Multidimensional retail // seamless integration the answer?

The way "Shoppers seamlessly switch between whichever tools (channels) best satisfy their needs at any given moment" is the key driver behind the emergence of multidimensional retail, according to Victoria Pascoe in an article on the Contagious magazine website.

As online retail continues to mature, the lines between online and physical (offline) retail blur as brands attempt to be at the forefront of this trend with new innovative and integrated strategies. As more and more shoppers combine their experiences, bringing online into each stage of the customer journey (awareness, consideration, purchase and post-purchase), brands are looking for new ways to optimise this trend and increase bottom-line sales as well as consumer engagement.

What are some of the strategies causing these lines to blur?

- Augmented reality - several big brands are testing out virtualisation of the shopping experience, allowing consumers to virtually try products on or have online face-to-face conversations with staff

- Mobile - an increase in apps, QR codes and incentives tied to the foursquare and Facebook 'check-in' features attempt to add value to the shopping experience and encourage consumers to share their experiences online

- In-store multimedia - more brands are bringing in new features to their stores to create a more digitally interactive experience that links into the online world

Some examples worth looking up:

• Augmented reality - Cisco Virtual Fashion Mirror; Forevermark Augmented Retail Jewellery
• Mobile - GranataPet Snack Check (see clip below); Coach - Kristin Collection; Tesco Virtual Store
• In-store multimedia - Diesel's Facebook Camera; Inamo Interactive Restaurant

  
And finally

It is important to remember that the key behind any strategy is to truly understand your audience and how they choose to personalise their shopping experience. A great deal of money can be lost attempting to be at the front of new media trends. Many brands feel a desperate need to be present in this social and mobile world, an attempt to stay on top of the fast-moving media environment. If the conversations and conversions aren't happening online, however, it is a waste of your time and money to invest in a strategy to be there. They key always to remember is to start with your audience and your product, to build a strategy from there that stands out in their context.

Case Study: GranataPet Snack Check

A fun, clever and interactive idea to create trial, social media engagement and talkability. Simply 'check-in' to foursquare on your phone when passing the GranataPet digital billboard and your dog will receive a sample to chew on then and there. Perfectly connects the online mobile experience into 'real' life offline trial, which is a key challenge for marketers.