Telia Sweden says digitisation could make shopping in physical stores more of an event

Thursday 17 May 2018 | 14:00 CET | News

Telia Sweden said that the role of physical shops are changing as e-commerce continues to grow, and they need to adapt and use digital technology to make shopping more of an event than an errand. It said seven out of ten consumers like to enjoy culture, leisure, food, travelling and fitness, so shopping should become an activity, too. Four out of ten consumers said they would visit a shop more often if it had something extra to offer, such as a restaurant or creche.

Elin Allison, head of trade at Telia’s corporate division, said the advantage of physical shops is that customers can see, fell and smell the goods on offer. Telia sees the future in hybrid retail services, where technical capacity is used to enhance the presentation of shop merchandise.

Telia gave examples of new services that it said could enhance shopping. Digital screens could show different wares according to the type of customer on the premises at any particular time. Apps and use of an in-house network could help customers to find what they are looking for. Digital mirrors in fitting cubicles could enable customers to try on garments that are not in stock at that branch virtually, for ordering online. Heat maps could track shoppers’ movements in the store, so staff know when a queue is forming.

New ideas of this store are already employed at AMF Fastigheter property The Lobby in Stockholm, said Telia.

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Categories: Internet / Mobile & Wireless
Companies: Telia
Countries: Sweden
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