| |August 20189CIOReviewOnline platforms are potent at creating cost effective market penetration and give consumers a convenience of shoppingproduct knowledge through creative story telling should replace antiquat-ed sales techniques. Store designs, shop fits and lighting have become ever so important to create seamless environments and the training of store staff in customer relations will make and break brands. Retail stores have got to employ Omni Channel technology and Digital Signage's to keep a sense of fluidity and freshness.The bulky fixed furniture and packed isles have got to give way to light and adaptable fixtures that are capable of quick and easy changeover of roles. They should allow seamless integration of digital signage's and technology to enable sensory stimuli along with the capability of integrat-ing Omni channel strategies into the fixtures themselves. Sensory stimuli are powerful mediums for creating brand differentiation, from the look of the store to way it smells and how it communicates should be the first priority of the marketers, quality of the merchandise and merchandis-ing should take preference over the number of SKU per sq.ft.It is paramount that the customer feels pampered, since he's taken that extra effort to walk into your store. Since, he's here to see your latest col-lection, before it hits the online plat-forms. Smart retailers would indeed come up with new and compelling lures for consumers to step into their stores and then keep them there.The sales influencer has changed to exclusivity and the feel good fac-tor creating brand connect would be the free home delivery and cash on delivery provided by that store. In this case the retailer would be able to create a better value for his in store products as compared to his online catalogue, yet by providing a deliver facility keep a smaller inven-tory at the store and ship directly to customers who would prefer such a thing. Hence, this adds value to a customer while reducing his inven-tory carrying cost and double ship-ping cost on such products.The Brick and Mortar stores can provide a shopping experience and joy that online retailing can't and since most of us spend highly on satisfying our emotions, the lure of walking into a store would still be a very relevant feeling, it's on market-ers how they leverage it.We have been working closely with retailers and retail and design-ers to facilitate empowering physical retail with digital efficiencies while enhancing the excitement of shop-ping in the Brick & Mortar stores through constant innovation in shop fitting technology that can seamless-ly combine the two at the real point of sale, the rack. Huzefa Merchant
< Page 8 | Page 10 >