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This trend is all about the use of technology in retail, not only online, but also in stores. These stores will then be used to give the consumer the product experience. It might still be that the actual purchase of the product will be done online, but the decision to buy the product takes place in the store.
Stores that already use this technique are for instance Selfridges, where customers can get a virtual tour. But also Ikea now has added a tool in their catalogue with which customers can see what their product looks like in their own home. The Layar app, which is being used at Heimtextil is another example of creating the extra EXPERIENCE wanted.
image via IKEA