These 5 Retailers Are Examples Of How To Use Technology
Omnichannel retailing has completely changed the shopping experience, and experts say it's here to stay.
As retailers embrace several different channels—including brick-and-mortar, online and mobile shopping—to appeal to changing consumer preferences, their use of technology has become increasingly innovative. Check out these five retailers that are doing it right.
When Amazon's Dash Button program launched last March, the industry was divided in its response—many thought it was a joke while others considered it to be the future of shopping.
The one-click ordering concept lets people automatically order their favorite household items—detergent, dog food, diapers, etc.—with the click of a button. The idea is for people to click the button before their frequently used products run out.
Though consumer adoption has been somewhat slow, the retailer announced more than 50 new brand partnerships in June, bringing its total Dash Button offerings to 150 brands.
This New York-based trendy apparel retailer received much praise when it brought "magic mirrors" to its stores.
The boutique's futuristic fitting rooms include interactive mirrors that allows customers to order drinks, flip through catalogs and communicate with sales associates should they want a different size or color clothing to try on.
The retailer boasts that the innovative fitting rooms have helped boost both traffic and sales.
The home improvement chain launched its virtual designer program, Holoroom, last year.
The program uses augmented and virtual reality technology, allowing customers to design kitchen and bathroom layouts on their tablets before seeing a 3D mock of their finished designs in the Holoroom using Oculus Rift VR headsets. At present, the Holoroom is only available in certain stores.
Nordstrom is using social media to appeal to its customers—turning likes into dollars.
This goes beyond merely advertising on social media outlets. The retailer created a copycat Instagram website called "Like2Buy" in 2014, allowing customers to interact with their peers and shop at the same time. Photos on the Like2Buy link to product pages on Nordstrom's company website, storing products in the cart that users "liked."
Cosmetics retailers are constantly looking for new ways to help customers find the perfect shades of makeup for their skin tone.
Several L'Oreal brands have launched mobile apps within the past two years that do just that. Using the apps, customers can virtually try on foundation, mascara and other products using their cellphone cameras before purchasing. The apps are meant to enhance, not take away from, customer's in-store experience.