New technology is revolutionising the traditional store concept. We have seen striking progress in technology over the last few years and it is affecting the way customers experience retail.
Consumer are becoming are far more tech and are demanding a multi channel shopping experience with more flexibility, an improved experience and exceptional
Augmented reality, contactless payment, 3D printing, Ibeacon or digital mannequin are some new methods of engagement that retailers are implementing on the high Street to drive engagement and boost sales.
Tesco have trailed ibeacons while promoting the new Magnum ice cream campaign. The trial geo-targeted customers in close proximity to a Tesco store, sending them exclusive discounts for the new Magnum Pink and Black ice cream. This was not first time that Tesco used this technology in their stores as shown in this video.
NFC- Near Field Communications is a portable device that establishes peer-to-peer radio communications, passing data from one device to another by tapping them together or by having them in close proximity.Retailers such as Argos, Harvey Nichols, Made or Burberry are or have used this system to allow their customers to connect and interact with items within store.
Harvey Nichols put tablets in store for customers to interact with products via NFC tags on shelves. The stickered shelves would advertise what sort of content to expect, perhaps some Pinterest boards showing pieces being worn, or celebrities wearing a particular outfit.
Customers could shop alone or with a store associate and save a ‘collection’ of scanned items when finished which could be emailed to them when they registered and email address. Harvey Nichols were able to use the email to re-engage with the customer after they had left the store.
3) Augmented reality
Augmented reality is the way of fusing the real and the virtual world together, by overlaying digital data onto real-world analogue views. Augmented reality applications are starting to be very common in retail with Top Shop, Shisedio, American Apparel, Ikea, Argos, Converse, Tesco or Burberrys among other brands introducing it into their stores.
TopShop installed during Fashion London Week an augmented reality area in the window of Topshop ́s flagship store in Oxford Circus for that fans would be able to put one of five Oculus Rift with Oculus Rift to experience the show.
American Apparel uses augmented reality to allow their customers to connect their renowned colourful product collections with smartphone as shown in this video.
4) Magic Mirrors
Japanese brand Shiseido is using a new technology to create digital shopping experiences in some London stores. Their “cosmetic mirrors” are digital screens that a customer can use to scan product barcodes and see a virtual image of her faces with that product virtually applied to it.
Mark and Spencer use this element in some stores in UK allowing customers to browse not only the clothing lines available in-store, but also the extended ranges available online. They can order clothes for collection or home delivery, and use barcode scanners for product ratings or reviews and suggested accessories.