The stores of the future will be very different from the points of sale we know today. They will integrate technologies to create optimized experiences in which shopping becomes a pleasure and can last as long as the customer wants.
Some of them aim to speed up shopping so that customers can pop in and take care of everything they need, while others seek to turn buying products into a form of entertainment and profit, keeping shoppers at the point of sale for longer.
Want to know the main ones? Check out the list of technologies retailers have at their disposal to create experiences tailored to the post-digital-transformation consumer profile!
1. Robotics
Although Artificial Intelligence isn’t yet advanced enough for all of your sales associates to be replaced by robots, robotics is already part of the day-to-day operations of major retailers such as Amazon. In many warehouse departments, robots help move products off the shelves and make sure they reach customers.
In the United States, the Lowebot — from the DIY retailer Lowe’s — is a bet that has been tested in San Francisco. It works as a mobile information kiosk capable of handling the entire sales process and guiding customers to the products they’re looking for.
Using fewer staff in stores isn’t just a way to save money. It improves service quality, reduces human error and creates a distinctive interaction with consumers.
2. Checkout without the checkout counter
Going to the register to check out may soon be a thing of the past. Panasonic has been working on smart baskets and carts that can recognize every product placed in them. These are hybrid digital assistants that scan barcodes or tags to add up the prices of the items inside.
Unlike the self-checkout services many stores in the US use today, there’s no need to go through a register, scan each product and pay. The goal is to reduce the time customers spend in stores where they want a fast shopping experience — supermarkets, for example.
When it’s time to pay, the basket is placed on top of a counter, it’s collected, and the system offers card or cash as payment options. The products are then packed in plastic or paper bags, and the customer can head home.
We can imagine a future in which everything will be better integrated with payment services such as Apple Pay. In that scenario, bills could be charged directly to the user’s credit or debit card and confirmed on their smartphone while the system bags each product.
3. Virtual and augmented reality
Augmented and virtual reality are no longer just for gaming companies. They’re increasingly becoming part of retail and serving as a bridge to purchasing even products that aren’t on the shelves.
AR apps use facial recognition systems and 3D video to create interactive mirrors, in which customers can see themselves wearing the clothes they want to buy without having to try them on.
Space, a Texas-based company, has developed another use for the technology: its system can turn any 2D or 3D surface into a portable touchscreen.
4. Digital storefronts and holography
The consumer profile has changed, and grabbing shoppers’ attention has never been harder. Most of us have our phones in hand much of the time and rarely stroll through the mall looking closely at each window display. That’s why storefronts have had to evolve to capture passersby.
Digital storefronts are custom panels designed to catch the eye of everyone walking by. They may or may not be interactive, but they’re far more effective than mannequins. The shopping experience begins with seeing what we want to buy and ends with the integration of other technologies inside the store — the self-service kiosks and the robots we mentioned in the first section.
5. Internet of Things
Internet of Things sensors are already part of many shopping environments. Soon, they won’t just be used to capture data for stores. Personalizing the experience is one of the big new developments with this technology.
Syncing with cameras and other devices at the POS will make it possible to know what a particular customer is looking for and how products can be displayed more effectively. There’s already a system, developed by Farfetch, that collects information and automatically creates maps for more enjoyable experiences at the point of sale.
6. Smart shelves
Smart shelves are an innovation that will turn the store of the future into a data-gathering machine, feeding that data into a system that improves both decision-making and the shopping experience. They’re electronic features that also offer advantages to the customers who use them.
The idea is quite simple: displays are updated in real time with prices, discounts and information about the products on the shelf. They also offer insights for retailers, counting inventory and letting POS staff know what needs to be restocked and when.
Companies such as the American supermarket chain Kroger have already integrated this feature into their stores. The smart shelves are connected to the internet and integrated with RFID tags that identify every item in the stores.
Soon we’ll see these innovations being used to promote what’s available in the store. Synced with motion sensors, they’ll be able to detect which products draw the most attention from shoppers and present customized, limited-time offers or trigger advertising related to the item in question.
The result? More profitable retail businesses that seize opportunities the moment they arise and can engage consumers in an automated way.
The use of technology in the stores of the future is set to grow, and soon even small stores will have at least one of the features listed here. Has your company started thinking about how digital transformation will change the shopper experience? Consider our suggestions.
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