Shopping is becoming a sensory experience

Although both online and offline retail are important for the customer, the two channels have only been loosely or rarely connected with each other so far. As a result, retailers do not have much information about their customers, meaning they are unable to offer them the right products. This is because offers and prices are the most important things in high-street stores, where the focus is more on how products are presented rather than the product experience. This has led to the situation in which decision-makers often see modern technology such as AI as a nice gimmick, but not as crucial to the success of their company.

Mixed reality allows retail to separate itself from the physical store. The technology augments the physical experience in high-street stores using virtual reality. A train journey or a layover in an airport lounge becomes a shopping experience for the customer in which AI adapts the product experience to their individual preferences and requirements. This is because every customer has a different product involvement, is at a different point in their buying decision process and is affected by different influencing factors.

An AI considers all of these factors to create a personal experience based on this information and to shorten the decision-making process.

Online and offline retail are seamlessly connected with one another thanks to AI and augmented reality. Retailers are already aware of their customers’ requirements and wants when they enter the store. The experience as a whole and providing competent advice – instead of simply just presenting products – are the most important things in high-street stores. The meaningful application of the technology enables the shopping experience to be comprehensively tailored to the customer.