This week, we went on an Oxford St retail safari to seek inspiration from the latest high street offerings. What we discovered were a number of retailers that forgot their customers as soon as they got big screens in their sights. Rather than enhancing the in-store experience, when can technology become a hindrance to customers?
For multi channel retailers, customer facing products and services have historically existed in two very separate worlds, offline or online.
For the most part, traditional stores allow actual products to be presented, and experienced by the consumer prior to purchase. The same products cannot be experienced or explained in the same way online, which instead allows for endless pages of combinations, and increased relevance through data driven personalisation.