Technology has several focuses within the world of retail, from encouraging product browsing and supporting payments, to aiding staff and streamlining processes. Now the latest shift in focus is to customer benefits.

Already on the mark is House of Fraser, which is about to roll out a queue-busting technology that will reduce the time click-and-collect shoppers wait in store. The retailer will install the virtual queuing system to its entire estate by the end of the year in order to anhance its customers shopping experience.

Out of all the innovative technologies on the market however the one that keeps presenting itself and re-transforming itself again and again it is the simple digital screen.

A few of the promising retail technologies in the digital screen group include:

Digital screens have evolved into digital mirrors
LED displays with cameras mounted on top located in the fitting room. The idea being that when a customer tries something on the screen enables them to compare outfits as they go. It can display the item in question in different colours without the shopper having to actually try it on, and also gives a 360 degree view.

RFID can now benefit both the staff and shopper
In the changing rooms again customer are benefiting from handy product support. Screens with RFID technology within are able to recognise what a customer is trying on and suggest complementary products to go with it such as extra clothing, but also a belt, jewellery, bag, etc.

Lockers are offering more than just collection
Customer collection lockers are popping up in popular retail spaces across the UK in shopping centre, convenience store, supermarket and high street locations. The lockers, which feature a digital screen and keypad, are already being developed to offer more than just a way for consumers to collect purchases by expanding the screens messaging and function.

Mike McMamara, Chief Information Officer at Tesco, comments on the customer pleasing technology, “For us at Tesco, we see the main purpose of technology as improving the customer experience…the vendor community has shifted its focus in recognition of how, in today’s competitive and multichannel environment, technology can be real differentiator with the customer. “

Another technology trend among retailers is the customer, convenient app. This may not be brand, new but it is seeing a push as retailers compete to offer the best app and be found by the consumers.

As a result companies are focussing on a new term called ASO – app store optimisation – a process that ensures that an app is as discoverable within the app store as possible. As over 60% of app downloads in the iTunes store, one of the most popular places to download an app from, are found by search term this is crucial to retailers looking to gain or keep there competitive advantage.

Richard Downey, Director of The Mobile House, comments on the new tool: “A solid ASO strategy is the foundation from which other app acquisition tactics can flow: mobile advertising, email, CRM or TV. If your app is as discoverable as it can be then the success you see from your other mobile acquisition tactics will be amplified.”