Page 78 - Images Retail January 2018

THOUGHT LEADERSHIP

WHY oday, in the Brands merging online

and real-world experiences
age of online
IN-STORE shopping, with the help of the mobile
fl ash sales and
phone as a bridge are
convenience
seeing the benefi t in their
bottom lines.
EXPERIENCE T apps, some Th e best stores create a brand
retailers believe that digital
strategy is their ‘silver bullet.’
Yet with all this newness experience that is completely
MATTERS and buzz, what sets truly unique and unforgettable
for the customer. Th ese are
innovative marketers apart
spaces that customers want to
is a single, counter intuitive
MORE THAN insight: Th e in-store spend time in, that they look
shopping experience matters
forward to visiting and know
now, more than ever.
will always have something
EVER driving the importance of new for them to discover.
Broadly, three factors are
Th e challenge, then, for
the modern in-store brand
experience. top companies is clear: How
do you leverage the in-store
– By IMAGES Retail Bureau Inherent limit of experience to ensure brands
e-commerce experience: grow and thrive? Retail
“If physical retail is really in trouble then why is People still want to see, leaders from diff erent formats
e-commerce giant Amazon working on opening its touch and feel products, met to discuss: ‘Why In-
second brick-and-mortar store? Why have other and share with others – Store Experience Matters
previously online-only brands such as Birchbox ideally in a community More Th an Ever’ at the
and Warby Parker made the jump to offline? The of the brand loyal. Only a IMAGES Retail Editorial Meet
world’s most recognisable brands offer a feeling store can deliver that full organised during India Retail
experience.
Forum 2017 in Mumbai. Th e
and an experience. Although Virtual Reality and Shoppers are shopping roundtable was powered by
Augmented Reality are making great strides in less, but still they want their Philips Lighting.
digital retail, so far nothing can compare to the experiences to provide Th e esteemed panel
real-life experience of shopping in a store.” more. included Jitender Verma,

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78 | IMAGES RETAIL | JANUARY 2018