Defining Store Technology Strategy
Our executives challenged our team to define the vision for the retail store of the future.
The Problem
Vendors were pushing a myriad of in-store technologies such as magic mirrors and large format touch screen displays; however, the appropriateness for the shopper and potential return on investment of these technologies was unproven.
The Methods
The two-year effort included strategic workshops, ethnographic research and customer journey mapping activities for a cross-functional team including store operations, store visual design, mobile strategy, information technology and omni-channel ecommerce.
The Solution & Results
Research combined with technology pilots revealed that our customers preferred the technology device already in their hand—their mobile phone. Technology efforts were refocused on in-store functionality for our mobile apps. Mobile app sessions more than doubled after the launch of new digital services in the apps.