Evan Schuman's StorefrontBacktalk

Opinions on the effectiveness of QR codes enhancing the customer experience are mixed. Tim Greenhalgh, chief creative officer of design consultancy Fitch, says they must be used in more innovative ways. “We are ready for the next generation. If I am going to take the time to scan a code, then don’t just send me off to your Web site,” he says.

For example, Marks & Spencer’s recently launched mobile app includes a QR code reader that allows customers to access additional content, from product reviews to suggested food-to-order menus, by scanning codes on in-store signage.

Kiosks have also moved on. For retailers such as Tesco and Argos they are used as stock finders and range extenders but other retailers use them to allow customers greater interactivity with products. M&S’s Style Online, for example, allows customers to browse, build and order outfits via in-store touchscreen ordering points or an iPad-armed style adviser. “The new technology provides a more inspirational shopping experience and helps bring a wider product offer to smaller stores too,” says a spokesman.

Customer Inspiration

Makeover tools are also a popular way in providing inspiration to customers. Homebase’s Create your Own Look tool—available online and in its Aylesford store—lets customers upload pictures of their rooms and virtually try out paint, flooring, tiles and wallpaper.

Nails Inc’s in-store touchscreen in Harvey Nichols in London takes such functionality one step further. As well as ‘try it on’ technology that allows customers to visualize applied nail polish, customers can create a personalized polish that can be produced and gift-boxed in half an hour. “With the revamp of Nail Inc’s E-Commerce Web site, we wanted to bring the offline and online worlds closer,” says Helen McCall, account director at Tangent Snowball, which designed the system.

Getting the new approach to the in-store experience right is vital, stresses BT Expedite chief technology officer Steve Thomas, who is responsible for the iPad strategies of a number of leading retailers, including Aurora. “It’s about trying to take as much of the information you can get online into the store so that it’s more of a shared experience rather than simply staff standing behind a till,” he says.

Michelle Du-Prât, insights director at Household Design, points out that the store is becoming a key service touchstone and staff will play “an increasingly important role” as services such as reserve-and-collect develop further. “Integrating innovative services as a valid part of the shopper journey and not an add-on is essential to store format development going forward,” she adds.

But Greenhalgh warns retailers not to go over the top. “Don’t focus on the technology—focus on the seamless experience rather than having lots of individual experiences,” he advises.

Retail Week is the U.K.’s leading provider of retail industry news and insight, top retail jobs, key retail market reports and data, from across the entire retail sector. Visit www.retail-week.com for the latest breaking news, views and analysis on the U.K. retail sector.