![\"\"](\"https:\/\/media.kasperskydaily.com\/wp-content\/uploads\/sites\/92\/2021\/07\/08063631\/Retail_Cybersecurity_black-150x150-1.png\")
\t\t\t\t<\/a>\n\t\t\t\t\t\tStay open for business<\/p>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t
Kaspersky Retail Cybersecurity<\/span><\/h3>\n\t\t\t\t\t\t\t\t\t\t\t<\/header>\n\t\t\t\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\tRigorous security and compliance for POS terminals, workstations, mobile devices and back-office systems.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
\n\t\t\t\t\tSee solution<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/article>\n\t\t<\/div>\n\t\nAdding interest to physical shopping<\/h2>\n
Phygital retail isn\u2019t entirely new. Stores have been experimenting with these new technologies for a few years.<\/p>\n
The 2021 opening of \u2018frictionless\u2019 grocery store Amazon Fresh in London<\/a> shows the potential of phygital technology to change physical shopping beyond recognition. Customers at Amazon Fresh scan a QR code when they enter, place items in a basket and leave when they\u2019ve finished shopping. In-store cameras and sensors track what\u2019s placed in the basket, and the shopper is automatically charged. Forget lines and self-checkouts announcing \u201cunexpected item in the bagging area.\u201d<\/p>\nNeil Saunders, managing director and retail analyst at GlobalData Retail, thinks more consumers will want both ease and inspiration from their shopping experience, post-pandemic. \u201cTechnology can make the shopping process more convenient and enhance it with the likes of augmented reality or location-based push notifications with offers.\u201d<\/p>\n
Starting the phygital journey doesn\u2019t mean an overnight transition to fully digitized business. It may mean introducing relatively simple tools that enhance the consumer experience. Letting shoppers check when their order will be ready to pick up or alerting customers when their favorite item is on sale can go a long way to making shopping more convenient.<\/p>\n
Retailers need to look carefully at the shopping experience to find where there\u2019s friction and, where possible, minimizing it with technology. For example, paying is often a pain point as it involves lining up \u2013 it\u2019s time-consuming.<\/p>\nNeil Saunders, Managing Director and Retail Analyst, GlobalData Retail<\/p><\/cite><\/blockquote>\n
New audio documentary Fast Forward by Kaspersky Tomorrow Unlocked<\/a> explores more phygital experiences in retail, with analysis from expert technology futurists, in episode 2: Scan purchase for maximum score.<\/p>\nNot just for the biggest players<\/h2>\n
More ambitious retailers who have embraced technologies like augmented reality can expand their digital horizons by giving customers new ways to understand products. Sportswear brand Adidas launched three augmented reality experiences at their flagship store on Oxford Street in London<\/a>, letting shoppers use their smartphone camera to explore new product features.<\/p>\nWhile high-tech retailers like Samsung and Amazon undoubtedly pioneered digital in physical retail<\/a>, small and medium-sized businesses and non-tech firms can benefit from this emerging trend \u2013 if they ask the right questions.<\/p>\nBart Veen, Founder and Creative Director of event company BART<\/a>, has created technology-led events for brands like Tommy Hilfiger and the Mall of the Netherlands. He believes technology shouldn\u2019t be used for technology\u2019s sake. There must be a well-defined understanding of the impact the technology will have on the business.<\/p>\nForm follows function. Don\u2019t look at technologies as an end product. Ask, what is your goal and what are your customers\u2019 needs? Look into who you are as a brand. If you have that clear, you\u2019re ahead.<\/p>\nBart Veen, Founder and Creative Director, BART<\/p><\/cite><\/blockquote>\n
Improving the customer experience is more than a nice-to-have for high street stores \u2013 it may give a much-needed edge in a competitive market. According to Salesforce\u2019s 2020 State of the Connected Customer report, 80 percent of customers think the experience a company provides is as important as its products and services<\/a>. But the same research found two in three customers felt impersonally treated in their interactions with stores.<\/p>\nThere\u2019s a fine line between using technology to refine customer experience and overusing digital tools that take away the personal touch shoppers want. On their phygital journey, stores should work with experts in tech who know how to avoid crossing the line.<\/p>\n
\u201cInnovation is doing something that hasn\u2019t been done before, and it\u2019s all about collaborating. If you have the best experts together and you all have the same goal in mind, you can create something extraordinary,\u201d says Veen.<\/p>\n
Post-pandemic retail<\/h2>\n
Like many industries, the banking sector doubled down on digitization as COVID-19 limited access to face-to-face banking. But as online banking keeps growing, branches are still vital to many, especially older people and small business owners. Yet, most provide few services beyond the traditional offering of paying in cash and checks, activating cards and buying foreign currency.<\/p>\n
The UK\u2019s Barclays bank saw an opportunity and converted 25 closed branches into Eagle Labs: Spaces for co-working, mentoring and networking, as well as getting banking advice<\/a>. They also used digital technologies to enhance start-ups\u2019 experience and make services faster and more convenient, while bank staff offered valuable personal customer interaction and support.<\/p>\nAs retail bounces back after COVID-19, there\u2019s a need to reassess what physical stores do. Barclays is just one of many companies looking to move beyond its traditional services. Fashion, grocery and electronics are all accelerating their digital transformation to meet customer expectations better.<\/p>\n
