Omnichannel retailing is a ubiquitous initiative among retailers today. It's ambitious, necessary and very challenging. Each channel reinforces the others and Adam Silverman's digital store work is great stuff advancing the thinking around how retailers are bringing new digital tech into the store environment, putting into customer and store associate hands to drive value. He writes about it in a recent doc: The Future of the Digital Store. And, two millennials on our team tested out some digital store experiences recently. Here is the second in the millennials shopping experience blog series, this one by Laura Naparstek and Diana Gold.
On a recent afternoon, we took a walk down NYC’s Fifth Avenue to discover that many retailers are not always getting the in-store tech game right. This area of Manhattan is like an upscale mall where retailers experiment and test new in-store innovations; however, the technology we saw did little to reduce friction. Many retailers’ in-store tools were cosmetic—or broken.Read more