As I wrote in my previous post (Digital Shopping Experience: Part 1), I attended the Dx3 Canada (#Dx32014) conference in Toronto last week. The Dx3 Conference brought agencies, brands, publishers and retailers together for two days of networking and education on current innovations of digital marketing in retail.
This is the second in a series of posts on what I learned at the Dx3 Canada conference. There were many great new shopping innovations everywhere I went at the conference. In this post, I want to tell you about a demonstration store I found in the middle of the conference floor.
As you can see in the pictures, it was branded with LXR & Co, but it underneath the covers, it used technology powered by Thirdshelf, Exponents and Shopify. The demo store showed off the concept of a fully digital interactive fantasy store of the future. I was given a walk through of the experience, and boy oh boy, was it ever delightful!
The main experience design components found in the concept store were …
1) Personalized product discounts
2) Integrated Store and Mobile/Web experience
3) Interactive Display Advertising in-store
4) Social Media Sharing
Let me take you through the steps that were presented to me at the show to give you a good picture of the shopping experience I received …
1) Download app and register for LXR & Co profile
2) Physically browse around the store looking for interesting products
3) Watch display advertising for product sales pitch
4) Use in-store tablet to find product details
5) Scan the tag and look-up product details on your own phone
6) Receive personalized sales promotions
I admit I’m unlikely to personally purchase a vintage Gucci handbag from LXR & Co, but if you’re in the market for Gucci, Chanel, Prada or other luxury names, you may be interested to know that they have boutiques in Beverly Hills, SOHO, as well as, having an online presence at LXR & Co. Rumor has it that they may also be considering opening a store in Toronto. Hopefully you’ll find the digital shopping experience I received, at the conference, in a store near you soon.
Let me know what you think of this experience. If you’re a shopper would you like this type of shopping experience? If you’re a retailer, what do you think of the risks and rewards to create an integrated shopping experience for your shoppers?