Nowadays, shoppers are becoming more flowy and different from one another regarding their buying preferences. Therefore, brands and retailers are expected to invest in in-store technology to offer a more personalized experience. They have to shift the customers from prioritizing convenience to experience to engage more audience and deliver fun.

Global research conducted by Klarna has forecasted that the future generation of consumers will prefer physical stores over digital ones. However, they are expected to look for more technology-based innovations in their shopping experience. 81% of Millennials and Gen X are looking for AR in order to elevate their in-store look.

Here are the strategies surrounding in-store technology to help brands and retailers.

Sensorial Virtual Try-Ons

Virtual try-ons are elevating retail shopping by preventing returns and offering an entertaining buying journey for Gen Z who seek sensorial experience. With convenient and trustworthy try-on technology, customers won’t have to return their shopped products. This also prevents bracketing (users buying the same products in different sizes and colors, and returning those they don’t want). The virtual fitting must give a realistic experience with the help of AR and 4K resolutions. Deloitte found that 40% of consumers are ready to invest more in an item if there is AR testing.

These virtual fitting technologies can enhance the visual merchandising experience and how the products are displayed. This allows the retailers to drive engagement by increasing dwelling time. In addition to that, this technology can assist retailers in personalizing the assortments and shopping experiences by surfing through the collected data on shopper behavior, preferences, and needs.

JD Sports from the UK collaborated with a tech company ZERO10 to work on an animated version of its Need It Now collection that gives visitors access to virtually try on the products from the collection with advanced features such as the effects of water droplets and more. Tommy Hilfiger, Coach, Macy's, Fusalp, Oroton, and Sorel are the brands that collaborated with ZERO10 for a virtual retail makeover.

Good American is planning to provide try-ons that do not lead to bad energy on the fit and size. Each of its fitting rooms in Los Angeles is fitted with technology with three-way mirrors and lighting that can be adjusted.

Holograms

One way to fulfill the hunger of consumers to see immersive experiences is to connect with their imagination and play a lasting memory. Digital holograms can nourish an effective narrative and social connection. The retailers can provide embed OR codes along with the experience to give the people a glimpse of the brand’s world.

Here, you can use surreal and fantasy-type designs through colorful and mesmerizing looks that leave an awe-struck impression. The smart digital mannequins and/or holograms can lead a buzz in social space, driving offline shoppers to the in-store experience.

H&M in Barcelona used hologram models along with social fitting rooms in the form of mirrors to foster social interaction and play with it through a QR Code that can help the shoppers customize the model and browse more products for distinct skin tones and sizes. Cos in Beverly Hills featured smart mirrors for digital mannequins driven by RFID tags.

Cappasity, a 3D and AR shopping specialist, provides AR holograms connected through QR codes as a part of its AR experience program.

Digital Wallets

Even though there is a heightened crisis on cost-of-living, digital payments are growing strong with an expectation in value-added features such as rewards, memberships, and low waiting time. This strategy can be used to automate the entire checkout process. Retailers can decrease the friction in checkout by streamlining digital wallets across ideal locations that are filled with people who prefer digital transactions. This can also help in reducing the timing of each checkout and fast-tracking the buys by eliminating queues and redirecting labor to do other useful work. They can work through the individualized payment experience with personalized spending through all social and financial brackets.

Boss teamed up with wearable payment technology specialists Digiseq and Mastercard to create a digital ID customized for each ski jacket to display the new technology’s magic in turning the clothing into smart devices. Customers can just tap on the sleeve to make contactless payments and get access to VIP spaces and services. Amazon stated that it will be going for a biometric payment technology in 500+ Whole Foods Market stores across the US.

Automated infrastructures, including biometric recognition, RFIDs, and AI-powered checkout cameras are becoming the major factors in protecting any crimes and frauds to be committed. Brands and companies have to invest in NFC and RFID technologies to streamline a short and accurate inventory and checkout program. But one has to be more careful with the automated checkouts as people can take out the goods that they did not pay for with or without knowing.

Macy's used RFID readers at the exit to prevent products from getting stolen. Most of the automated checkouts are not for full cart processing. Target started testing its policy that gives a limited number of items to be self-checked out.

Cover image: Tommy Hilfiger's AR Mirrors by ZERO10, courtesy MIXED Reality News.