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Stores Starting to Feel a Lot More Like the Internet


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At Macy's new "digital fragrance bar," when customers pick up a perfume, a touchscreen lights up with information about the scent.

Leading stores are attempting to make the in-store experience closer to that of online retail.

Credit: CNN

Leading stores are attempting to make the in-store experience closer to that of online retail with the addition of augmented reality (AR), interactive touchscreens, and other technologies.

The goal is to attract younger shoppers and relieve the drawbacks of in-store shopping, and boost profits on sales by avoiding shipping fees.

Streetsense's Jamie Sabat said younger consumers use the Internet to shop products and brands, and the stores' new tech offerings are designed to engage customers and encourage impulse purchases.

For example, Nike's flagship store in New York City caters to users of the NikePlus mobile app, allowing them to reserve items on their phones, and request product holds for in-store pickup and instant checkout.

Meanwhile, the Sephora beauty product chain is testing smart mirrors, which let shoppers use AR on in-store tablets to virtually try makeup.

From CNN Business
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Abstracts Copyright © 2019 SmithBucklin, Washington, DC, USA


 

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