Retailers will increasingly enable digital capabilities in-store to merge the online/mobile/physical store experiences.

Consumer expectations for assortment availability are raising as they expect to be able to buy anything, anytime, at any location or on any device. The concept of an endless aisle will continue to evolve with consumers gaining the convenience of shopping online merged with a more seamless and sometimes customized experience in store with access to extended assortments. By adopting digital technologies, such as kiosks, location-aware messaging and virtual walls, for dynamic content and service offers, the physical store will be more experiential in many ways to increase dwell time and brand preference; one example: fashion shows streamed in-store on magic mirrors and kiosks. Beacon-like technology will be rolled out further as more retailers leverage the capability to market and engage based on the physical presence of their customers. The growth and impact of omni-channel will drive RFID adoption in retail stores by enabling supply chain visibility and enhanced benefits in various retail business processes. Finally, customers will expect the time and fulfillment location of their order, whether it be pick up in store, a third party location or delivered to their home, to be seamlessly managed and completed at their convenience.

This post is part of Capgemini’s 2016 retail trends and strategies blog series. Read the rest of the articles:

Bill Lewis is a Vice President in the Consumer Package Goods, Retail and Distribution practice at Capgemini Consulting. He can be reached at Connect with him on LinkedIn and Twitter.