The connected store revolution has been under way for a few years now. Mainly present in concept stores (e.g. Citroën with its C42), or flagships (Adidas with its Adiverse Virtual Footwear Wall), the objective is sales-oriented, for a memorable experience, or simply to boost the brand image.
Digital outlets must above all provide support: To provide additional information and advice, an innovative sales argument, that will only capture people’s attention if the presentation works properly.
Sadly, many digital projects leave a negative image as they are not well executed, unstable, incapable of coping with frequent product updates, or too rapidly obsolete. Nor will they replace sales teams.
Read Elise Dupont’s article on strategies-ecommerce.com (fr).