5 Steps to Building a Digital Store Consumers Will Flock To
Few have outlined how to create a strategy for digitally integrated retail stores
For 2016, the NRF trade show floor was full of the latest retail tech. From the fantastic Pepper robot, who told me that a dress flattered my hips more so than jeans and a T-shirt, to advanced Scanalytics sensors used to monitor store traffic; from in-store social integrations with Olapic to Salesforce-powered TOMS pop-ups, the potential of what will be the stores of the future were found throughout the halls of Javits Center.
In all my discovery and awe, there was one key thing missing, however: the playbook on how to actually approach the design and build of a digital store of the future.
What’s more, as learned about the fantastic capabilities of many exhibitors, I could not help but think that it wasn’t retail that didn’t understand technology, but it was technology that didn’t understand retail. After all, what good is the technology if it doesn’t enhance customer experience, streamline operations and increase efficiency—thus making more money? What’s more, how can putting technology into a store be smart if the cost of entry is astronomical due to a simple lack of understanding on platform agnosticism? In an effort to help technology and retail better work with one another, I created an outline for how to develop a strategy for an integrated digital store in five easy-to-understand steps.
Step 1: Research Your Store to Understand Challenges and Discover Opportunities