Rigorous security and compliance for POS terminals, workstations, mobile devices and back-office systems.<\/p>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t
Adding interest to physical shopping<\/h2>\n
Phygital retail isn\u2019t entirely new. Stores have been experimenting with these new technologies for a few years.<\/p>\n
The 2021 opening of \u2018frictionless\u2019 grocery store Amazon Fresh in London<\/a> shows the potential of phygital technology to change physical shopping beyond recognition. Customers at Amazon Fresh scan a QR code when they enter, place items in a basket and leave when they\u2019ve finished shopping. In-store cameras and sensors track what\u2019s placed in the basket, and the shopper is automatically charged. Forget lines and self-checkouts announcing \u201cunexpected item in the bagging area.\u201d<\/p>\n Neil Saunders, managing director and retail analyst at GlobalData Retail, thinks more consumers will want both ease and inspiration from their shopping experience, post-pandemic. \u201cTechnology can make the shopping process more convenient and enhance it with the likes of augmented reality or location-based push notifications with offers.\u201d<\/p>\n Starting the phygital journey doesn\u2019t mean an overnight transition to fully digitized business. It may mean introducing relatively simple tools that enhance the consumer experience. Letting shoppers check when their order will be ready to pick up or alerting customers when their favorite item is on sale can go a long way to making shopping more convenient.<\/p>\n Retailers need to look carefully at the shopping experience to find where there\u2019s friction and, where possible, minimizing it with technology. For example, paying is often a pain point as it involves lining up \u2013 it\u2019s time-consuming.<\/p>\n Neil Saunders, Managing Director and Retail Analyst, GlobalData Retail<\/p><\/cite><\/blockquote>\n New audio documentary Fast Forward by Kaspersky Tomorrow Unlocked<\/a> explores more phygital experiences in retail, with analysis from expert technology futurists, in episode 2: Scan purchase for maximum score.<\/p>\n More ambitious retailers who have embraced technologies like augmented reality can expand their digital horizons by giving customers new ways to understand products. Sportswear brand Adidas launched three augmented reality experiences at their flagship store on Oxford Street in London<\/a>, letting shoppers use their smartphone camera to explore new product features.<\/p>\n While high-tech retailers like Samsung and Amazon undoubtedly pioneered digital in physical retail<\/a>, small and medium-sized businesses and non-tech firms can benefit from this emerging trend \u2013 if they ask the right questions.<\/p>\n Bart Veen, Founder and Creative Director of event company BART<\/a>, has created technology-led events for brands like Tommy Hilfiger and the Mall of the Netherlands. He believes technology shouldn\u2019t be used for technology\u2019s sake. There must be a well-defined understanding of the impact the technology will have on the business.<\/p>\n Form follows function. Don\u2019t look at technologies as an end product. Ask, what is your goal and what are your customers\u2019 needs? Look into who you are as a brand. If you have that clear, you\u2019re ahead.<\/p>\n Bart Veen, Founder and Creative Director, BART<\/p><\/cite><\/blockquote>\n Improving the customer experience is more than a nice-to-have for high street stores \u2013 it may give a much-needed edge in a competitive market. According to Salesforce\u2019s 2020 State of the Connected Customer report, 80 percent of customers think the experience a company provides is as important as its products and services<\/a>. But the same research found two in three customers felt impersonally treated in their interactions with stores.<\/p>\n There\u2019s a fine line between using technology to refine customer experience and overusing digital tools that take away the personal touch shoppers want. On their phygital journey, stores should work with experts in tech who know how to avoid crossing the line.<\/p>\n \u201cInnovation is doing something that hasn\u2019t been done before, and it\u2019s all about collaborating. If you have the best experts together and you all have the same goal in mind, you can create something extraordinary,\u201d says Veen.<\/p>\n Like many industries, the banking sector doubled down on digitization as COVID-19 limited access to face-to-face banking. But as online banking keeps growing, branches are still vital to many, especially older people and small business owners. Yet, most provide few services beyond the traditional offering of paying in cash and checks, activating cards and buying foreign currency.<\/p>\n The UK\u2019s Barclays bank saw an opportunity and converted 25 closed branches into Eagle Labs: Spaces for co-working, mentoring and networking, as well as getting banking advice<\/a>. They also used digital technologies to enhance start-ups\u2019 experience and make services faster and more convenient, while bank staff offered valuable personal customer interaction and support.<\/p>\n As retail bounces back after COVID-19, there\u2019s a need to reassess what physical stores do. Barclays is just one of many companies looking to move beyond its traditional services. Fashion, grocery and electronics are all accelerating their digital transformation to meet customer expectations better.<\/p>\nNot just for the biggest players<\/h2>\n
Post-pandemic retail<\/h2>\n