BY Capgemini
This page was produced by FT2, the advertising department of the Financial Times. The news and editorial staff of the Financial Times had no role in its preparation.


IT trends spotted and checked by experts


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.

Brands that realize offering immersive retail experiences is a key way to differentiate themselves from the competition and improve the customer experience, as opposed to investing in technology for technology's sake. 

Examples of how retailers have merged the best of both physical store and online worlds for immersive retail experiences:

- Customers at Starbucks' Roastery outlets around the world can learn about how high-end coffee is made by interacting directly with experts and "master roasters," learn about coffee manufacturing, and order specialty coffee and other beverages and high-end cuisine from Italy-based Princi.

- Amazon has opened physical stores where it makes e-devices, such as its Kindle Fire, available with physical books where customers can read reviews and ratings from the online store.

- Toys "R" Us' "R" Wish List lets customers create a gift registry online with a smart phone or tablet or onsite. Customers can use a "magic wand" to scans toys that are added to their "R" Wish List and print out their registries at kiosks inside stores.
more contributions
Pharmacists: The key to connected health
27 Feb, 2017 12:57 pm
M-commerce: Online retail goes mobile
17 Feb, 2017 10:32 am
Insuring at a premium price
9 Feb, 2017 11:10 am
Start-up your tech engines
27 Jan, 2017 02:21 pm
The battle of the smart home
16 Jan, 2017 12:26 pm
Li-Fi: Lighting up the Internet
22 Dec, 2016 02:17 pm