5.4 Integration of Tech

INTEGRATION OF TECHNOLOGY

Stella is committed to integrating disruptive innovations along the supply chain which includes in store to attract customers and improve their experience (McCartney, 2020). Visual cues such as video graphics e.g. a Fashion Film (Section 5.5.3) and dynamic displays should be installed to ‘mentally transport customers into the experience’ creating ‘strong emotional connections’ (Roggeveen, Nordfalt and Grewal, 2016). As brick and mortar still dominate the NZ retail market, Kiwis are expecting the immersion of tech in-store since reopening after Covid (Visa, 2021). This digital narrative will enable Stella to deliver the objectives, in particular market share.

AUGUMENTED REALITY: Improved customer experience through personalization and immersion (McKinsey, 2019) • Stella AR app: used by scanning displays to see models wearing the products, displaying fit and how to style. Interactive experience reported to increase in-store footfall by 30% (Section 4.2, objective 2) (McKinsey, 2020). - Capitalize on the 42% of shoppers who use mobiles phones to research products when in-store (Visa, 2020)

• Fashion Film displayed on large screens in-store (Section 5.5.3) also viewed over scommerce platforms (before launch of the store to build awareness).