The future of shopping: At a department store




Successful retailers are engaging customers through "omnichannel" shopping—a mashup of digital and physical experiences. In this fictional scenario, a young woman heads to a department store to buy a dress. A sales associate brings her to a dressing room where an interactive mirror loads items she previously selected on the store's website. The mirror superimposes photos of the dresses onto her avatar. She rejects a few and then settles on a taupe cocktail dress. Before she commits to buying, she consults with a friend by video, who recommends a different color. She adds a necklace to complete the look.

The sales associate suggests that the woman wear the dress with a jacket she previously purchased online, and then charges the woman's account using a tablet computer. The item will be shipped to her home overnight.