BY Capgemini
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Capgemini IT: GROWTH ACCELERATOR

IT trends spotted and checked by experts

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Immersive Retail: Bridging the gap between online and in-store


17 Oct, 2016 10:09 am

Customer demands are evolving so that digital technologies are becoming an integral part of in-store retail shopping. While most customers rely on online and mobile connectivity for shopping, they also still enjoy shopping in physical stores. Immersive retail experiences must thus integrate digital technologies consumers want and use when shopping at brick-and-mortar sales outlets.
A key example of such a technology that offers an extra level of service to in-store shopping is the Bouton Darty®. It allows customers to contact a Darty representative by pressing an actual physical button at the customer's home or a virtual one on a smartphone.


In the last holiday season, mobile surpassed desktop shopping visits for the first time. Yet, according to a Capgemini survey of 18,000 retail customers in 18 countries, physical outlets remain the preferred destination for shoppers and 72 percent of the respondents say instore shopping is "important or very important."
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