A recent study by The Control Group reveals new details about the evolution of retail technology. As agbeat.com reported, retail technology "will drive significant change in the retail experience by providing more immersive, personalized and cohesive brand experiences as well as new mechanisms for capturing, measuring, and understanding consumer behavior."

The study notes, "Brick-and-mortar retail hasn't changed drastically since the early days of the shopkeeper. It's long been an experience based around tangible goods on shelves and a clerk behind a counter. Even if wooden boxes and coins have been replaced by cash registers and credit cards, the basic process of a retail purchase has looked pretty much the same for thousands of years."

However, the study points out that technology now automates wayfinding, comparison shopping and point-of-sale transactions. Additionally, the study asserts that consumers have changed their attitudes towards privacy and expect more from the stores they patronize. Also, over half of all American shoppers shop with a smartphone in hand, and the online shopping experience has become more personalized and engaging than the offline experience, "but people still want to try on pants."

According to the study, there are seven technologies that are redefining the retail experience, and "retailers of tomorrow will need to invest in technology that brings valuable interactions and services to the customer experience and solves clearly defined business problems." These technologies are:

  1. Computer Vision and Facial Coding
  2. Touch- and Gesture-based Interaction
  3. Projection
  4. Printed Electronics
  5. Wireless Interactivity (RFID/NFC)
  6. Captive Portal / Passive Analytics
  7. Mobile Payment

To read the rest of the study, click here.

Read more about consumer behavior.

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User Comments – Give us your opinion!
  • Ken Lonyai
    37265879
    While some of the technologies mentioned are new, my firm has been providing retail experiential technology for over a decade. Unfortunately, despite this latest report and the obvious reality, the majority of retailers don't get it and will continue unchanged.
  • Adam Watson
    36455219
    Great article - everything is going digital. And with everything going digital, retailers get to have fun sifting through endless amounts of data. Information overload is just beginning for all of us.
  • AJ Wilcox
    36451855
    Good point. It's really ridiculous to me that retailers in general have not adopted technology. I was paying attention when Walmart started to use in-store portals and analytics, and it wasn't a few months before the project was scrapped. I admit I'm a little biased when it comes to technology, but I tend to interact with something more when technology is present. Time for retail to catch up! AJ Wilcox www.domo.com
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