The retail outlet has always been treated as an important touch point in communicating with the consumer. Then with the advent of e-commerce, the spotlight shifted to the online UI.
Real world experiences aren’t going away though, as the Retail Renaissance trend pointed out a while back; they’re re-emerging in a big way. Digital technologies are revamping traditional retail, and bringing it to life. Online is now driving the consumer offline. In fact the lines are fast blurring and brands that still silo the two are going to have to play catch up.
Digital for digital’s sake might not cut it anymore, digital strategists are fast becoming experience curators who have the discernment to weave uninterrupted brand experiences across platforms.
While digital offers convenience and technology, brick and mortar stores offer sensorial immersion. The sweet spot lies in the coming together of these worlds. The recently transformed Burberry flagship store in London is a great example. The store is transformed into 44,000 ft of digital wow. From mirrors that are motion sensitive and turn into runways, to live streaming of the London Fashion Show, this store is a living breathing brand world.
Then there’s Audi City, mentioned in my previous post as well, which is a first of its kind digital car showroom. With ceiling to floor ‘power walls’ that allow you to dream up exactly how you’d like your car to look, while letting you maintain a seamless experience from website to store and back to website.
While driving the consumer online was once the chosen path, bringing the online experience to stores is where digital truly comes a full circle.