Retail Tech: In-Store Innovations
Customisation is the key to in-store innovations at the moment
Brands are building experiences at the front end of the shopper journey to engage customers on a new level. In-store screen technology has been key in this activity. Here are some examples of how brands are innovating directly in-store to win customers over and fight for wallet share.
Levi’s: digital detail
Levi’s London store opened in October 2020 puts sustainability and tech front and center of the shopping experience. They enable customers to access new product solutions:
- Design your jeans made from entirely recycled deadstock denim.
- Customers can find out lots of detail about the denim from swatches in store
- Book a bespoke design with a tailor for perfectly fitting and unique jeans.
M&M’s: Customised
M&M’s World, London store is a highly immersive experience allowing customers to engage with the brand physically and through screens to:
- Add personalised messages and even print their faces onto M&M’s.
- Order a bespoke mix of their favourite colours
- Create a video of themselves and share
- Engage with M&M’s Space hologram
Customers are highly encouraged to share their experiences on social to deepen the impressions gained from each customer's experience.
Lego: building blocks
The Lego store in Leicester Square again has interactive screens so customers can enjoy a unique and personalised in-store shopping experience allowing them to:
- Design unique Lego products and discover the online shopping service in-store
- Use their image for the Lego Mosaic Maker
- Build a one of kind mini-figures based on customer preferences
Zara x Battersea: omnichannel excellence
The massive store at the Battersea Power Station is a tech-driven space integrating Zara’s women’s, men’s, children’s, and home collections. The store is:
- Integrated with the brand’s app including a room-fitting reservation service
- Order from the collection online for collection in two hours
- Check stock availability
- A ‘Pay & Go’ service enables customers to scan and pay with their phones.
- A collection point with an automated storage area, which has a capacity for up to 900 orders
- And finally a return point and self-checkout area.
All these features mean these brands can offer an experiential omnichannel experience, combining the advantages of physical retail with the convenience of online shopping. Tying these channels and deeper brand experiences together is what retail is all about now.