Author: POPAI UK & Ireland
Document Type: Insights Report
File Size:
Publication Date: 27 October 2025
Interactivity is one of the most effective tools in retail display design - transforming static
fixtures into dynamic, two-way experiences that invite shoppers to participate, explore, and
connect. Far more than visual appeal, interactive displays capture attention, educate shoppers,
and create memorable brand moments that drive both engagement and conversion.
This report explores how interactivity is being used across retail – from windows that stop shoppers in
their tracks to experiential activations that fully immerse them in a brand world. Drawing on examples
from the POPAI Awards and POPAI’s regular in-store observations, it showcases how interactive displays
are redefining engagement, and turning retail environments into spaces of discovery, connection, and
conversion.
Download the full report below!
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