Digital transformation has been in our lives at least for 20 years now. Retail is no doubt one of the most affected sectors during this transformation. Everything that can be transformed has already been transformed. Yet, we still prefer to have the physical shopping experience and 85% of the shopping is done in stores. We want to touch what we buy and feel its texture. We spend time with our families and friends and we enjoy it. Yet, it should be taken in consideration that 95% of all the shopping transactions are an outcome of both physical and digital platforms. Even when we wander around the store aisles we have our smart phones in our hands. We compare the prices, view other alternatives or we order online within the store. Even though we can’t let our physical shopping habit go, our virtual world is much stronger and broader. Stores are on the edge of phygital transformation. Physical and digital worlds converge and become phygital. We’re talking about physical experiences with digital traces on it. Mirrors transform themselves 1, objects start to talk 2, stores become phygital 3, checkouts transform 4 and the lights find their voice 5.
Considering that virtual reality applications are getting more popular every single day, it will not be surprising to see a new kind of mirror at stores. Adidas’ groundbreaking project enables you to try the products at home instead of going to a store. You can try whichever product you want virtually in your living room, at work or wherever you want.
A while ago, C&A Brazil redefined the hangers and used interactive ones instead. Each hanger had a small screen on to show the number of likes each piece of clothing got on social media. Even though everyone liked the idea, it didn’t get popular and implemented in other countries.
Tesco’s virtual store at the metro stations in Korea is one of the most popular phygital window examples. While waiting for the metro, you could wander around the virtual aisles, buy the products you want simply by scanning them with your phone and get everything delivered to your home on the same day.PROJECT DETAIL
Amazon has introduced a new kind of store that will sure change the future of shopping: AmazonGo. What is so different about Amazon’s new concept though? AmazonGo is a store with no checkout required. You simply put the stuff you buy in your own bag and leave the store. Amazon’s Just Walk Out Technology detects everything you buy and keeps the record of your virtual cart.
A project by Carrefour and Phillips allows your smart phone to communicate with the lighting system in the store. The lights inform you about the campaigns and lead you to the aisles where you can find the products in the campaign.PROJECT DETAIL