Not only is technology developing very fast but so are the consumers who are becoming more and more open to technology adaptation processes. In what ways is digital shaping the way we shop, interact within physical retail environments? These days social consumers hold the power to shape brand’s presence whilst actually shopping, generating converstaions around it or particular products, tweet, like, check in and promote their unique presence at a particular retail place. Let’s look at it a little bit closer. 10 years ago we used to go to a shop, choose what we like. If we have a friend near by we might invite them to a fitting room to listen to their opinion about the chosen product. Today shop windows have like badge, which provides users with information of brand‘s social media presence. For example by liking a book store user can see new arrivals, read reviews wihtouot even having to actually step into the store. There is no need to actually shop with friends to hear their advice. Twitter and facebook enables us to share updates, picture and opinions no matter when and where we are. Diesel brought cameras to the stores which allowed suers to share their shopping intentions with friend in real time. Is social consumer of digital age is turning into very lonelly shopper in a physical retail evironment? Contemporary brands are integrating digital world into physical presence and vice versa. Technology allows contemporary shopper to publish its experience as they go, and at the same time enables customers to become advocates and be proactive. The great benefit for the brands is abiltiy to access real time data, see what customers think and feel and therefore, be responsive spontaneously. Social tools like twitter and foursquare encourage users to earn discounts. Soon there will be no specific time for sales, anyone can shop as cheaply as loyal they are to the brand. Uniqlo’s twitter experiment empowered users to increase the value of discount and shop at cheapest price possible, Gap has recently provided users with 25% of discount on all items in the store for forusquare check-in. What is next? Ralph Laurent impressed londoners with 4D projections at a store on Bond St. It seems like there are no limitations. Future is already here! Technological developments, innovative design and social content is becoming more and more integral part of our daily lives. Will selfridges start giving FB connect wrist watches to customers to enable them to tag items that they like all over the store and thus craete wish list that is instantly share with friends and family on facebook so they don’t have to think to much of what to get for a loved one for Christmas.
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