Editor's Note: 4 Cool Retail Technologies 
for the Hot Summer Months

1. Try-before-you-buy online content. One of the biggest drawbacks to online shopping is not being able to "try before you buy." Let's face it, despite the fact that e-commerce is exploding, many consumers today still don't buy merchandise (especially high-ticket items) online because they can't try out the items before they buy them. Well, the lighting section on Anthropolgie's website has solved this problem with a cool use of rich media. When a shopper places their cursor over pictures of lamps on the site, they can see what the lamps look like when they're lit up. It's simple, easy to use and very effective.