Last year I wrote a blog post covering the deployment of digital storefronts, highlighting the challenges that these deployments have in driving customer engagement and commerce. In fact, my observations during the holiday season of 2013 led me to the insight that digital storefronts do not add a tremendous amount of value to shoppers.
Fast forward to early 2015 and a new evolution of digital store technology has emerged from eBay Enterprise. This new deployment feels less like a digital storefront and more like a well-integrated set of technologies that helps both customers and associates. Within the Rebecca Minkoff store in Soho where this technology is deployed, eBay Enterprise modified its digital storefront solution by:
- Moving the technology inside the store. The eBay Enterprise giant 'connected wall' is deployed near the entrance of Rebecca Minkoff’s flagship store, poised to engage customers with interactive product imagery and information while they shop. The key here is that the 2015 technology serves to augment the store experience by adding value within the context of the customer’s shopping journey, while its 2013 cousin attempted to overhaul the store experience entirely. It’s worth noting that the display is visible from outside the store as well, moonlighting as a marketing tool to draw in curious passersby.