According to a recent study by Microsoft and Ogilvy, the new technology currently being developed for the retail sector (and frequently featured on this blog) suggests that retail stores in the not-too-distant future will become “experience lounges” rather than merely points of sale.
The rise of smartphones mean that consumers are increasingly using technology whilst shopping, recent figures show that:
- 38% compare prices online while shopping in a store
- 38% browse products through websites or apps
- 32% read online reviews of products
- 22% have purchased a product on their phone
- 22% scan barcodes for product or price information
- 18% use location based services to find retail locations
As previously discussed here on the blog – retailers are increasingly trying new ways to combine online and in store experiences for multi-channel retailing – by using Social Media, QR codes and scannable product information.
Check out this video of the Adidas NEO Window Shopping experience where customers can interact with video screens using their phones, to browse products and interact with displays:
Other examples of how technology is enhancing retail:
A new technology now available on the high street, the ‘Mobile Paypal’ system enables customers to ‘check in’ online before they arrive at a shop and once there, pay using their Paypal account via their phone. The advantage of this for the retailer is that each customer’s sales history can be brought up before they arrive. This will allow the shop assistants to cater for the needs of each individual in advance to enrich their shopping experience and potentially increase sales.
Powered by Reebok Flagship Store, New York
In a unique twist, here one store serves as two at the flagship store of the New York Giants and New York Jets at the New Meadowlands Stadium. With Giant blue and Jet green, this interchangeable store provides an appropriate backdrop to each team’s branded merchandise.
The store uses a combination of modern architectural design and innovative fixtures, digital technology and lighting to transform from Giants to Jets in three hours. The completed design features gleaming white floor-to-ceiling striped bands and colour changing LED ceiling that glows in team-specific colours.
New Look Flagship Store, London
In their flagship Marble Arch store, New Look are embracing new technology including “iPaddiquins” – an internal term for small screens put on top of mannequin bodies, instead of faces. Shoppers can use these to browse the entire New Look range, rather than just what’s on display in the shop. As in all current retail initiatives, Social media including Twitter, Blippar and Facebook are also utilised to create a buzz about the store, which has its own dedicated Twitter feed.
Here at Barber Design we work with cutting edge partners in the technology industry to develop similar innovative solutions. We acknowledge the importance of the burgeoning use of interactive technology in the retail sector and are able to bring a multi-channel sales opportunity and consistent branding to our retail design projects.