The battle lines have been drawn. In recent years, e-commerce has battled head-to-head with brick and mortar, to win over a share of the consumer’s wallet. Changes in buying behaviour have driven retailers to rethink the approach to sales.

Digital transformation is the process of using technology to redefine traditional business models. How has this changed the retail game?

Technology contributes enormously to social change, and as a result – shapes consumer habits. Stores have evolved to be more than just sales-driven spaces; they are experience centres. 78% of shoppers cite the ability to touch, feel and try products as the top reason for shopping in-store. Adding a multi-sensory element can be all the transformation needed.

A digital signage display doesn’t just have visual appeal; it can serve as a tool for product promotion, and most importantly, as an effective way to enhance customer engagement. Large screens lure potential customers and greet shoppers as they enter the door. A full turnkey solution allows brands to position themselves as trend-setters, setting the tone for an elevated experience unique to the store.

Self-service is the future of retail. Create a more personalised shopping experience by adding multiple touchpoints in the space. Shoppers can browse through product offerings and be notified on campaigns and discounts. Virtual wallets have become a reality. Incorporating technology to make the sale as quick and easy as possible – helps to create a richer experience.

The advent of smartphones has brought information to our fingertips. Research shows that mobile devices are at the epicentre of customer engagement. Retailers can build on this engagement by connecting with the customer long after they have left the physical store. Post-sale one-to-one interaction through various communication channels (message alerts, newsletters etc.); garners loyalty based on real relationships built with the brand.

The future is already here. Digital transformation forces brands to re-imagine the existing customer journey and find unique ways to revolutionize the way we live and consume. Some of the world’s leading brands are already changing the game, making use of premium technology and interconnected digital systems to create hyper-personalised customer experiences.