Over the past decade, retailers of all sizes have been driven by changing consumer to invest in digital channels including e-commerce and mobile platforms.
But now, more retailers are starting to use sophisticated interactive tools into the store layout including from digital displays to interactive tools. Simply adding digital or attaching a flat screen TV or table in store is not the answer. The era will have a Connected Retail experience.
Bloomingdale’s had screens throughout the store like digital wall or pillar, as compared to some larger retailers will flat screens in the back of the store. Some retailer like UNIQLO has in-wall screens tightly integrated with physical store design. 
Converse offers digital tools to allow consumers customize the shoes in-store and walk out with one of the many designs printed on the sneakers. Marks and Spencer Paris location offers co-browsing for associates to move to endless aisles together with the customers in a high-traffic mall. In Sephora stores, there is a touchscreen kiosk served as a centerpiece in the fragrance section. User can quickly navigate to the type they like. Beauty iPads are also positioned along the vanity mirrors at the makeover stations. Users can check out how-to videos and tips. Sephora’s mobile app has a scan feature to scan the product bar code, and then pulling up additional information and reviews on the product.
The digital displays are very powerful but also need to execute well. Companies all tried to drive customers to go online 10 years ago. Today, it is not about online or offline but the key is multi-channel so that shoppers can engage with brand and stores anywhere anytime.
