A Review of Consumer-Facing Digital Technologies Across Different Types of Fashion Store Formats

Abstract

Several current trends in the fashion retail and marketing landscape are associated with the ongoing digital revolution, including the increasing tendency for fashion retailers to adopt consumer-facing digital technologies across their online and physical store formats. Such technology helps improve the store environment by conferring a more engaging and stimulating shopping experience for consumers. This chapter provides a review of existing literature, supported by relevant industry reports and current examples from key players in the fashion retail sector, to provide a comprehensive analysis of different types of consumer-facing digital technology in various fashion store formats and how they impact on the overall shopping experience. The authors review a number of technologies including interactive touchscreens, RFID tags, beacon technology, magic mirrors and mobile apps, and consider how they are implemented in online stores, digitally enhanced stores, brand stores and pop-up stores in the fashion sector.

Omnichannel Value Chain: Mapping Digital Technologies for Channel Integration Activities

“…Customer service integration refers to improving and enriching an interaction with a customer by blending the interaction simultaneously with other channels [12,31]. Around 85 percent of customers who are not able to accomplish what they need in one channel such as a website will switch to other channels such as phone, mobile app, web chat, social media or email [31].…”

“…Around 85 percent of customers who are not able to accomplish what they need in one channel such as a website will switch to other channels such as phone, mobile app, web chat, social media or email [31]. In-store customer service associates can use devices such as tablets, mobile to provide enhanced customer service, for example by looking up information through the system to assist the consumer, thus reinforcing brand values and delivering a good shopping experience [12]. To provide in-store experience online, retailer can offer services such as virtual fitting room based on virtual reality.…”

“…Similarly, to provide a digital experience in physical store, services such as "on screen customization" can be used. For instance, digitally enhanced stores such as Nike Town provide screens to customize one's shoes [12]. Similarly, customer service can be improved in social media channels by utilizing services associated to retailers' website using applications such as eBay ShopBot, which deals with consumer search enquiries on Facebook messenger and a variation of the application is now available on the Google Home device.…”

“…Another example of an onlineto-offline relationship is Sephora mobile application [53]. Digitally enhanced stores such as Nike Town are providing i-Kiosks to look up information digitally [12]. Retailers should also provide information based on customer social network via different digital channel [32].…”

“…If combined with data, extracted by the e-shop web analytics application will allow the company to provide better and more accurate services and make products proposals, which can lead to a more gratifying interaction and raise sales [13]. Swatch and American Apparel have implemented successfully mobile tracking in their stores to track and analyze customer journey in the store [12].…”