As more of our lives move online, these new ways of interfacing with reality as part of the third shelf of retail mean we can experience products in more immersive ways and in a way that feels more ‘real’.
How evolving technology is enticing the consumer back to the West End
26 Jan 22
Way before the pandemic hit changes in technology had already made a significant impact on the retail landscape. With new technology and integration of platforms across the industry, the shift from self-service retailing to one led by electronic communication was already in play.
The term ‘third shelf’ was coined some time ago in reflection of technological changes to retail. Where there has traditionally been two ‘shelves’ in retail – the first being the retail store and the second being the consumer’s home – there has since emerged a third shelf. The precise place, moment or opportunity, fuelled by the emergence of third wave technologies, where consumers can consider, interact with, or buy a product.
The Now Building @OuternetLondon (for which Iceni got planning consent) developed around the concept of the ‘third shelf’. It provides an immersive environment through 360-degree, 8k enabled floor-to-ceiling screens where products can be launched both physically and virtually. The blend of digital and physical, and of virtual and real, provides the opportunity to engage with a more diverse range of consumers in a different way – improving user experience and increasing the speed of customer interactions, whilst also providing a wealth of data for the retailers.
As more of our lives move online, these new ways of interfacing with reality as part of the third shelf of retail mean we can experience products in more immersive ways and in a way that feels more ‘real’.
The third shelf allows for a hybrid setting where customers can experience the joy of virtual reality but remain rooted in the physical world, contributing to the long-term success of highstreets.
Numerous lockdowns have taught us that people do not enjoy communicating solely in the virtual world. Physical interaction remains pivotal, enhanced by technology. The sweet spot will be finding a balance between online and in-store sales, using both of these spaces in a ‘bricks-and-portal’ omnichannel approach. Numerous lockdowns have taught us that people do not enjoy communicating solely in the virtual world. Physical interaction remains pivotal.
This is where the third shelf comes into its own – blending these two experiences together to give the joy of virtual and augmented reality, whilst remaining rooted in the physical environment.
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How evolving technology is enticing the consumer back to the West End
26 Jan 22 |
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