SPECIAL FOCUS TECHNOLOGY Let’s Get Ph
John Cocksedge, Head of Design at retail display specialist Fathom, explains how physical shopping experiences for their customers, base
Imagine walking into a store where you don’t need changing rooms to try on clothes; where interactive screens or a holographic room allow you to dress virtually and also offer you alternate items that may fit your chosen style parameters; and where virtual store assistants are always on hand to help and guide. If this all sounds a bit too much like something out of a sci-fi film, then think again. These types of shopping experiences are already being trialled by the likes of Nike, Gap, and Topshop.
In fact, the retail environment, has already been changed significantly by technology, with almost everyone across all age ranges now making purchases online. Somewhat more significantly even, the whole customer journey has changed beyond recognition. More and more purchasing decisions are starting via online research first, with actual physical interactions with products becoming more of a reason to compare, validate, assess, and confirm final purchase choices.
Take IKEA for instance, which has adopted the use of augmented reality, enabling shoppers to virtually see how a piece of furniture will look in their own homes through the use of a digital tablet or phone. This is ideal for the digital shopper, as they are able to make educated, validated assessments of potential purchases without fear, and potentially without even the need to visit a store.
Amazon has also raised the stakes by elevating online customer expectations via the use of one-click ordering, suggested similar or alternate products, and rapid convenient delivery options.
With flooring, however, it’s a little more difficult when it comes to marrying the online experience with the in-store journey. Flooring still remains as one of the last bastions of sensory shopping. People still like to see and touch the product before choices are made and shoppers also use the instore visit to seek additional expert guidance and reassurances above and beyond what the online experience can provide. In addition, the product tends to be large, heavy, and often in need of additional services such as fitters, all of which makes for a slightly more complicated purchasing journey.
This being said though, technology will play an increasingly major part in the future of flooring retail. One example of this already taking place is the recent Inspire Studios opened by Karndean Designflooring, which are designed to deliver a unique and fulfilling customer experience.
These in-store concepts are already featured in several flooring showrooms and furniture stores across the country. Central to the shop-in-shop setup, interactive play tables allow customers to select the perfect flooring solution for their home by exploring full product ranges, with each range supported by a lifestyle story and photographs of example rooms. The
26 | Tomorrow’s Retail Floors
customer can also use the interactive tables to digitally test their own ideas, giving them the chance to express their own personality and develop a look that fits their style- supported at all times by trained, knowledgeable staff.
Karndean Inspire Studios © The Shopper Agency
Karndean Inspire Studios © The Shopper Agency
www.tomorrowsretailfloors.com
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