Fashionable Trend – In-store Technologies

Recently I was in a clothing store searching for a winter coat. I saw exactly what I was looking for in navy – not black. The sales assistant confirmed their store didn’t have it in black, but she went over to the in-store iPad and searched their online store. This wasn’t a mind-blowing experience. I know there are many stores out there incorporating digital technologies into their bricks and mortar stores. However it did get me thinking – what other technologies are retailers using?
 
After some research I have compiled a short list; Interactive Windows, Digital Signage and Smartphones & Tablets. Of course there are many more, and with technological advantages there will be even more to come.

What do these technologies do?

• Interactive Windows are a technology that transforms a surface into an interactive display. So when movement is sensed, the display comes to life and interacts with the audience. Check out this example.
• Digital Signage is screens that are used by retailers to showcase images of their latest products, announce news & offers, television advertising and product or service demonstrations. Check out this example.
• Smartphones & Tablets allow shoppers to interact with the brand while in-store. For example accessing the retailer’s online shop via their mobile website or App. Also QR codes featured on products and promotional material allow shoppers to use their smartphone to access further information about the retailer or products. In some cases QR codes can be used to unlock a promotional offering only available in-store. Check out this example.

What is the benefit to retailers?

 

Utilising in-store technologies can help retailers create a new experience for their customers. As seen in the video examples above, the technologies used attracted attention, generated interest and excitement from the audience. Through the use of technology retailer are differentiating themselves from the competition. And if the customer has a positive, new, entertaining, exciting experience, they are likely to re-visit and share their experience with friends.

To read more about digital technologies check out this link. Dharmendra Patel, from Guardian.co.uk, discusses some real-world examples of in-store technology.

 

One last thing - a fantastic TED talk that looks at the future of smartphones and augmented reality.