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3 Brands Transforming Commerce With In-Store Tech

Companies are constantly on a mission to make it easier for consumers to discover their products and to reduce friction in the buying journey. While many brands focus those efforts on e-commerce, there are a growing number of companies using innovative technology to improve the experience in-store. In fact, 58% of retailers believe that in-store technology helps them win new customers and retain current ones, according to a recent survey by Manhattan Associates. Meanwhile, 47% said in-store tech helps retailers “maintain and improve the customer experience.”

Here are three in-store tech innovations that other brands should envy:

Target’s Cartwheel app is a big player in the mobile commerce (m-commerce) realm. It’s a money-saving app designed to be used in-stores only. As customers shop, they can scan items to see if there are any deals — deals that aren’t listed on the store shelves, only through Cartwheel. As shoppers scan and choose Cartwheel money-saving offers, the total is tallied up at checkout, and all savings are displayed on the final receipt. Cartwheel also keeps a history so that customers can refer back to their savings in the future. The app boosted the amount of time shoppers spent browsing Target mobile by 251% one year after launching. Engaging customers in-stores and giving them tangible incentives to download the app proved to be a winner.

Lilly Pulitzer is engaging millennial shoppers on social media through their in-store custom Snapchat filters. The brand is “the first fashion brand to create custom printed geofilters with the platform,” according to Digiday. The geofilters pop up when shoppers are physically in the stores using Snapchat, and feature Lilly Pulitzer’s hallmark hand-painted patterns. While Lilly Pulitzer is a multi-generational heritage brand, Snapchat geofilters are targeted towards millennial shoppers, encouraging them to snap their in-store experiences that they may not otherwise share on social media.

The clear winner of in-store tech in the luxury sector is Rebecca Minkoff. Shoppers can browse the connected wall on the store floor, swiping through products, choosing items to be added to their dressing room, and getting a text when everything is ready. The mirrors in the dressing rooms are also teched out, with options to request different sizes, order drinks(!) and even alter the lighting. Check out the video below to see a demo.

The secret to in-store tech lies in useful customer engagement. No matter the platform — mobile, social, or in-store tech features — the most successful examples lie in functionality for the shopper.

Another brand that’s killing the game with technology is American Apparel. Read our free case study American Apparel Wants Your Selfie, Here’s Why to learn how they turn fans into social ambassadors.

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