Converge is a digital retail display that elevates the tactile gratification of in-store shopping by adding a content-rich online experience. Credit: Business Wire.

Digital retail display company June20 has launched a new technology platform in an attempt to enhance in-store shopping.

The new technology, named Converge, is expected to add an interactive digital component that allows retailers and brands to explain complex products and configure design options.

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In addition, retailers can use the technology to discover and compare similar products within a category, or display similar products without worrying about limited shelf space.

According to the company, the objective of Converge is to combine online content with the immediate gratification of in-store shopping.

June20 founder and CEO Paul Chapuis said: “In-store and online have long been two completely different experiences that are totally disconnected. What we’ve seen over recent years is that traditional brick-and-mortar must transform in order to survive and meet the changing needs of consumers.

“Today’s savvy consumer is demanding rich digital content, deeper product information and the ability to compare products, whether online or in a store.”

“Today’s savvy consumer is demanding rich digital content, deeper product information and the ability to compare products, whether online or in a store.

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“Now, with the launch of Converge, June20 is making significant advances in interactivity and retail display systems that are bringing the best of the online and in-store worlds together and creating a new experience that is groundbreaking for retail.”

When shoppers slide the tablet in front of items in the display, the camera present in the tablet automatically displays related media after aligning with the product.

Furthermore, Converge enables customers to see how-to videos, instructions, consumer reviews, product configurations as well as additional purchase suggestions.

Retailers can also use the platform to obtain in-store data related to customer buying behaviours, while customers can transfer the information on the tablet directly to their mobile device.

Additionally, using the solution, customers can move products to their online shopping cart while standing in the aisle.