How Fashion Retailers are getting Consumers in their Physical Stores

It is no secret that consumers have become more comfortable with online shopping even before the pandemic and brands have been making their websites more appealing and easier to shop on. However, people have been wanting to shop in physical stores more and more. Within the last couple of years, retailers have been creating new ways to bring new shoppers in their physical stores. A great example of brands leaning on physical stores more is the beauty brand Glossier. Since its inception in 2014, Glossier mostly sold their products online on their own brand website with a few stores around the US in major cities. Now, the brand is sold on Sephora’s website and in their physical stores for the first time and they are working on opening even more physical stores with one opening in Chicago this spring. 

Glossier’s LA Store Photo: Glossier via: Architectural Digest

Brands have been re-evaluating their physical shopping experiences and trying to make shopping easier with the digital landscape. Brands are leaning more on technological advancements to make more positive and easier shopping experiences for their customers. Technology is the future of fashion retail stores and is something that brands are going to really lean on within the next coming years. According to a McKinsey analysis of stores, store technology will likely double profits for brands and make stores easier to operate in the future. Along with this, technology can increase positive consumer and employee experiences. 

H&M Smart Mirror Photo: Jon Kopaloff via: Jus Style

Smart checkout systems are the biggest technological advancement seen in brick and mortar stores right now. Many stores have self checkout registers or kiosks to take orders or scan items for customers instead of an employee. These systems also offer contactless checkout such as Apple Pay to pay for products or garments and digital receipts that can be sent to a customer's email or phone directly. Additionally, many stores offer payment plans like Klarna or Afterpay for in store as well as online purchases. Another big thing that retailers are already doing is using Augmented Reality or AR. Many brands allow consumers to do virtual try-ons of their products both in store and online that allows consumers to try on clothing without needing to completely change. Some stores such as Neiman Marcus even use smart mirrors to do this experience.

Neiman Marcus Smart Mirror Photo: Neiman Marcus via: WWD   

Brands also use Radio Frequency Identification or RFID technology to enhance the shopping experience and help their employees more. Retailers are using it to scan garments that customers bring into fitting rooms and using them for virtually try-ons. They are also using the technology to take up to date inventory and stock of each garment so employees know how much is in the store at any given time. This helps store managers know what to order and what to restock. Amazon Go stores use this technology as scanners to keep track of what customers buy and how much stock they have. The scanners also gather the items customers buy and put it in a payment system.  

Amazon Go Stores Photo: Fabiana Buontempo via: Business Insider   

These technological advancements can be good for fashion retailers to put into their brick n mortar stores. They enhance the customers experience by creating memorable experiences in their stores and making many aspects of shopping easier for them. They make employees' jobs easier. This push for technology in stores is many fashion brands' efforts in creating different and unique experiences for customers. This allows brands to make more lasting impressions on various consumers in different ways and allows brands to take more risks when it comes to their business.These advancements are bound to increase profits and consumer insights. These advancements will be great for any big brand to do in the future and they will benefit many people. The future of retail looks bright with these technological advancements and they will surely make customers want to go into physical stores again.