27 September 2016
BT showcases the perfect digital retail store
Alexander Black is the new landmark conception store from BT that fuses in-store buying with a individualized online experience.
Though around 90 per cent of retail gross sales still go through physical stores, today’s digital consumers progressively expect the ease and promptly available information of online and mobile buying piece buying in the flesh.
BT says the new Alexander Black store shows its retail clients how to meet this challenge and in the process grow operational efficiency, reduce reimbursement, increase gross sales and boost client loyalty.
“What to do is not the question,” says Hubertus von Roenne, vice president, global industry practices, at BT’s Global employment division.
“How to do it systematically, securely and at scale — which demands fully integrated solutions — is the tricky bit. That’s where BT can help.”
In-store digital solutions… with coffee
Housed in BT’s research and development facility at Adastral Park in Ipswich, the stirred store showcases the possibility of delivery the digital world to high street shops.
Retailers are given a time period vision showing how creative use of technology can radically transform in-store browsing and buying as we know it.
Rob Mayhew, from BT’s Applied Innovation & conservatory Centre (AIHC) said: “We are delighted to host the Alexander Black retail showcase at Adastral Park. The team from BT’s Technology Service & trading operations were instrumental in developing the showcase with BT Global employment. It builds on the other showcases we have here at the client centre.
He added: “The Research & Innovation team put in place and helped fund the technology for the showcase. It’s a great example of BT’s line of businesses working together. We are looking forward to hosting major clients to the showcase and building on the fantastic reputation we have at Adastral Park.”
Departments in the Alexander Black store include fashion, homeware and grocery plus there’s a sit down coffee shop. More than 40 innovative solutions are on show that retail merchants can introduce to give clients a more immersive and piquant store environment.
“Alexander Black looks and feels like a real store and even includes a coffeehouse to complete the buying experience,” says Hubertus.
“It allows our retail merchant clients to get their hands on digital touch points so much as a shop window display to show how they could act with shoppers out of hours, a memory mirror with a 360-degree view for trying on new outfits, intelligent merchandise labels and a mobile app for the coffeehouse.” “It integrates these solutions to blur the lines between buying online and in-store, creating the seamless brand experience that digital consumers expect.”
Technology that makes it personal
Personalisation is now critical, says BT. Digital consumers expect retail merchants to recognise them and offer tailored content and applicable special offers.
Accordingly, BT is working with specialist solutions partners, including the Acuitas Digital Alliance, to integrate their technologies behind the scenes at the Alexander Black conception shop.
This will allow retail merchants to mobilise their gross sales teams, check up to date stock levels and bring together many information sources that they can analyse for new business insights.
The newest conception store at Ipswich is the first for the UK following initial Alexander Black openings at BT’s client innovation showcases in Milan and New York. There’s besides a pop-up store at the Madrid showcase.