3 Retail Takeaways from SXSW Interactive Festival

Digital Channels and Brick-and-Mortar Work Better Together

Retailers are understanding more that digital and physical retail complement, not threaten, each other. Will Williams, Director of Store Operations & Retail Experience at luggage retailer Away, talked about how retailers must evolve the way they are available to their customers as consumer expectations change.

Technology Is Becoming More Intimate

During most of the panels I attended at SXSW, more people in the audience were on their phones either taking notes or scrolling the SWSW Go app for their next free drink. It was a perfect microcosm of Gayle Fuguitt’s, Chief of Customer Insight and Innovation at Foursquare, point that consumers always have their phones within reach. “Customers are inviting brands to connect with them through affinities on the device,” giving retailers a huge opportunity to use their data to make personalize their marketing.

AR/VR Launches Result in Great Publicity, but ROI Still in Question

Despite multiple booths promoting “the next big thing in AR” at the tradeshow, marketers are skeptical about the ROI. Among those skeptics is Scott Emmons, founder of Neiman Marcus’ Innovation Lab. Emmons helped roll out the AR enhanced Memory Mirrors at Neiman Marcus. While the PR surrounding the release was impactful, he questions whether they truly brought value to shoppers or the brand. Lauren Thomas, who covers retail for CNBC also shared that a few brands are piloting VR experiences for shoppers, but she’s not convinced shoppers want to put on a headset while shopping.

--

--

Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic. www.airship.com

Love podcasts or audiobooks? Learn on the go with our new app.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Airship

Airship

Urban Airship is now Airship! Leading brands trust us to help them achieve digital growth. We make mobile moments magic. www.airship.com