Observed Signal · Jan 20, 2022 · Market Analysis · Source: CMSWire · Impact: 2/5 · Sentiment: Positive
Investment in Digital In-Store Experiences Gains Traction
Retailers are increasing investment in digital platforms with a growing focus on in-store digital experiences, according to CMSWire analysis. A global survey by Airship found nearly two-thirds of consumers use retailer mobile apps in-store to connect physical and digital shopping, with millennials most likely to use apps, price comparisons, and digital loyalty cards. Forrester analyst Brendan Witcher said physical stores often fail to meet digitally savvy expectations, pointing to QR codes, electronic shelf labels, dynamic pricing, and augmented reality for use cases like furniture and beauty. Medallia's Michael Debnar highlighted in-store app modes, mobile payments, wayfinding, and trip assurance as key features, and advised retailers to analyze customer needs and measure success. Experts also emphasized equipping store associates with voice-based AI tools so they can serve customers better. The article was published on January 20, 2022.
Provides market insight into retailer investment in digital in-store experiences, relevant to retail media and customer experience technology, but not tied to a specific industry-shifting announcement.
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Key Takeaways & Evidence Grounding
- Retailers are investing in digital in-store experiences through apps, QR codes, electronic shelf labels, wayfinding, and mobile payments.
- A global survey by Airship found nearly two-thirds of consumers use retailer mobile apps in-store to combine physical and digital shopping.
- Forrester Research's Brendan Witcher said AR makes sense for furniture and beauty but has limited use cases otherwise.
- Medallia's Michael Debnar cited 'trip assurance' as a critical digital experience for driving customers to stores.
- Experts recommend equipping store associates with voice-based AI devices to improve customer service.
Connected Companies & Entities
3 Entities mapped“Nearly two-thirds of consumers are using retailers’ apps in-store to meld physical and digital experiences, according to a recent global sur...”
“As put by Brendan Witcher, vice president and principal analyst of digital business strategy with Forrester Research, there's no shortage of...”
“Michael Debnar, principal of retail and digital innovation at Medallia, said the focus should always be on convenience....”
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