One step in thinking omnichannel is to spread more technology in the stores. The information possibilities online are enormous and the stores need to find ways to make it available there as well. It can for example be tablets or other units that are used to show products and add-on products, to order online directly from the store, or simply just sharing information.
QR codes can be scanned quickly and easily, and can be presented in several ways, it is just the imagination that stops you. Explain to the customer what happens when the code is scanned, whether it is an offer, more product information or inspiration or simply getting to the right page at the web store. One of the advantages that this results in is that you can see which products the customer find interesting in the store. Digital touch points in stores will be more common and consumers more willing to use them. They can be a great asset if they are used in the right way in the physical stores.
Lekmer opens a large kid and baby store in Stockholm in April, previously only available online. Apart from being able to have a look and feel at the product, the customers will recognize the web store. The store doesn’t handle cash, but offer card and invoice at no additional cost. There will be online stations with access to the entire product range at Lekmer.se and large digital screens. The solution for the digital store communication is delivered by ZetaDisplay. Their development goes toward solutions that are integrated with the customers and automatic change of messages at the digital screens.
To display a business’ full product range is for me very important, regardless if it is to show it in a store or at the web site. I still want to be able to see a product, even if it is sold out online or in the store, it can still be available in another channel.
Bubbleroom.se opened its first fashion store in Skärholmen, Stockholm in March, where the customers are welcomed by a 3D screen. You don’t need any special glasses to view the screen which shows the logo and bubbles for now, but will later on be used for product marketing. Instead of redressing a tailor’s dummy, several of styling possibilities can be shown at the screen.
In my opinion, that could be a real improvement to see how different sizes looks at different models instead of seeing a pinned product at a tailor’s dummy. If you compare it to flat poster that need to be changed, it’s not hard to prefer the technical solution.
When it comes to engaging customers in the store, a great example is McQ by Alexander McQueen’s flagship store London. You can take a picture and share your outfit in a large digital mirror that is used to show model images with the products otherwise. It will change automatically to mirror mode if you just come near it, and then you can share your image with for example e-mail or Facebook. They also have a large touch screen where you can view content in catalogues and movie clips, show it on a large screen at the wall, or share it in the same way as the digital mirror. Really nice modern technology in the stores that will be more common in Sweden as well.
We will see more and more serious omnichannel solutions for Swedish retailers the next years. We are ready to use the new technology in the stores. Just show us.
