According to USA Today’s article Touch-screens create
online shopping experience at store, “to enhance the in-store shopping experience….
retailers are looking for ways to bring the convenience, selection and ability
for product comparison of the online world.” More than ever before consumers
demonstrate a preference for browsing, searching and sharing in a digital
environment.
To address this trend, many large-scale companies like Macy’s or Adidas
with places of retail or POP environment are building interactive screens to
enhance the customer experience. This can take two forms, either kiosks or
digital signage. First and foremost businesses must consider the interactive
technology’s impact on the bottom line. According to Retail Customer
Experience, “it must be curated to specifically meet the needs of the
end-users.” With that consideration in mind, those who cannot afford the
massive money or space investment of interactive screens have instead opted for
tablets. Tablets have the potential to be highly effective customer service
tools, by shortening lines and providing an interactive sales experience.
This form of retailing is concerned with how
many different purchasing options the consumer has. Offering the interactive
option is essentially offering the customer efficiency and convenience, as well
as a highly-personalized experience – which many believe is one of the keys to
maximizing brand loyalty.
