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INTERACTIVE SHOP WINDOWS One of the most interesting trends that has recently come to the fore is that of “interactive shop windows”. These shop windows which have been developed using gesture and face recognition technology offer new ways of getting to know the customer better. Brand Management Consultant Yelda İpekli says: “This method enables shop windows to be designed in a way that will catch the attention of these passing in front of the store and facilitate the provision of demographic data to the retailer.”

ENHANCED REALITY Another trend is enhanced reality. İpekli explains this as follows: “The use of ‘enhanced reality’ technologies, which we can define as the real time addition of some sensory elements to real appearances, are occupying an increasingly prominent place in the retail world. For example, by allowing customers to try out its products in a digital environment, the Shiseido increased its market share by 43 per cent.”

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