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Retailers must work out how to link the mobile phones


of their customers to their stores if they are to ensure the physical outlet still has a place on the high street and in shopping malls as digital becomes all pervasive.


Interview with Stephen Hall,


former group head of creative at New Look Words by


Glynn Davis T


his tying of digital to physical is an integral part of the work retailers have to undertake if they are to maintain the relevance of their stores and engage successfully with customers. Only then


can they avoid the issue of having to offload units that are superfluous to their requirements as sales shift online. Stephen Hall, consultant and creative director who


until recently worked at New Look, says: “How retailers bring the phone and the shop together is the challenge. Having an ecommerce versus [physical] retail mindset can’t exist because the two channels are blurring for customers.” He cites ‘chatbots’ as an interesting use of mobile in-


store as they potentially give every shopper a personal digital style advisor in their pocket. “Based on the data that would be available on the customer the retailer would be able to have a conversation with them.


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