The use of digital technology to reshape the retail store

Caboni, Federica
2020-01-01

Abstract

The creation of a retail store able to offer multidimensional experiences is one of the main challenges of the last few years. The blend of physical and digital elements permits to create a new manner to consider the evolution of a fixed retail store. The traditional retail store is able to integrate physical elements normally placed in a store with digital technology in order to create immersive experiences where people can interact with digital content by using only hand gestures and natural movements, in an interactive environment. From literature analysis, emerged that the Internet use and digital and interactive strategies are not being exploited in a broad way in order to revitalize retail stores normally placed within an urban area. Thus, this work will provide a new point of view about a traditional retail store becomes a multidimensional place by combining physical and digital elements.
2020
2019
Inglese
15
1
149
156
8
Esperti anonimi
internazionale
scientifica
Digital technologies; retail store; interactive experience
no
Caboni, Federica
1.1 Articolo in rivista
info:eu-repo/semantics/article
1 Contributo su Rivista::1.1 Articolo in rivista
262
1
reserved
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