To meet and exceed consumer expectations it’s vital retailers keep an eye on the emerging tech that will undoubtedly impact future customer journeys.

How the physical and digital worlds are colliding is the subject of a new report by Retail Week in association with Intu.

In it we explore how retailers and shopping centre owners are working together to better blend the online experience with the real-world shopping environment to meet consumers’ needs, and highlight the benefits of property directors, chief information officers and ecommerce directors collaborating more closely to create better consumer experiences in their stores.

So what technology is helping to merge the online and offline worlds?

Image-recognition technology is one to watch, trend forecasters predict, with the tech helping shoppers track down products in stores using screenshots and camera phones. In the US, Macy’s is pioneering this technology via its Image Search app.

Virtual reality is another developing tech that will enable consumers to place retailers’ goods, such as big-ticket furniture items, directly into their own homes.

For Theo Theodorou, EMEA managing director at xAd, such technology has the potential to completely transform the purchasing experience.

According to PWC, in-store dynamic displays will change beyond recognition within the next five years, enabling customers to access the full range of sizes, colours and features for any product, regardless of location. “As retailers develop their capacity to manage distributed inventory, the lines between stores and warehouses will continue to blur. This will allow them to carry far less inventory. And through dynamic displays, retailers will be able to target promotions to products that are immediately available – to shoppers who value immediate availability,” the company says. 

Sun and Sand Sports

Sun & Sand Sports

Sun & Sand Sports’ digitally led concept store in the Dubai Mall 

However, the technology that could have the biggest impact on the merging of physical and digital is wearable tech, including smartwatches, wristbands, stickers or smart clothing.

Almost three quarters (72%) of shoppers believe wearable technology will be the future of retail – revolutionising payments, making it easier for shoppers and store associates to access product information, and for shoppers to receive offers and navigate round a store, according to research by Vista Retail Support.

The survey looking at consumer attitudes to wearable devices found 51% of shoppers believe these technologies will be commonplace in stores within two to five years. For 82%, speed at the checkout is the main advantage of using wearable technology, while nearly half (49%) believe it will improve their experience by allowing them to receive personalised offers when they are shopping.

“Wearable technology is going to change our in-store experience significantly,” says James Pepper, technical director of Vista Retail Support. “Faster payments and product information sent directly to a piece of wearable technology is the future of retail.”

Download the new Retail Week and Intu report

Read 'When digital and physical collide’ to uncover the future of phygital and find out how fresh thinking is future-proofing the stores of tomorrow. #RWPhygital

You can download it for free here.