Is your worst nightmare walking in to a shop being bombarded with questions, having to try out clothes with someone breathing down your neck and telling you how well that colour suits you? Would you like a “personal shopper” without actually having to speak to a real person? Well, if so, this is for you.

A new report says that the next step in the battle to retain customers is to streamline the buying experience, bringing it more in line with internet shopping in terms of ease and speed of transaction.

New technology will enable digital signage screens to determine the sex and approximate age range of viewers, as well as differentiate between individuals and groups. In the next stage of development, screens will be able to log when people point at a particular product on a shelf and then stream adverts relating to it to the nearest screens. It will also be able to determine when you are nearby, when the system receives notification of you within a certain parameter, the sound increases; when you leave, the sound level is decreased.

Tests carried out on in-store digital signage systems showed them to be an effective method of advertising, leading to increased spend and increased brand awareness. Although the cost of installing and maintaining them is significant, authors of the report believe that the benefits which can accrue from deployment make it worth investing in for larger retailers.

Another change made with the new technology, is the self-check out. Instead of standing in long queues, one attendant is now capable of overseeing up to six checkout terminals. In a study conducted in Woolworths Big W store’s in France last year, 25% of customers chose the self service option. Other stores who have conducted tests are reporting between 20% – 50% of their daily transactions processed via the self service check out.

If that wasn’t enough, you might be able to use your mobile phone when paying. This is set to be an important tool for retailers due to its capability as a fast and relatively secure payment device. But retailers should realise that it can also become a means of direct marketing to consumers, via Bluetooth technology. If you are encouraged to use your mobile phone for payments, retailers will also have the opportunity to establish more of a personal relationship with you. They can then send focused advertising and promotions in order to interact with you directly, without you having to speak to them in real person.