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of in-store perks and letting customers know e-commerce and content that brands produce power to the store associate as they arm them when items in their shopping cart are in stock. on their website or YouTube channels—and with more and better information to serve the It is all about utility, making their lives easier use that data. From that, we could perhaps customer. They can provide information such and the end goal is always to make shopping change the messages on the shop signs as what someone might have bought before more fun.” or what is on their wish list or even what sort US department store operator Macy’s has of products they started to interact with at also been an active initiator in connected store the store. “This enables better conversations strategies. It claims, for example, that its stores “ between the customer and sales associate and are seeing tangible results from the adoption of One of the keys to applying basically shows the customer that the sales radio frequency identifcation (RFID) technology digital to retail is to unlock all assistant is listening and paying attention,” to improve inventory. In select Bloomingdale’s the great content and data that says Milan. stores, new Smart Fitting Rooms are also This means that although stores may become said to enhance the shopper’s experience. is available from the internet more technology heavy and connected, in-store A mounted tablet in the ftting room lets staff will remain important. “Retailers have to consumers and associates check on product continue to invest in their staff because they availability, read reviews, fnd complementary ” need these people, they are the ones that can items and call the shop assistant. really make a difference if they want to Razorfish co-director for strategy and innovation Christine Milan differentiate from online,” comments Planet Unlocking the data Retail’s Klug. “Hand-held devices like iPads Razorfsh’s Milan says that there are two main make sense; they create the connection with areas where technology is useful: helping the online, give staff the opportunity to order customer get more out of her visit to the store, depending on what the shop knows about [the products and see when items will be available, and helping the store assistant to better serve consumer] when passing in front of the sign, and give them the tools for making the best their consumers. “One of the keys to applying or change how the store could help in self- recommendations,” says Klug. It is not just a digital to retail is to unlock all the great content servicing, or help advise her on what to buy,” matter of harnessing loyalty, she adds. “More and data that is available from the internet— explains Milan. important than loyalty is the ability to offer the the interactions of customers with the brand’s She adds that digital tools can also give more ideal product to the shopper. If you can n n n November-December 2015 - N°24 - BW Confidential 69