Retailers such as M&S need to commit to understanding what it is that customers want from digital technologies, both in store and online
Quick read
➨ M&S is trailing an AR wayfinding app in a store dedicated to trying out new technologies
➨ List & Go enables customers to compile a shopping list of products and then follow directions to their locations within a store
➨ It was developed by London-based AR startup Dent Reality
The story
There are few sectors as well placed to take advantage of consumer interest in the ‘metaverse’, whether that is a 3D internet, a mixture of physical and digital realities or something more, than retail.
The pandemic put huge pressure on ecommerce channels in 2020 and, although the world has since returned to brick and mortar stores, retailers are keen to continue their digital transformations so that they are better prepared to meet demand while keeping customers loyal.
UK retailer Marks & Spencer (M&S) has publicly committed to doubling down on digital technologies, with chief executive officer Steve Rowe revealing in late 2020 that many of the changes implemented as a result of the pandemic would be made permanent.
But simply reacting to status quo-busting events is not the plan for retailers such as M&S. They want to use them to attract and retain customers, online and in the real world.
Take the example of M&S, which is now trailing an augmented reality (AR) wayfinding app in a store dedicated to trying out new technologies.
The app, known as List & Go, enables customers to compile a shopping list of products and then follow directions to their locations within a store.