In Insight, Retail, Tech

The digital marketing world is moving offline—and into stores. FeelUnique has opened brick-and-mortar stores in Paris, and so has Birchbox in New York. The Body Shop just introduced Alipay in London stores, enabling Chinese tourists to pay via their mobile phone. We even use our phones in-store!

  • Nearly 3 in 4 consumers (73%) use their mobile phone while they are shopping in the aisles
  • Millennials are more likely to turn to their mobile phones. More than 8 out of 10 (84%) use their mobile phone in the store

As retailers rush to deliver a store experience that merges digital technologies, mobile phone, and the physical aisle, they must walk a fine line between an elevated, or an eerie, experience. There is no one-size-fits-all approach, and consumer comfort levels vary depending on where and how technology is deployed.

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