Technology is invading the retail merchandising sector, with smartphones, mobile apps and tablet computers allowing consumers to conduct research and connect with other shops and customers while shopping in-store.

As a result, brick-and-mortar retailers are increasingly focused on creating an integrated retail experience that some experts claim to be more holistic than multichannel strategies, Forbes reports.

Sears is one retailer that has taken lessons from technology to heart. According to Forbes, the retailer has invested tens of millions of dollars into improving customer engagement, such as its "hyperlocal" mobile device application "SearsLocalAd.com."

The app allows users to receive local promotions, pricing changes and ads particular to local stores. "It extends the shopping experience beyond the print ad to include offers beyond the weekly circular," the newspaper explains. "The program lets shoppers build lists and send them to a mobile app, and have access to product reviews."

Other retailers have taken pains to revamp their store and customer engagement models as well. JCPenney recently hired a marketing guru from Apple to revamp its store layout and promotions.

This entry was posted by Retail Pro on Monday, May 21st, 2012 at 3:16 am .