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Crs, Something to Be Considered

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People who engage with a brand through multiple digital channels buy as much as four to eight times more as those who simply interact with retailers through one channel,” according to Maginus digital marketing executive Amanda Mulquiney.

ARTICLE HIGHLIGHTS:

While retailers may consider showrooming to be a threat, the power of in-store Wi-Fi and displays shouldn’t be underestimated.
M&S’s free next-day-delivery-to-store proposition has supported 54 percent of the orders placed or collected in-store since launch.
What began as a marketing gag generated engagement about the Bloomingdales brand’s use of cool technology to create excitement about the Super Bowl.
If that is the case, doesn't it make sense for retailers to use digital in-store, providing the types of devices with which omnichannel shoppers are already used to interacting with? While retailers may consider showrooming to be a threat, the power of in-store Wi-Fi and displays to enable consumers to access product information, reviews, and prices shouldn’t be underestimated.

Let’s look at three examples of retailers innovating with digital technology to improve their in-store experience and drive engagement and sales.

Marks & Spencer’s Digital Flagship Department Stores:
M&S has been providing more ways to access products, including the introduction of new browse-and-order points, large digital screens that play catwalk videos to showcase products, and virtual makeover counters with facial recognition technology. Its new multichannel Home Hub maximizes store space to focus on key products while allowing customers to order from its full range of offerings via iPads and large touch screens.

This technology is a great way to drive product engagement and purchases in-store, driving existing customers to login to their accounts, while providing rich information on omnichannel shopping habits. Retailers can enhance customer analytics for future insight and target customers in real time with geolocation-based messaging via push, email, or the in-store Web site.

M&S’s omnichannel offering is supported by its free next-day-delivery-to-store proposition, which has supported 54 percent of the orders placed or collected in-store since launch.

A recent Harris Interactive Poll found that the top purchase influences for in-store consumers were touch and feel (69 percent) and instant ownership, while reviews and ratings (59 percent) was top for online consumers. This illustrates the importance of M&S’s approach to driving sales by combining digital product information in a store setting, with immediate access to many of those products.

Virtual Window @ Bloomingdales Store
OK, so this was a Super Bowl-related marketing gag, but the idea behind it was great: Using virtual reality technology, this “try-on” system allowed Bloomingdale customers (or window shoppers) to see how 48 custom-made helmets looked on them in real time via a giant touch screen in the storefront window. This generated engagement about the Bloomingdales brand’s use of cool technology to create excitement about the Super Bowl. It also drove positive brand sentiment through Bloomingdales’ support of the charitable NFL Foundation, driving users to bid to win on their favorite helmets. What’s more, encouraging users to share their novelty images via social networks created more awareness of the campaign, which is likely to drive additional visitors to the store.

The technology can also be used to merchandise in-store products or provide online fulfillment for collection or home delivery.

Build-A-Bear Workshop’s Reimagined Store
These guys have completely redesigned its whole store experience around digital touch screens, merging the hands-on personalized bear-making process with innovative technology that can deliver a different experience with each store visit. Children interact with large digital screens at a number of stations during the bear-making process, enabling them to choose different outfits, sounds, personality attributes, and even scented stuffings.

Six months after implementation, Build-A-Bear sales increased by 30 percent. “We knew this was the digital generation. We were a very high-touch, interactive brand already, so deciding to use touch screens was a natural fit,” said Dave Finnegan, Build-A-Bear CIO, in an interview with Retail TouchPoints. “This generation of kids has technology in their DNA. They innately ‘get it.’”

Other retailers have a huge opportunity to use similar tactics to deliver richer in-store experiences that generate consumer engagement. It could be a strategically placed screen in a toy store to show videos of a toy in action or a touch screen in a fashion store allowing the customer to build and buy personalized outfits. In some new Lego stores, when a child holds a Lego box to a screen, augmented reality kicks in to display a visualization of the completed Lego model–creating a fun and unique shopping experience.

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