A specific example of this is how digital interaction with shoppers could be implemented in retail without constraining the use of space and movement (Manuelli 2006, p. 37). Take the case of the ‘magic mirror’ and the ‘Privalite wall’ in Prada’s Beverly Hills Epicenter Store – these examples are based on interactions driven by technology involving body movements that result in a playful, spontaneous interaction with the consumers. Another key retail technology development is the use of the RFID technology wherein tags and labels are developed as “active,” embedded with computer chips and responding to different environmental conditions. Some of the other inventions in retail system designs are reliable and secure systems based on efficient automated product replenishment and environmentally friendly and cost effective solutions (Salvador, et al., 2006). Most of these technologies help retain current customers and attract new customers by keeping the store well stocked.
In addition, the profile of the modern shopper has also evolved and diversified. Today’s modern shopper demands more from their purchases and more from the establishments providing their merchandise. Because of this, retailers are forced to offer consumer-specific features and functions in order to gain competitive advantage. For instance, convenience stores classify areas in their store according to age groups.
Generally, the two major design components a retailers store must focus on are the physical design of the interior (walls, structures, etc.) and the design of a favorable environment for effective visual communications (Retail Systems, n.d.). Thus, a good retail space must be able to create the synergy between technologies and design to achieve optimal delivery of consumer service and increased margins in the business. As previously stated, good customer service means value for the customer, a variable pivotal in attracting