How Technology Is Helping Retailers Bridge The Gap Between Online And In-Store
HP News, Friday, September 29,2023
Despite predictions about the 'death of the department store' and the 'retail apocalypse,' in-person shopping hasn't disappeared. It is, however, evolving to be a lot more tech-savvy.
At Sam's Club, shoppers can scan QR codes to request help from an employee, who can then chat with the digital assistant 'Ask Sam' to find specific product information. At H&M's COS stores, smart mirrors can scan RFID tags on the clothes then suggest matching items or request different sizes/colors without the customer leaving the fitting room. At Sephora's 'store of the future' in Shanghai, an in-store tablet can scan a customer's face to deliver ultra-personalized AI-generated recommendations for skincare and makeup.
This fusion of personalization, convenience, and experiential elements represents the new cutting-edge retail landscape, which blends online and in-store shopping into one experience that offers the best of both worlds. Retailers know it as 'omnichannel retail,' a tech-driven shift that was emerging before the pandemic and has accelerated rapidly. Data from McKinsey shows omnichannel customers shop more and spend more than single-channel shoppers.