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Retail trends: brands experiment with in-store tech to enhance shopping experience

With consumers’ increased appetite for e-commerce, brick-and-mortar stores have to work harder than ever to stay competitive. One way of doing this is to blend the in-store experience with technology, adding the convenience consumers love about online shopping to the real world. Let’s see how retailers are experimenting with in-store tech to boost customer experience and how you can join the party with Cappasity.

A great example of leveraging in-store tech is H&M Group’s recent pilot of new tech-enabled shopping solutions at their COS brick-and-mortar stores in the US. The technology provides shoppers with seamless payment options, personalized styling recommendations, faster checkout, and upgraded delivery and return options. The retailer explained in the project announcement that they see “increasing customer expectations for broad choice and exceptional convenience”, that’s why they continue to explore new ideas in order to create true customer value and drive change.

One of the most efficient ways to elevate in-store customer experience is to implement immersive technology into brick-and-mortar stores, so it’s no wonder that H&M Group has also introduced this technology into its tech-enabled shops. For instance, there are smart mirrors for virtual try-on and styling in stores. On top of this, the fitting rooms in the stores are equipped with smart mirrors that recognise the products brought into the fitting room and can offer personalized product and styling recommendations.

Here at Cappasity, we also think that technology has the power to make in-store shopping more convenient and engaging, allowing brands to meet ever-changing consumer demands. As the company that provides services for creating immersive shopping experiences, we offer multiple helpful solutions for implementing in-store tech to enhance customer experience. First, Cappasity allows retailers to create interactive AR holograms of items within as little as 20 minutes (vs 3–5 days). AR holograms target a common pain of shopping for apparel — the inability to envision how the clothes on hangers will look in real life. To help consumers better understand how the item fits, a store can print QR codes redirecting shoppers to AR holograms and add them to item tags. The consumer will simply need to scan a QR code with their smartphone, and they will be able to explore a whole outfit in the surrounding environment. AR holograms provide animated looks, allowing shoppers to see the materials in movement.

Additionally, with Cappasity, brands can create interactive 3D Views that allow shoppers to interact with items in many ways: change the angle of perception, zoom in, estimate the details and materials. Retailers can place a kiosk with interactive 3D Views of products in the store. In this way, if consumers can’t find what they are looking for, they will be able to examine the product on the kiosk’s display, and then either make an order through the brand’s site or visit the location where the desired item is in stock.

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Besides interactive 3D Views, brands can offer a virtual try-on for items that are temporarily out of stock. Cappasity allows retailers to create virtual try-on for watches and rings. If the shopper has a chance to try on items that will be in stock soon, they are less likely to turn to the brand’s competitors. Virtual try-on helps brands retain customers even if they can’t find what they’re looking for and provides an engaging and convenient shopping experience.

To implement immersive technologies into your store, contact our team via

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