Retail Spaces

With the advent – and, during COVID lockdowns, the dominance – of online shopping, bricks and mortar retail environments have had to raise their game.

Experiential retail was already the much-vaunted solution to keep customers coming onto the high street rather than shopping from their armchairs, but its definition has since evolved. Thanks to the development of ever-more-sophisticated technologies, the optimal in-person customer experience merges the physical and digital worlds for a truly customer-centric omnichannel experience.

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Key Benefits:

Giving the tech-savvy customer what they want

Engaging selective, tech-proficient customers is key to increasing or even maintaining sales in a marketplace that’s more competitive than ever before. The optimal in-person retail experience puts the customer in the driving seat in the same way as they are when shopping online – with all the product information they need to make a buying decision at their fingertips, and maximum ease of purchase; while the personal touch is important, many would rather gather information independently, rather than seek out a sales assistant. Cutting-edge technology can not only facilitate the type of in-person shopping experiences that customers prefer, but it can help to differentiate a brand, delivering beyond expectation – for higher footfall, better sales and increased customer loyalty.

Key Benefits:

Going above and beyond with a coherent brand experience

Digitally enhanced experiential stores can offer a holistic customer journey, with all the benefits of both the online and in-person shopping experiences. From the moment the customer enters through the door, they’re able to independently access all the information they need to navigate their visit. A welcome kiosk offers wayfinding and service details, with appointment booking facilities available (gesture-controlled sanitising stations are also situated close by, offering peace of mind); digital screens throughout the store offer directions and product information, as well as piquing interest with advertising; and when the customer reaches their area of interest, touchless product testers, product-specific content (that can be driven by age and gender detection tech), and lift-and-learn stations with QR integration all give the customer what they want – certainty that they’re making the right product choice.

Key Benefits:

Try before they buy – digitally or physically

Clothing retailers can offer their customers a virtual fitting room using AR technology, where a garment’s suitability can be discovered at the click of a button, or equip their fitting rooms with interactive mirrors – using RFID technology, customers are shown suggestions for other similar items, or accessories that they might want to style their new outfit with; it’s a sort of virtual up- or cross-selling, but without the perceived pressure that can result when suggestions are made by a sales assistant. Touch-free self-checkout systems offer the customer the same independence they enjoyed during their decision-making process – while an interactive self-service kiosk can also enable them to order in-store for home delivery, or order online and collect in-store, for the ultimate seamless, connected experience across digital and physical brand touchpoints.

Key Benefits:

Better decision-making driven by dependable data

In-store tech isn’t just a smart way to fulfil the needs of today’s tech-savvy customer, but to enable data-driven decision making to be made. Sensor-driven tracking not only measures footfall into the store but also records the flow of movement around the store, displaying it in real-time on a movement tracking heat map, enabling staff to position themselves in the optimal areas for customer service. This data can also offer insight into which areas of the store – and which products – are generating the most interest, and feed into the strategic planning for in-store advertising and promotion. Content can be tailored to cross-sell, based on the behaviour of other shoppers, while key locations can be identified as the hotspots in which to position high-margin goods or catch the eye with compelling displays (creatively lit with controllable LEDs for maximum impact) or impressive videowall installations.

Key Benefits:

Equip staff to excel: tech for efficiency and knowledge

The benefit of 21st-century digital innovation isn’t only to be seen in customer-facing parts of a bricks and mortar store, either. Operations in the back office can be streamlined, freeing staff up from daily frustrations – empowering them to do their jobs to the best of their abilities – controlling costs, and improving efficiency and productivity. For example, a signage change might have previously been a big undertaking; with digital tech, content and signage can be updated at the click of a button. Managed print services can ensure a paper-lite environment, which saves on resource use, ultimately saving on cost, while digital internal communications systems – with digital screen and personal app-based options – not only ensure staff are well-informed, but help foster the sort of company culture that promotes excellence, and, ultimately, drives optimal sales performance.

Key Benefits:

Raising profitability, future-proofing brands

The tech-enabled retail environment is ultimately a win-win. By integrating the physical and the digital, it’s possible to deliver a wow-factor shopping experience which puts the customer in charge, as well as streamline operations for business benefit, too. With the possibility of increased sales, through a more personalised, digitally interactive in-person shopping experience, combined with the efficiencies of time, resource and cost that can be made, retailers can ensure their businesses are more agile and resilient, no matter what the market conditions.