Exploring the Reality of a Digitally Enabled Store

If the goal of retail is to become fully integrated, fusing the physical with the digital, then the following assets are recommended to be incorporated into the retail environment:

Mobile Tools
It's not enough to say that a retailer is "going mobile"; retailers need to show that they're "thinking mobile." Many large-format stores provide a glimpse of this mind-set, with updated mobile apps featuring both new content and functions such as wayfinding (i.e., the ability to see your precise location on the store map within the brand's app); product barcode scanning; QR code scanners; and some experimentation in augmented reality. For instance, Macy's flagship store reveals your exact position on its floor plan. Chicago's CityTarget finds the precise spot of items on your wish list within its store. Gap offers a barcode scanner allowing a user to compare prices and read reviews from anywhere while browsing in-store.