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Technology’s role in the expansion of experiential retail

Worldwide retail tech spending will reach $203.6 billion in 2019. Macy’s is one of the biggest retailers adopting a lavish experience to customers. Their experience hopes to create a “real-life version of scrolling through Instagram.” 

With 87 percent of consumers starting their shopping journey digitally, it makes sense to try to pull the interest of buyers at the start of their journey. 

But social media is just one of many ways retailers can utilize technology to create game-changing experiences for their customers. Here are some of the key ways.

Technology turns shopping into a destination 

Experiences create sought after destinations that entice everyone’s FOMO, which ultimately brings in foot traffic. Hear of the Museum of Ice Cream? Or Meow Wolf? These brands have harnessed the power of social media in creating spaces that everyone “needs” to have that Instagram post from. 

The key to creating a destination is making an experience completely immersive. Retailers can offer spas, bars, VIP events, samples, movies, and other unique offerings. Technology can offer experiences like smart checkouts using smartphones, and special in-store only contests and offers that interact with special store-only features. 

Technology makes shopping more intuitive 

While the right space creates a destination, experiences ultimately need to support the consumer and make buying products an improved experience. Whatever your idea is, remember it needs to support customers making transactions. 

Tools like augmented reality (AR) through the use of apps can make it easier for customers to locate items. Apparel companies can utilize AR-enabled fitting rooms, while cosmetics stores can help shoppers choose the right shades and tones of make-up. 

Levi’s, for example, added a Tailor Shop for customizing jeans and t-shirts in their Times Square location. This created a sought-after destination, but it also served a huge purpose to their customers. It eliminated the extra step of having to go to a tailor, and also allowed shoppers to add their own unique spin on a classic, discount jean. 

Technology creates a community 

The best examples of retail experiences not only engage consumers with a brand, but they also connect humans to other humans. In today’s world of text messaging, social media, emailing and virtual meetings, most of us are yearning to make more meaningful human connections. 

A staff that shares the same attitudes and values as the customer is one way to establish a meaningful human connection. Hobby and home improvement stores can host classes where customers can learn about something they’re interested in, and meet new people. Grocery stores can add bars and cafes for people who want to meet other locals. Stores like REI have created vast communities of adventurers through its travel groups, lectures, events and classes. 

With 73 percent of consumers using multiple channels to shop, technology through the use of apps can keep consumers connected and engaged with a retailer’s community wherever they are. Push notifications can remind loyalists of events and in-store offers, it can make them feel like they’re “part of something” wherever they are. 

Choosing the right technology to create your experience

With so many different PropTech options to choose from, finding one that offers everything you need, and the capabilities to integrate with what you have. From critical communication to marketing, feedback and surveys, staff engagement and building control, Mallcomm is the perfect tool for creating any type of experience. 

Want to learn more about us? Click here to get in touch! 

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