Tech is the new transformer

Using technology in retail will transfer customer experience

Image courtesy: Chute Gerdeman

Technology is bringing the in-store experience back to life and helping retail breathe again.

Ecommerce is surpassing brick-and-mortar retailers in India by offering better options and prices, which is decreasing footfalls. However, a few global brands worldwide seem to be successfully reversing this trend by using digital technologies in their retail store design to evolve their customer experience. This has resulted in 59% of consumers reporting that the brand experience is better accomplished in the physical store.

Transforming customer experience from mundane to extraordinary not only helps drive sales but also reinforces loyalty.

Here are some interesting examples of how digital technologies are transforming the retail experience.

Fabled by Marie Claire: From publishing to retailing

Fabled by Marie Claire merges the way women consume beauty content and buy products in a unique online and offline collaboration. The store features a series of interactive digital touch screens which display product information and reviews based on an editorial content from Marie Claire magazine. This helps customers learn more about the brands and specific products. The Scoop Platform powers the interactive digital signage and a number of larger interactive Blog Scrolling Screens.

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Marc Jacobs shoppers use Tweets as currency

In his Daisy fragrance pop-up store, rebel designer Marc Jacobs created an experiential Daisy Marc Jacobs Tweet Shop, that traded money for the power of social media. Shoppers paid for items with tweets, Facebook posts and Instagram snaps, using the hashtag #MJDaisyChain. The Tweet Shop doubled as a lounge with food, drinks and wifi.

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Kate Spade turns “window shopping” into live action

Clothing and accessories brand, Kate Spade New York, transformed their window displays into a 24/7 shopping portal. Passers-by could purchase the displayed piece via a touch screen and have it delivered to them in one hour, anywhere in the city.


John Lewis augments purchase decisions with augmented reality

By developing an augmented reality app that used scanning technology, John Lewis customers could visualise how the furniture would actually look when placed in their home.


Verizon connects with customers

Chute Gerdeman successfully escalated the Verizon business in the US simply by placing stores which connect their network to consumers’ lifestyle habits. The Verizon Destination Stores and Smart Stores introduced state-of-the-art hands-on digital experiences. Mobile lifestyle zones offered devices, accessories and apps to better connect to each shopper’s lifestyle.


Samsung offers product trials by hands-on experience

In 2016, Samsung unveiled a 55,000-sq. ft. flagship store, in New York that focussed on trialling, entertainment, local connections and immersive play. A 55’’ digital screen played branded content and film screenings, while a ‘selfie station’ let shoppers broadcast themselves on the huge screen. VR headsets could be trialled in moving simulation seats, TVs and other home products could be tested in a specially designed ‘living room’.


Virgin Holidays lets you experience your holiday before you buy

Virgin Holidays let consumers trial their holidays at their flagship holiday shop in Manchester. This included immersive experiences such as interactive screens playing destination highlights, a smelling device that let you experience localised smells, as well as a cocktail bar serving. Customers could even experience the flight in a Virgin Atlantic premium seat.


Using technology in retail can create innovative ways to excite customers and bring them back to your store.

Contributing Authors
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