The digitisation of shopping and the influx of new buying formats which retail continues to unleash are transforming terminals into strategic hotspots for retailers at every level of the market. Highlighted below, is a small selection of services, formats and technology many brands can look to for inspiration when trying to capture individuals in transit.
At Burberry’s flagship emporium, large screens throughout the store bring the brand alive with regular fashion shows and events. Merchandise is embedded with chips that can be read by screens and mirrors using radio-frequency identification technology (RFID). For example, fitting room mirrors relay footage of a particular garment on the catwalk or details of how it was crafted, further enriching the story-telling opportunities.
Dramatically if a customer orders a bespoke raincoat all the screens across the store play a digital rain shower, with noise and scents of fresh rain being pumped around the store.