In-Store Tech, Sales Driver or Hype?

Interesting article by Suzanne Bearne  Business of fashion article

Fashion retailers are increasingly integrating slick interactive technology into their physical flagships. But is all this in-store technology actually making the tills ring or merely providing opportunities for short-term PR?

Cool marketing draw and the beginning of an omni-channel era. Unquestionably, brands such as Burberry and Kate Spade are leaders in the matter, but we must shine the spotlight on  the financials to confirm if these efforts are worthy and with generate  sales.

A lot of the technical kicks will need to be ironed out as this innovative display concept is still in its infancy. The only hiccup – comes to where to test, they’ll need to conduct trials in the  store or online. Everyone likes free PR and the media can be good at hyping up the next best thing. There is also an awful lot of VC monies invested so they want to see and hear progress.

I work for marketing, and I have worked on projects with extensive research about the omni-channel in fashion and luxury business (http://fsh.by/kkRwLw), and clearly you can see that these kind of efforts are generating customers for the brick mortar and online markets, innovation is catchy and striking. The key take-away is consumers are interested in an amazing shopping experiences, if you have  happy customers, you have secure sales plus growth.