Online sales are booming, but retail technology isn't just for ecommerce. Retailers are taking advantage of exciting new devices and software to provide interesting shopping experiences and enhance their store operations. From convenience to novelty, these initiatives are aimed at assisting customers and drawing them back to the store time and again.

High-tech brick-and-mortar
Contrary to concerns that ecommerce would make physical stores unsustainable, retailers are finding ways to bolster their sales using technology and an integrated, multi-channel marketing approach. In fact, a recent report by Accenture revealed that 88 percent of consumers research products online and then head to a store to make their purchase. While online advertising is important and influential, retailers can play on the strengths of their physical store locations to offer customers opportunities not possible through online channels.

Retailers are integrating technology into their brick-and-mortar operations in innovative ways. Here are a few examples:

• North Face has introduced Watson, IBM's contextual computer that acts like a shopping assistant, in some of its stores, The Huffington Post explained. Shoppers can ask a kiosk questions and receive personalized answers that take shopping history, weather, location and other factors into consideration.
• Sephora created a "fragrance finder" to help people match scents with products, drawing on a database of information and using Big Data analytics to assist customers in real time, the source reported.
• Many retailers, such as Apple, are using mobile point of sale systems to provide convenient check-out options for shoppers. This technology also enables store clerks to better engage with customers, since they're able to assist people in the aisle and offer additional information about products.
• Nordstrom Rack is tracking in-store shopping habits to drive major retail business intelligence initiatives. The news source added that the store is using analytics to make small – but powerful – adjustments to its store layout and other operations.
• Ikea offers an in-store companion app to help customers navigate the store, according to the news source. Retail Wire also noted the growing range of opportunities that mobile apps offer for retail marketing. Merchants should focus on making the in-store experience more convenient and provide incentives to get consumers to install the app, the source suggested. For example, Walmart offers a "scan and go" app in some stores that saves shoppers time at the check out. 

Overall, retailers are thinking outside the box to revolutionize shopping experiences. The Huffington Post noted that the majority of customers will shop in-store if they're offered a memorable experience, according to research by Jack Morton Worldwide.

This entry was posted by Retail Pro on Friday, February 21st, 2014 at 11:21 am .