BT opens concept store to showcase the digital shopping experience
The new ‘Alexander Black’ store uses digital technology to sell fashion, homeware and grocery goods as it looks to create a seamless brand experience and blur the lines between shopping online and in-store.
Visitors are able to get their hands on digital touch points such as a shop window display to show how retailers could interact with shoppers out of hours, a memory mirror with a 360 degree view for trying on new outfits, and intelligent merchandise labels.
The shop’s café also has its own mobile app.
“People still really like shopping in physical stores but they want it to be much more like it is online: easy, personalised and entertaining,” said Hubertus von Roenne, vice president for global industry practices at BT’s global services division.
BT is working with specialist solutions partners, including the Acuitas Digital Alliance, to integrate their technologies behind the scenes at Alexander Black. This will allow retailers to mobilise their sales teams, check their stock in real time and get business insights from the shop.
BT’s newest Alexander Black concept store is part of the Customer Innovation Showcase situated at Adastral Park, BT’s global research and development hub.
BT operates a global network of innovation showcases with facilities in London, Sevenoaks and Adastral Park in the UK as well as Amsterdam, Beijing, Brussels, Delhi, Dubai, Hong Kong, Jakarta, Johannesburg, Kuala Lumpur, Madrid, Milan, Mumbai, New York, Shanghai, Singapore, Sydney and Tokyo
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