Online shopping has created an efficient and enjoyable shopping experience for its users, and now, brick-and-mortar shops are trying to do just the same — by moving the online experience offline.
Kate Spade Saturday, an innovative retailer in Tokyo's fashion-forward Harajuku district, blends its online and offline worlds with in-store technology that emphasizes social sharing. Stroll through the flagship store in Tokyo, touch any of the oversized iPads embedded into the architecture and you'll get a bottomless pool of product information, including clothing price, availability, design details and styling ideas. You can point at a coveted item, share with your social networks and ask your friends what they think about the dress that caught your eye. This kind of immersive shopping experience is exactly what the market — and the time-pressed, tech-savvy consumer — demands.
"Companies need to think beyond the desktop," says Shane Ginsberg, president of San Francisco-based advertising agency Evolution Bureau, which counts JC Penney among its clients.