BT's Milan concept
BT has opened a concept store, Alexander Black, in Milan to showcase over 40 innovative technologies aimed at creating a personalised experience for customers. BT says the new outlet demonstrates how tech such as RFID, NFC, Bluetooth, beacons and Wi-Fi can transform in-store retail and be integrated with its online, mobile and customer service channels.
“Bricks and mortar stores are challenged by the very deep changes in customer expectations created by the rise of online shopping,” said Hubertus von Roenne, vp, global industry practices, BT Global Services. “Successful retailers absolutely need to orchestrate new technology in a creative way and blend the digital and physical worlds so that their customers have the same amazing experience regardless of the place or time of their shopping.
“From interactive displays to digital screens where the content is personalised by relevant criteria, such as individual shopping history and demographics, there is a huge range of new ways to engage and delight the customers,” he adds.