impressive. As well as installing LCD screens at the point-of-purchase, retailers can make use of interactive touchscreens and video walls, broadcasting tailored content across the store to engage with their customers. New Look's flagship store in Dublin was recently fitted with MicroTiles to captivate its young, fashion-conscious market. MicroTiles embody state-of-the-art progression in the digital dignage industry. These cube-shaped video units can be positioned in any order or shape in a video 'mosaic', to catch the eyes of the shoppers and broadcast tailored content across the store.

As part of the integrated experience, we believe that having the right music to appeal to a retailer's customer demographic is the key to keeping them in store for longer. For our retailers, we produce customised playlists to be broadcast through an in-store radio channel which can be altered at certain times of day. Some retailers have even been provided with a DJ booth and live performances.

To complement these types of in-store media, a number of retailers, such as fashion chain Guess, have opted for their own personalised in-store scent. Of the five senses, smell is the most powerful trigger of memories and emotions. By using scent in stores, shoppers can connect with positive memories and relate this to their in-store experience.

We understand the difficulty faced by many high-street retailers to compete with the online market. The harsh winter we have just experienced provides a perfect example of shoppers being less inclined to go outside when they can shop from the comfort of home. However, by using integrated in-store media retailers can find a unique solution to encourage customers away from their computers and into the stores. Why browse a website when there is a whole world of multi-sensory shopping to experience?