In-store experience: digital technologies retailers deploy in Europe in 2019

Among multichannel retailers around Europe, offering customers a satisfying digital in-store experience was taken quite seriously. More than three-fourths of European retailers were already using interactive digital screens inside stores. More advanced in-store innovations such as invisible payment options as made available by Amazon Go, or smart fitting rooms were not yet adopted, but likely to be rolled out in the coming year by over 30 percent of retailers. Augmented Reality (AR) or Virtual Reality (VR) technologies were still taking baby steps in stores, but over 50 percent of retailers were either trialing or would trial these innovations in the upcoming year.