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