Experiential retailing and in-store technologies
With a growth of online shopping and technological innovations, the role of physical store is changing. Consumers now want engaging and memorable experience beyond just sale transactions. To be in line with innovations and customers changing behaviour, luxury brands are starting to introduce new technologies into their selling spaces. The aim of this research is to critically evaluate the role of the in-store technologies for luxury brands within UK market, analysing whether they encourage consumers' active participation and higher level of experience intensiveness. All survey responses will be anonymous.
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Examples of In-store Technologies: Virtual Reality Glasses
Virtual Reality Glasses
Dior Virtual Glasses that allow you to see fashion show as if you were sitting in the front row. It also shows models during final preparations before the show, being made up by the expert hands of Peter Philipps, Creative and Image Director of Dior Make-up.
Tommy Hilfiger had similar virtual reality glasses where you can see the current fashion show.
Virtual Mirrors
Virtual mirrors that project the item onto the customer as well as showing additional information about the product.
Rebecca Minkoff has digital mirror, which can be used to browse items on the screen, see additional information and also select items that will be prepared for you in the fitting room.
Video Booth
The Burberry Booth allows customers to film their own versions of the brand's current ad campaign via real-time video-stitching technology.
Digital Screens
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