BT has launched ‘Alexander Black’, a store experience which showcases the use of digital technology in retail.
The concept store uses digital touch points such as a shop window display for out-of-hours interaction, a memory mirror with a 360-degree view for trying on new outfits and intelligent merchandise labels.

The project is aimed at showing retailers how using BT’s specialist partners, including the Acuitas Digital Alliance, can enhance and digitalise traditional bricks and mortar stores.

“People still really like shopping in physical stores but they want it to be much more like it is online: easy, personalised and entertaining,” says Hubertus von Roenne, vice president, global industry practices, at BT’s global services division.

“Alexander Black looks and feels like a real store and even includes a café to complete the shopping experience. It allows our retailer customers to get their hands on digital touch points such as a shop window display to show how they could interact with shoppers out of hours, a memory mirror with a 360 degree view for trying on new outfits, intelligent merchandise labels and a mobile app for the café. It integrates these solutions to blur the lines between shopping online and in-store, creating the seamless brand experience that digital consumers expect.”