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Wednesday, June 19, 2019, 23:04
Retailers see future shopping as merger of online, offline experience
By Pamela Lin
Wednesday, June 19, 2019, 23:04 By Pamela Lin

Riding the wave of innovative technology, fashion retailers are reshaping the future of retail by blending brick-and-mortar stores with virtual shops to provide a customized experience.

Raymond Leung, vice-president of sales and client services at Cherrypicks, a Hong Kong technology startup, said that the future of retail is about designing customer journeys that lead to loyalty

This was the consensus of speakers from the global retail industry who shared their insights during the Knowledge of Design Week 2019 (KODW 2019), which began Monday and runs through Friday in Hong Kong.

The innovative technology has transformed the customer experience in the retail industry and led the trend of online and offline integration to reinvent the business model, they said.

Themed “Designing Digital Futures” this year, the annual gathering of the global design community looks at how human-centered design serves as a bridge between technology and user experience in today’s digital era.

ALSO READ: Futuristic shopping — a seamless encounter

While virtual stores, which are embedded with advanced technologies, create daily digital touch points for consumers, brick-and-mortar shops create an emotional attachment to products and build connections between the brand and the customers, said Alexis Bonhomme, vice-president Greater China commercial of Farfetch, an online luxury fashion retailer.

Deeming itself first as a technology company, Farfetch has been adopting artificial intelligence, augmented reality and big data to provide customers with a customized experience in both their real and digital lives with a seamless connection.

Bonhomme said that clients told the company the four aspects they care about most while shopping. Topping the list is having a blend of the physical and online experience. Second is a personalized service with a fast and efficient shopping experience. In addition, customers want to receive the same consistent service and experience regardless of where they are.

Bonhomme said retailers have problems showing a full collection on a shop floor, collecting better customer data, and providing a truly personal service.

To tackle concerns from both side, Farfetch last year launched its store of the future, which integrates a physical-store experience, including interacting with sales associates and experiencing merchandise in a luxury-store setting, with a digital experience powered by big data and AR.

In the store of the future, customers will get the products they view online sorted out in the physical store to try them on. The digital mirror in the store allows customers to view and evaluate items in different sizes and colors.

“Offline and online are like yin and yang taking organic roles,” said Anson Shum, co-founder and creative director of Ookonn, a Hong Kong luggage brand. Shum weighed the equal significance of both online and offline presence for retailers. 

Referring to one of the four great classical novels of Chinese literature, Journey to the West, Ookonn was adapted from the character of the Monkey King. The fashion brand started its journey online and later shifted to offline, and the shift remains ongoing.

READ MORE: HKTDC brings local designer labels to New York Fashion Week

Raymond Leung, vice-president of sales and client services at Cherrypicks, a Hong Kong technology startup, said that the future of retail is about designing customer journeys that lead to loyalty.

pamelalin@chinadailyhk.com

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