Mobile devices on the shop floor
It’s surprising how many retailers still haven’t equipped shop floor staff with simple handheld technology like a tablet or mobile device. Doing so can revolutionise the instore customer experience. From advising customers on real-time stock levels to providing detailed, consistent product information to using devices as a remote till to check customers out anywhere in the store, mobile devices are a simple yet underused resource in retail.
For furniture retailers mobile devices on the shop floor go a long way to helping resolve the age-old issue of limited shop floor space. With the right backend system in place, furniture retailers gain the advantage of being able to show a far-extended range of products from the comfort of their own store, commonly referred to as an ‘Endless Aisle’.
Endless Aisle harmonises online and offline shopping by allowing customers to browse a full product catalogue while on the shop floor. Potentially this means showcasing hundreds more products than are displayed in the store as well as bespoke and made to order items.
The opportunities for upsells and cross-sells increases dramatically and suddenly the customer is sitting in a retailers store browsing for products online with the help of a shop assistant rather than at home with a barrage of intrusive adverts and distractions.

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Augmented reality embedded into buying experiences
For retailers already using mobile devices on the shop floor, the opportunity for innovating the instore Endless Aisle and online experience is increased thanks to affordable and brandable Augmented Reality (AR) solutions.
One of the biggest success stories within the furniture industry is Ikea who developed their own AR app. IKEA Place allows customers to see what certain products look like around their home using the camera on their mobile device. Should they like the product customers can purchase the product directly, in-app.
Another example of bringing a store into the customers home is the ‘Dulux Visualizer App’. This innovative and clever app enables customers to try different paint colours at home using their smartphone camera. After choosing a colour the app overlays it directly onto their wall of choice. Suddenly there’s no need to buy sample pots or take the risk of buying tins of paint that might not be quite right.
For furniture retailers working with tight budgets and/or extensive product lines creating 3D models of hundreds of products may seem like a lengthy task with the risk of little return. However, many retailers will already be running photoshoots for their online catalogues so taking a few additional photos that can be turned into 3D models may not be as time-consuming and costly as one may think.
Creating an Endless Aisle of 3D images viewable in AR seems like a much better way for the customer to interact with products than a flat 2D photo. Plus, if furniture retailers can incorporate this tech into their online experiences shoppers can place products they’ve seen instore, within their home environment adding to the overall brand experience and increasing the chances of winning their business.
Artificial intelligence to deliver truly personalised experiences
So far we’ve looked at tech that can enhance the instore shopping experience. Now we’re going to look at what retailers can do when it comes to optimising their eCommerce channel.
When it comes to shopping online, customers no longer want a highly personalised experience, they expect it and the retailers that can deliver are likely to win big. A recent study of 1000 consumers found that forty-four percent said they would repeat purchase after experiencing the benefits of a personalised shopping experience. This finding alone is enough to suggest that eCommerce personalisation is worth the investment.
In reality delivering personalisation online isn’t easy, especially for those using off the shelf eCommerce solutions like Shopify and Magento. Features such as personalised banners based on browsing history, auto-sorting products based on what similar customers viewed and personalised product recommendations can’t be implemented quickly or cheaply and are best delivered by eCommerce experts that have built platforms to deliver such experiences.
For retailers committed to getting ahead and offering a level of personalisation that the customer expects replatforming should be a serious consideration. But, personalisation does not stop there. Adverts, emails and direct mail communications should all be tailored to where the customer is in the buying journey, pre and post-purchase. Delivering this type of experience relies on retailers having a unified system that captures data across all channels and makes it accessible wherever and whenever it’s needed.