2017 is the year Millennials overtake GenX; and it is a headache for retailers.
Millennials increasingly discover products online before going out to shop.
The need, then, is to create a seamless experience between on-screen and on-site shopping.
- Using smartphone for e-checkins, e-communication and e-engagement with shoppers and consumers, to blend the offline and online shopping experience. There are successful startups that offer such experience already.
- Creating “virtu-real” formats to provide consumers with a more interactive retail experience, for example, through the use of virtual fitting rooms and augmented-reality zones. Burberry flagship store in London does exactly that.