How new in-store digital tools can drive value for shoppers and retailers

People today seamlessly integrate the use of all types of technologies in their lives, including the way they shop – at any time, at any location. As a result, they are more informed and selective about the products and services they want and use, and are more empowered towards the industries that serve them. In this environment, the growth of mobile features and device convergence such as smartphones are driving mobile commerce. At the same time, store visits are being enhanced by dynamic digital displays and personalisation through hand-held devices or the shopper’s own phone. These changes provide retailers with the opportunity to drive greater value by making the switch from “talking to” towards “engaging with” consumers and shoppers.