Forward-thinking brands are using next-gen tech to revolutionise fitting rooms. Tactics include facilitating reservations, letting customers test products against the elements and bringing online styling sessions in-store and AR try-on into shop windows to entice and excite even when the stores are closed. Elsewhere, artificial-intelligence-(AI)-meets-advanced-spatial-technology tools match bodies with products, reducing try-on time.

Some brands, particularly in the luxury sector, are leading a tech-enhanced charge into deeper brand immersion by using extended reality, biometrics and audio-tech branding that’s proving game-changing for universal brand preoccupations, including storytelling and, increasingly, wellbeing.

Smart brands are imbuing physical spaces with deep-dive diagnostic tech, adding fresh power to in-store service design. Pioneering beauty brands’ tools are analysing skin and facial structure in-store, suggesting tutorials (and products) for customers to try and funnelling those diagnostics into self-service. Elsewhere, sports brands are demonstrating heavyweight research and development via in-store scanning.

Other forward-thinking brands are remastering supermarket and shopping centre navigation. Maps that update in real time, twinning AR directions with in-store promotions and transposing individuals’ grocery lists onto in-store maps are all winning tactics.