Brick-and-mortar stores are trying different things to connect with customers. They’re putting up big digital signs that direct you to different sections.
Another innovation is the high-tech fitting room. Instead of going through the hassle of actually putting the clothes on, you can put them on virtually on a mirror that’s also a screen.
You can also see what types of cuts and styles you might like, and buy directly through the mirror. He says the physical stores that survive and thrive must create these interactive experiences and those who ignore customer experience will be at a disadvantage.
