The Digital Disconnect: Why New Stores Need Smarter Tech, Not Just More of It
As new brick-and-mortar stores continue to open—often with impressive architectural statements and curated physical experiences—there’s a curious and increasingly glaring omission: digital. The Timberland store in London and Zara in Madrid both opened with a noted lack of digital, and you just have to head to any luxury shopping district to see display upon display of static imagery. Screens and sensors are mostly absent altogether.
And then you see beauty departments, some sports shops or travel retail, and it’s sensory overload, with screens and content shouting for attention and digital being utilised as a superficial novelty rather than an integral part of the customer experience. It raises a critical question: In an age where personalisation, convenience, and engagement are paramount, why is digital still being over- or underused in retail?
The Case for Purposeful Digital
Digital in retail should be more than flashy gimmicks or a nod to modernity. When used purposefully, it becomes a bridge between the brand and the customer—deepening the relationship, not just decorating the space. It enables personalisation at scale, transforming a visit from a transaction into a tailored journey. Think smart fitting rooms, recently launched by Hugo Boss, predictive product suggestions, or seamless mobile checkout. These aren’t just “nice to haves”—they directly drive customer satisfaction, loyalty, and ultimately, revenue.
When digital tools are designed around objectives—like increasing dwell time, improving service efficiency, or boosting cross-sell rates—they become powerful allies. Without a clear strategy, however, they quickly drift into the realm of tech for tech’s sake.
The Tacky Trap
We’ve all seen it: large, bright touchscreen kiosks that nobody uses. QR codes plastered on premium materials. Augmented reality gimmicks that add confusion, not clarity. Poorly executed digital experiences not only fail to enhance the brand—they diminish it. In luxury environments, especially, clunky or unnecessary tech can undermine the very essence of the experience: exclusivity, elegance, and attention to detail.
Too much of the digital we see in stores today feels like it was installed by a tech vendor, not a brand strategist. And customers notice. When technology feels like a bolt-on, it breaks the immersion rather than enhances it.
Digital as a Partner in Luxury
Yet, when digital is thoughtfully integrated—when it’s intuitive, invisible, and intelligent—it becomes a true partner in luxury. Just look at Tiffany & Co.’s flagship on Fifth Avenue, New York to see how digital has elevated the customer experience. But, imagine walking into a store and being greeted by name. Your past purchases remembered, preferences anticipated. Product stories unfold through subtle interactive displays, and service is always one step ahead thanks to real-time data and insight.
This isn’t about overwhelming customers with tech—it’s about making their experience feel seamless, personalised, and special. It’s about using digital not to replace the human element, but to elevate it.
The Future Is Thoughtful
As the next wave of retail spaces open their doors, brands have a unique opportunity: to design digital experiences that are deeply aligned with their identity and customer expectations. That means starting with the “why,” not the “what.” What business objective are we trying to achieve? What friction are we trying to remove? What emotion are we trying to evoke?
Only by answering these questions can digital become a strategic asset—one that’s not just present, but powerful.