Enhancing the customer experience through digital technology

How digital technology can help transform and rejuvenate your retail environment

It’s no secret that the high street has become increasingly competitive over the past few years. We’ve seen multiple retailers suffer profit warnings with e-commerce giants and online shopping often blamed for the struggles on the high street. However, despite the struggles of many, there are some retailers who are bucking this trend and are thriving. Amongst these are luxury retailers such as Tiffany & Co. Burberry and Harrods all showing strong signs of growth in addition to more modest fashion retailers such as Zara.

What all these retailers have done well is embrace the digital transformation and are thus using digital technology to enable them to provide an innovative customer experience and give them the in-store edge over their competitors. Amongst these stores' digital arsenals are: attractive digital screens, self-service checkouts, augmented reality apps, automated click and collect services and, perhaps most interestingly, radio frequency identification (RFID) which can be used to help showcase tailored, relevant content on digital screens as customers walk past. Furthermore, RFID can also be used in fitting rooms to show recommended or coordinating items to the customer as well as in mirrors which can detect the item of clothing a customer is holding and then allow them to see what it looks like on a model visible in the mirror. Augmented reality is being implemented in a similar way, with retailers offering ‘virtual fitting rooms’ and apps that allow you to try on items wherever you are or see what a piece of furniture/decoration will look like in your home.

The technology that is available to retail stores now would’ve been hard to envisage 15 – 20 years ago, yet its scarcely believable that so few retailers are taking advantage, with many remaining sceptical and slow to embrace innovation. The benefits of having a strong digital strategy for your retail environment are clear to see, the implementation of such a strategy, however, is the challenging part. What you require is a partner who has the necessary industry experience. Who can make the process as simple as possible whilst generating cost savings through bespoke financial solutions? Who can manage the portfolio of technology whilst maintaining transparency? Who can remarket your old equipment, allowing you to stay up-to-date with the latest technology in the most cost-effective manner? A partner who wants to understand your pain points and lastly a partner who can help you enjoy today’s technology with tomorrow’s budget.


“39% of consumers have not experienced virtual or augmented reality in store yet and of those who did, only slightly over half were satisfied. This shows that we’ve still got a long way to come regarding the successful implementation of this technology within the retail environment, but we fully expect this to be a hot trend for the remainder of 2018 going into 2019.”
Source: PwC: Global Consumer Insights Survey: 2018

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We’d love to hear from you about your business! Feel free to contact us directly or fill in our short form below and we’ll be in touch for a no-obligation conversation on how you can modernise your retail environment and improve your customers' journey.

Dominic Cockram

Country Service Manager

  • Head Office Egham CHG-MERIDIAN UK Limited
  • Barons Court 22 The Avenue
  • TW20 9AB Egham, Surrey
  • +44 1784 470701
  • +44 7824 302956

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