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Future of Retail — Omnichannel


issue 03


shoppers can research and select their items; interactive kiosks where shoppers can order items which are not in stock and have them delivered directly to their home; and mobile point-of-sale to eliminate queues and enable instant payments. Once previously considered direct competition for sales commissions by the sales assistants, the retailer’s website now becomes one of their key assets to help maximise in-store sales. Interactive in-store strategies for most


retailers build on the key elements of a seamless brand experience, a personalised shopping experience and bringing online into offline. One of the recent means through which


retailers can create affordable, large-scale interactive brand experiences in-store, is by leveraging the already developed digital assets through large interactive walls. Current advancements in touchscreen technology give any retailer the option of integrating digital signage within the store design in a very cost- effective way. In many instances, a lot of resource has gone


into developing the website and ecommerce system, with high quality imagery, videos and matching products. Using these digital assets in-store allows for much more flexibility than for example a poster – and high quality images come to their best displayed on a large screen, and are guaranteed to attract and capture shoppers’ attention.


REAL-TIME MARKETING EFFECTIVENESS Measuring ROI on interactive merchandising solutions with data and analytics is important – and easy. Today’s cutting-edge technology, including data capture through intelligent cameras and touchscreens, Peer-to-peer Bluetooth (beacon), RFID, motion sensors, touch point analytics, and geo-fencing, enable big data analysis to be strong point of competitive differentiation for companies willing to invest. It’s possible to trigger visual effects when


people look, touch or select a product. Beacon technology is already being used for location- based marketing purposes, but also to help


customise offers and promotions further by using advanced analytics, smart devices and the Internet of Things. In-store mannequins can, for example, send shoppers alerts about the products that they’re wearing. With the retail landscape changing, some


retailers shrink store space but increase the offer through endless aisle applications and removing traditional payment counters. At the same time there are ecommerce players and consumer goods companies that open physical stores to gain a better retail foothold for their brands.


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