How Technology Is Changing the Retail Experience

Online shoppers are ready for a new wave of innovation in the e-commerce experience – and retailers had better be ready, too. The P.R. and social marketing agency Walker Sands Communications recently conducted its second annual study on the future of retail. The effort zeroed in on the technology aspects of online shopping. Key findings focused on three major developments: the use of delivery drones, the shift to mobile payment, and the deployment of virtual reality to create an in-store experience for home-based buyers. Interestingly, a large percentage of respondents declared themselves ready for some of these trends, especially drones. Two-thirds said they expect to receive their first drone-delivered package within the next five years. But are these cutting-edge technologies really practical? How will they transform the face of e-commerce? We get answers from Dave Parro, senior account director and retail technology practice lead with Walker Sands. He also talks about which e-commerce giant will likely prevail in the technology race. And he outlines some of the obstacles that might delay full deployment of these innovations.