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Retail The connected store n n n offer the ideal product like a foundation physical products—that is not going to like Apple Pay. “Interaction needs to be color, the consumer will automatically come disappear tomorrow. But maybe there are almost more natural. The fact I have my back to your store.” things we can do in how things are organized phone in my hand with an app already or how they look,” says Razorfsh’s Milan. As downloaded, means the store will be able to Best of both worlds an example, Razorfsh created a concept for react to me entering the store, and maybe While consumers still come to the brick-and- car brand Audi, called Audi City, where the say hello, it may tell me what is new for me, mortar store for many reasons, connected Audi shop was conceived for smaller retail and what products I could be interested tools enable the physical outlet to showcase spaces in city centers or malls with one car in depending on what it knows about me. the best of both online and physical worlds. on display and a series of interactive screens It’s more how do those screens and mirrors This can be in the form of providing access to for consumers to personalize their car. “What communicate with me without me having to online reviews while sampling the product. we have seen is that the conversion rates and do anything,” says Milan. “For physical store operators it makes sense even the level of equipment for cars bought in The aim ultimately is to be able to match to focus on the fact that they still provide a those stores are superior to the ones bought consumers’ expectations in the store with unique space for shoppers to try products and in traditional stores,” comments Milan. that online. “It’s recreating in-store what this is particularly so in beauty,” says Klug. Digital tools, like virtual mirrors, will be even Amazon does online […] and applying “Shoppers want to try, smell and touch the more fuid and intuitive in the future, says that to a physical environment, and there items, which is not possible in e-commerce.” Milan. Even processes like check-out and is really no reason why you can’t do it,” “We still very much need to interact with paying will be easier thanks to technologies concludes Milan. n Connected retail technology at a glance NFC and Beacon technology NFC (Near Field Communication) and other location-based technologies like Beacons are enabling retailers to deliver tailored messages to mobiles. Such technologies have been useful for sending alerts on promotions and discounts, which can be an annoyance to some consumers, points out Planet Retail retail analyst Denise Klug. But retailers are also looking to use this technology in other ways. Supermarket retailer Tesco for example, has used Beacons to help consumers locate products in its stores and notify the shopper when a product is ready to be picked up. Sephora has introduced the technology to help guide shoppers in the store, as well as deliver personalized alerts to clients who opt-in, like birthday alerts or loyalty program updates. In other ways, Beacons have been used by retailers to notify a salon owner that an appointment has arrived or to help store managers organize the deployment of staff. Interactive product displays The physical product will continue to be important in the store, but interactive features can help improve the way products are presented or how the store space is used. They can also give the consumer the freedom to create personalized options, says Razorfsh co-director for strategy and innovation Christine Milan. Interactive windows and kiosks also offer consumers more options to fnd products, or even purchase them after store closure times. The Audi City (pictured) for example, has been designed as a cyberstore where the entire range of models can be discovered digitally on interactive screens. In Macy’s pilot stores, customers can choose to shop Macy’s omnichannel offering in the store via electronic kiosks and large interactive ‘lookbook’ displays, and purchase on mobile devices. It has also introduced image search technology that allows consumers to fnd items that match products to a photo that the consumer has submitted. 70 November-December 2015 - N°24 - BW Confidential