Technology can be used in various ways: for experiential purposes, to appeal to mobile users, increase convenience for shoppers, to make them feel safer amid the pandemic (e.g. with contactless options), or to promote a retailer’s online presence.
Here are 14 of the most innovative examples of in-store tech from the past few years and more recently since the onset of Covid-19.
July 2020 saw the opening of Burberry’s first social retail store in China’s tech capital, Shenzhen. In partnership with Tencent, Burberry hopes to capitalise on both the region’s love of luxury retail and social media; combining the two to make an immersive and interactive experience.
As users interact with a custom mini-programme within the WeChat app, for example booking appointments, learning more about certain products and sharing their own UGC, they accumulate a virtual social currency. This currency is then used to gradually hatch and evolve an animal character on the shopper’s mobile screen while they are moving around the store – a fun and adorable way of gamifying the store experience and rewarding customers for their engagement.
As is common in China, QR codes are also utilised extensively. Clothing rails and other displays include dedicated QR codes to scan in the WeChat mini-programme to help customers find out more about the collections and explore visually-rich storytelling.
Harajuku, Japan, is home to the first (and very Instagrammable) Lush store that uses the #LushLabs app as the primary source of product information and in-store interactivity.
The store opened in late 2018 and is dedicated solely to the sale of its many different bath bombs, which are displayed in all shapes, colours and sizes, neatly on shelving units around the edge of the retail space, as well as on sushi-style conveyor belts. Shoppers are invited to select bath bombs that appeal to them by scent, visual appeal, or both, and then scan the product with the Lush Lens (a feature of the #LushLabs app).
Scanning the bath bomb with your mobile will reveal more information including its name, ingredients, properties and benefits, and visuals showing how it will dissolve in your bathtub. This is in place of the in-person demonstrations and black chalkboards commonly encountered in Lush’s other brick-and-mortar shops. Knowledgeable staff are also on hand to answer any questions and make recommendations if you’re looking for something in particular.
The Harajuku store is also completely packaging free, or ‘naked’ as Lush calls it.
M&S became the first UK food retailer to incorporate on-the-spot payment in its stores in late 2020. Pay With Me allows customers with a small number of items to check out with a M&S staff member while they are queuing, rather than having to wait for a self-service or manned till to become available.
A handheld device controlled by the staff member is used to take contactless payment for the items, freeing up long queues to make the store less crowded and ultimately safer for those shopping in-store during the pandemic. Apple Pay is also accepted by the devices.
This technology has been rolled out to 200 stores so far as part of its wider effort to make shopping at their brick-and-mortar stores more efficient, convenient and safe, which includes being able to book an in-store shopping slot online in advance.
In summer 2020, Fashion brand & Other Stories debuted a vending machine experience that allows customers to try out a range of products from its beauty and fragrance offering.
The vending machine serves as an interactive hub, featuring a large touchscreen through which users can explore the available products in greater detail, alongside in-depth visual storytelling. It’s also very practical too, as visitors will be able to find their beauty and fragrance favourites, or something new, all in one place, rather than scattered on POS amongst its extensive clothing collections.
