Interactive Technology Becoming More Important

Technology-based experiential retailing is becoming more of a key competitive advantage for retail stores in their fight against customer showrooming.
Retail Touchpoints recently published an excellent report on this topic, written by Jonathan Lee, entitled Using Innovative Technology to Address the Showrooming Challenge: “‘At this point, retailers need to be willing to experiment,’ said Nikki Baird, Managing Partner at RSR Research. ‘We’re at the early days of innovation in in-store technology, even though some of the technologies that retailers are looking at have been around a long time. Consumers just haven’t been primed to be receptive to technology as part of the store experience for a long time, but I think that is changing thanks to their online experiences.’ Retailers are keeping pace with showrooming and other consumer trends by integrating innovative tools and technologies into their brick-and-mortar stores. As a result, these retailers are creating more compelling shopping experiences, which helps to improve customer engagement and overall store traffic.”
Click the image to access the full Retail Touchpoints report.



This entry was posted in Part 2: Ownership, Strategy Mix, Online, Nontraditional, Part 3: Targeting Customers and Gathering Information, Part 5: Managing a Retail Business, Part 7: Communicating with the Customer, Technology in Retailing and tagged , , , , , , , , , . Bookmark the permalink.

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