Improving digital retail experience for the coming year.

Telstra transforms in-store Retail customer experience with Windows 10. (Youtube, 2016)

Retail campaigns have focused on attracting Millennial generation in recent decades, but with Generation Z, retailers need to satisfy the needs of digital generation. Currently, the techniques support companies to achieve digital strategies which provide unique and personalised services for consumers. Moreover,

"Shopping is no longer about

 going into a shop. 

It’s engagement."

The trends in 2017 and the past will influence how marketers need to perform for businesses and will provide brands with further ROI, with the ability to react and respond to their marketing activity more efficient. The retailers need to predict and create a digital model and gain the chance to catch the younger generation.

There are some trends outlined help retailers to do further decision-making.

Data and Technology

With the current introduction of artificial intelligence in the way of digital assistants. The data and technology see as an increasing number of data sources are available. This will provide a better analysis of data, both online and physical store, causing a customer content. Marketers also have reason to expect that there will also be more market automation, artificial intelligence as the technology matures. There is a report Future of Retail 2017, PFSK’s shows that retail need to restructuring operations and redefining the customer to offer more customised services, tailored to fit the shopper’s unique lifestyle.

As the photo shows below, there will be an AI robot be allocated at each retailer to help customers, improve their purchase experience and also increase the efficiency of the shopping.


How Artificial Intelligence Is Enabling Anytime Shopping & On-Demand Support (PSFK Labs, 2016).

Video Marketing

The video is essential of digital marketing, it would not slow down in the future. In the coming year will see greater use of video which will lead to higher engagement, brand recall, and ROI. Live video content is an effective way to engage shoppers; it works by bringing an outside experience into the store and allowing buyers to feel part of the scene on the show. For example, the high street brand Hollister uses video content in its store on Fifth Avenue New York. Moreover, according to Cisco earlier 2017, the video will account for 69% of all consumer internet traffic, and video-on-demand traffic alone will have almost trebled.

On the other hand, there also is an example held by Topshop. The store features video walls, but the content hasn’t been optimised for the screen size. It’s a small consideration but as a result, the video loops catwalk models that are stretched to the scale of the large screens making them appear malformed.

Therefore, video has potential to play an role in the future to push the development of retailers.

After reading this post, do you have any expectation of the development of retailers in the future. Welcome to share your opinion with me. We can have a further discussion about it. Thanks!

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2 thoughts on “Improving digital retail experience for the coming year.

  1. Thanks for you sharing. This post makes me remember there is a real-life example from Nike digital retail experience. It is a good way to connect the store with the digital marketing world. Marketers need to come up with some solutions to deal with the situation to eliminate the partition between the digital and physical landscapes. As you mentioned in this blog, they need to fully integrate current retail environment. Marketers not only need to create new interactions while expanding on product details and assortment with real-time availability. They also need to concern the experiences through using technologies to better connect customers and products. I think to use the digital strategies a lot will become the next step for retailers.


    1. Hi Jennifer, I strongly agree with your opinion to compete with peer companies. Companies all tend to use digital to enhance customers in-store experiences. With more consumers now attracted to the convenience of mobile and online shopping, the pressure is on retail stores to find innovative ways to leverage technology to improve the quality of service and attract potential customers. There also some figures show how important for marketers to pay more attention “recent report from Internet Retailing calculates that more than £150bn ($187billions) of retail sales are now influenced by digital and that retailers whose services don’t meet customers’ expectations could lose more than £12bn ($15billion) a year.” Today, consumers are already multi-channel shoppers. It’s now time for retailers and brands to live up to their expectations.


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