When the high street becomes 'digital'

We all know the power of online retailing. People are all talking about how the internet world is going to take over the high street soon. I personally think this is way too extreme. Indeed, the convenience that you could get from shopping online is irreplaceable, but shopping in the virtual world can let you see, feel and touch the actual product. You can also get that 'shopping ambiance' which does not exist in the online world.

It is time for the high street to fight back, and providing an interactive shopping experience is the way to go. Example: we all like the Apple store because it just looks and feels so cool. All the products information are displayed on their iPads, just like what you will see when you shop online. Apple has combined both the online and offline shopping experience and has achieved great results.

Another example is the Marks and Spencer store in Cheshire Oaks. Lots of TVs, iPads (again), QR codes available for scanning, and of course free WiFi. The store even uses data feeds to provide personalized product recommendation. Great for cross selling.



With technologies there are endless possibilities. Features such as interactive mirrors allow customers to actually see how they look in different clothing items and suggests matching items for the outfit. These USPs differentiate a store from the others by providing a better and more complete shopping experience. This can be a reason for consumers to visit the high street.

So,  do you prefer buying online or offline?