There is enormous change happening in-store. Endless aisles, mobile POS, pop-up branding, interactive store windows, web-connected kiosks, virtual try-on, flash sales, augmented packaging. Add consumer invention into the mix, and we see almost daily acts of spontaneous experience innovation – show-rooming, social shopping, buy anywhere/ship anywhere.
But where many retailers are missing the mark is when they try to apply on-line strategies to the in-store environment.
The two experiences are entirely different.