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Retailers must embrace technology to stay ahead of the game


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42% of European consumers would like mobile payment options in-store while 45% of consumers claim a well- integrated multichannel experience has a major impact on brand perception.


BRINGING THE STORE TO ONLINE SHOPPERS AR can improve the customer’s online shopping experience by facilitating ‘live chats’ between online visitors and staff on the shop floor. This provides customers with an immersive visualisation tool for viewing products and improving the efficiency of stock clerks by visualising whether the placement of merchandise conforms to the guidelines. Imagine an online shopper is interested in


seeing what the fabric of a particular shirt looks like in the flesh. Unfortunately, they’re unable to make it down to the store, and can’t get a good enough close-up from the website. A solution could be to request a member of staff in the store to show them the shirt via smart glasses, such as the Epson Moverio BT-200. That way, the online shopper would still be able to inspect the shirt, without leaving the comfort of their home. Here lies a key strength of AR in retail; it’s capable of empowering your employees to reach out to customers beyond the physical store.


REAL-TIME OFFERS AND DEALS AR enables organisations to make use of their big data and combine it with information commonly available from third-parties (such as weather, TV programming and so on) to design customisable shopping paths for each consumer with real-time offers and deals along the way. Interactive screens can be used to assist customers on their journey around the store, whilst ‘virtual mannequins’ can be used to deliver branding messages, customised advertising and provide customer service updates in real time. Once again, the physical store should not be seen as distinct from the


retailer’s online services; rather, the two should work together seamlessly.


IMPROVING EFFICIENCY OF STOCK CLERKS Equipping your stock clerks with AR devices could enable them to follow merchandising placement guidelines around the physical store, potentially limiting errors. Stock placement is everything in retail and is typically managed via planograms, which have clear limitations as 2D images. The 3D capabilities afforded by AR would make this a much simpler and more accurate process, allowing stock clerks to focus on value-adding activities.


AR ISN’T A THREAT AR should not be perceived as a threat to the in-store experience. The future looks bright for physical stores – in fact, recent research shows that millennials are more keen on in- store purchasing than previous generations. However, what’s also clear from the survey is that millennials want high-quality retail experiences – and that’s where AR has a role to play. Clearly, the technology is capable of enhancing retail brands’ relationships with their customers, whilst empowering employees to achieve more with their time. As the pace of digital innovation steps up a gear, retailers must stay ahead of the game and embrace AR; otherwise, customers could look elsewhere. To conclude, it’s clear that the retail sector


is on the brink of a technological solution. Retailers which fail to embrace innovations like mobile POS systems and AR could fall behind as customers demand their stores properly reflect the digital age.


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