BT today opened a new Alexander Black digital store experience in the UK to show retailers how they can transform their stores to meet the needs of digital consumers.
Many high street retailers have invested heavily in internet and mobile shopping, and this has transformed what customers now expect from their in-person shopping experience.
Digital consumers like the personalised service and information they get online and now expect a similarly rich experience when shopping in physical stores – which still account for around 90 per cent of retail sales.
The new ‘Alexander Black’ store uses digital technology to sell fashion, homeware and grocery goods in a more exciting store environment, helping boost loyalty and grow sales.
“People still really like shopping in physical stores but they want it to be much more like it is online: easy, personalised and entertaining,” says Hubertus von Roenne, vice president, global industry practices, at BT’s global services division.
“Alexander Black looks and feels like a real store and even includes a café to complete the shopping experience. It allows our retailer customers to get their hands on digital touch points such as a shop window display to show how they could interact with shoppers out of hours, a memory mirror with a 360 degree view for trying on new outfits, intelligent merchandise labels and a mobile app for the café. It integrates these solutions to blur the lines between shopping online and in-store, creating the seamless brand experience that digital consumers expect.”
Digital consumers increasingly expect retailers to recognise them and offer relevant special offers. BT is working with specialist solutions partners, including the Acuitas Digital Alliance, to integrate their technologies behind the scenes at Alexander Black. This will allow retailers to mobilise their sales teams, check their stock in real time and get business insights from the shop.
BT’s newest Alexander Black concept store is part of the Customer Innovation Showcase located at Adastral Park, BT’s global research and development hub.
BT operates a global network of innovation showcases with facilities in London, Sevenoaks and Adastral Park in the UK as well as Amsterdam, Beijing, Brussels, Delhi, Dubai, Hong Kong, Jakarta, Johannesburg, Kuala Lumpur, Madrid, Milan, Mumbai, New York, Shanghai, Singapore, Sydney and Tokyo.
Alexander Black concept stores were recently launched at the New York and Milan showcases, with a ‘pop-up’ concept store accessible at the Madrid showcase.