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Opinión: 4 ways stores are experimenting with immersive retail experiences

Opinión: 4 ways stores are experimenting with immersive retail experiences
Abril 18, 2017

👤Periodista: María Luisa Ayala Fuente: Paula Bystrom, PR & Marketing Manager at Arno GB Ltd 🕔18.Abr 2017

 

The role of the store is changing. With more platforms, promotions and providers than ever before, consumers have never had so many options to choose from. This is all before we consider the popularity of ecommerce and the convenience of having retailers just a few clicks away.

However, while it would be foolish to dismiss the power of an online presence, the enduring legacy of the brick and mortar store is one that will not change easily. The rise of the ecommerce site will not be the last nail in its coffin, but rather compel the store to continue to adapt, and from that versatility, creativity is born.

This week, Shopify published an article that outlined some of the most inventive store designs, layouts and creative concepts that have sprung from the industry as of late. We picked out four of our favourites that utilise the best in technology and personalisation in order to create immersive and memorable in-store experiences.

Indeed, these stores make it clear why 72% of online shoppers still consider the in-store experience the most important factor when making a purchase. So, who are these industry innovators?

Ralph Lauren

Every now and then, a new concept emerges that has the potential change everything, and Ralph Lauren’s interactive fitting rooms are no different. After being launched in its flagship store in New York last November, its interactive touch screen mirrors have been causing quite a stir.

Sugerimos: http://www.america-retail.com/opinion/opinion-el-potencial-de-las-redes-sociales-para-el-retail/

Customers are able to flick through real-time store inventories, interact with sales associates and request an item in different colours or sizes – all without leaving the fitting room. They are also able to control the fitting room’s lighting as well as receive personalised suggestions to add to their outfit. Since launching, Ralph Lauren reports a 90% engagement rate.

Hunter

For Hunter’s second flagship store in Japan, the footwear firm brought Britain to Tokyo. The store utilises the best in digital signage and soundscapes as customers can select their new wellies while listening to the roar of a thunderstorm. Their commitment to creating rainy old England even includes a 570-square-foot digital lightbox that depicts a cloudy sky.

IKEA

IKEA has long been a pioneer when it comes to the in-store experience, so it is natural that they lead the charge into virtual reality (VR). Using an app called IKEA VR Experience, they are able to render 3D kitchens that customers can customise in size, colour and design.

Samsung

Samsung’s experimental flagship store in New York is structured around the belief that customers want interactions not transactions. As such, the company has created what can only be described as a “digital playground” that utilises the best in technology. The concept is contingent on allowing the customer to experience the product in a new way, be it by exploring a smart kitchen or listening to their favourite artist at one of their in-store concerts.

Investing in tech, engaging all of the senses and thinking outside the box are all essential ingredients for creating an unforgettable experience. Contact Arno today to discover what we can do for you.

 

Autor: Paula Bystrom, PR & Marketing Manager at Arno GB Ltd

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