www.theattic-room.co.uk | Technology in Retail
The Attic Room a leading Retail and Design Agency providing a bespoke full agency service to premium beauty and technology brands worldwide.
Retail Design, Design, Design Agency, Premium Beauty Market
17352
post-template-default,single,single-post,postid-17352,single-format-standard,cookies-not-set,ajax_fade,page_not_loaded,,transparent_content,qode-child-theme-ver-1.0.0,qode-theme-ver-17.1,qode-theme-bridge,disabled_footer_top,qode_header_in_grid,wpb-js-composer js-comp-ver-5.5.5,vc_responsive
 

Technology in Retail

IoT, VR, AR,…IDK!

A great example of digital interaction with a ‘lift and learn’ wall where consumers can connect with the product and fixtures to create a multi-sensual experience.

image courtesy of Visual Image Displays

Will technology change retail on the High Street?

The current hope is that in-store technology can save our bricks and mortar shops. The plan being, to make the in-store shopping experience easier while being more personalised, convenient and fun.

Retailers are learning what works…and what doesn’t.

Recent years have been an experimental time with both brands and retailers trying out new ways to increase revenue by introducing technology to compete with the upward trend on internet purchasing.

However, consumers have shown little interest in technologies that replicate the experience of using a home computer; engaging more with those that offer a meaningful, interactive experience. This hasn’t halted progress and the idea that hidden technology which enhances the shopping experience has encouraged the development of equipment such as magic mirrors.

Augmented reality

 

image courtesy of Visual Image Displays

The digital influx started with the introduction of simple screens to fixtures, over time this has grown into a need to excite all of our senses adding sound and smell to create a more memorable occasion when interacting with the product.

Obvious examples of environments that instantly jump out by using simple tech are Abercrombie and Fitch and Holister where lighting, in-store fragrance and digital walls are used to change moods allowing you to believe that you are whisked off to a desert island; not new tech but very effective and doesn’t require the shopper to make any effort other than to enjoy the lifestyle that it offers.

 

Internet of Things (IoT)

Connecting and sharing data with the smartphones of consumers via an app seems a natural progression to allow targeted promotions and it is an accepted way of communicating. This form of personalisation also fits with other retail trends by offering deals to draw people into ‘buy it or miss it’ opportunities.

An inviting retail space

 

C Tilbury VR

The aim should be to build spaces that communicate your brand in imaginative and original ways. Consumers are drawn to strong brands that understand how to make their shopping experience better and have interesting stories to tell.

The need to feel comfortable, challenged or excited, dependent upon the targeted demographic, is paramount when creating branded environments. Standout retailers also understand that stunning interiors are an essential consideration and that new tech is only part of a much bigger picture which helps with the personalisation of the purchasing journey.

The future

The new challenge is to push ahead with technology such as virtual or augmented reality. However, digital executions commanding large budgets and timescales tend to be the province of global branding exercises which result in the investment in one high cost solution providing standout in only a few prime locations.

A successful future lies in finding a way to make scalable executions, making it possible to fully extend brand awareness or promotional results across the breadth of high street stores.

One thing we shouldn’t forget

People choose to shop in-store because they want interaction with the product. There will always be a requirement to design displays that subliminally entice and engage, rewarding consumers with an experience that they cannot get at home; mix this with the collection of data that artificial intelligence can provide and it will give a benefit to both consumers and brands.