Retail Is About to Be Reinvented, Driven by Digital Technologies
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Since around the time Amazon Prime began offering recurring orders on things like toothpaste and dish soap, people have been predicting the death of traditional retail. The ease of e-commerce, coupled with the reliability and speed of shipping, made the future of local shops and already struggling suburban malls seem grim.
Recently, though, technological advancements in near-field communication (NFC), interactive display and mobile payments have been bringing buzz back to the retail store. With this technology, marketers are merging digital and physical worlds to create seamless, predictive, personalized, and delightful environments that increase sales and brand metrics. Retail is on the verge of total reinvention. And that reinvention is rooted in the user-centric practices of today’s most savvy digital agencies.
Think of it this way: A brand is a galaxy, and all channels and touchpoints — social, websites and branded content — are planets. While a physical store is a planet, it’s one with many circling satellites; an ecosystem with its own set of orbital forces. Digital agencies are already keeping brand touchpoints in sync, but the retail store of the future will become the nexus of all user data, informing the physical brand experience.
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