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Tech-Fuelled Retail: In-Store and Online

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Over the past few weeks, the Stylus Life team has been tracking the latest
innovations in retail tech ' the online tools making shopping seamless, and the
in-store tech that will encourage customers to head back to the high street.
Retailers are always seeking new ways to
entice customers and encourage loyalty, particularly looking to create
convenient purchase journeys that fit around shopping habits. This strategy is
seen through Mr
Porter's recent partnership with Apple TV
. A first for luxury content-commerce
mergers, the collaboration sees the e-tailer monetise its editorial video
content, letting shoppers buy directly through their TV.

Similarly, Instagram
recently announced it would soon start testing retail tools that enable users to
buy items found in their image feed ' a move that will help both brands and
tastemakers to drive revenue through the platform. The new feature, kicking off
in the US with twenty retailers, ties in with recent stats showing that
consumers increasingly shop via their mobile devices.
The consumer desire for convenience and
curation is also highlighted in recent
research
that discovered 43% of US consumers are likely to do their holiday
shopping via online marketplaces such as eBay or Amazon, compared to just 15% purchasing
via an individual retailer's website. This dramatic difference is due to
marketplaces' ability to offer shoppers a simpler experience, with a wider
variety of products at the best prices ' all in one place.
So if shopping online is easier, what will
send customers back to the store? Well, a recent
survey
has found that 63% of UK shoppers still prefer the high street, but
are more likely to be enticed by tech-fuelled retail spaces. The convenience of
contactless and mobile payments was described by some as 'life-changing'. Meanwhile,
shoppers are more likely to visit stores with technology such as virtual
reality (57%) or smart fitting rooms (57%), which provide experiences that
can't be replicated at home or online.
Tesco is capitalising on this consumer
desire for technology, trialling
digital receipts
that offer shoppers personalised offers, while also taking
another step towards paperless transactions. The trial, running through
November, aims to give customers more choice. Beauty brand Charlotte
Tilbury
has placed digital interaction at the centre of its new store,
using virtual mirrors to help shoppers select their perfect look, and in-store
screens to showcase social media inspiration.

Brought
to you by Stylus Life, creativity and
innovation news from around the web.

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