The global retail display market is slated to grow at a compounded annual rate of 15.8 per cent over the 2017-21 period, according to a new report released by research and markets.

The report, which analysed market drivers, trends and size, found that demand for convenience and user-friendly shopping experiences is driving growth for 3D displays that utilise digital technology, in turn increasing consumer attention at the point-of-purchase.

“Retailers have started displaying 3D content in stores because of its growing popularity and visual impact,” the report states. “This type of advertising is very effective as the target audience within a store tends to be most attentive and receptive to the messages presented at the point-of-purchase.”

According to the report, the increasing prevalence of digital displays in-stores is creating a competitive standard for self-help kiosks, interactive maps and automatic ticketing counters. As retailers increasingly adopt touch-screen display systems, customers will gravitate more towards tech focused experiences.

However, having acknowledged the influx of competition into the 3D display space, the report goes on to recognise that developing new content regularly to feed dynamic displays has become important.

“Customers who have viewed a certain content before are likely to give it a second glance. Therefore, the development of new content is a must as customers might lose interest in the content that is displayed,” the report states

“To maintain the effectiveness of digital display systems, retailers need to add new content that interests their customers. The content needs to be updated as frequently as once every month or even less frequently depending on the need.”

The study was conducted using a combination of primary and secondary information from key participants in the industry.