Farfetch’s ‘Store Of The Future’ Takes Its Customer Data To Physical Retail

On Wednesday, Farfetch unveiled a new set of tools for retailers at its FarfetchOS event in London. Considered the final piece of its retail platform, the “Store of the Future” retail solution powered by Farfetch zooms in on digitizing the in-store experience for luxury brands. The Store of the Future technology platform will support the company’s brand and boutique partners’ physical stores by giving them insight into customer data history from online and, as it’s collected, in-store shopping trips. Using the platform, stores will be equipped with a database that shares information around a customer’s past purchases, preferred brands and browsing behavior, which will help salespeople better personalize the in-store shopping experience. A “Connected Rail” feature uses in-store product recognition to keep track of what products a customer picks up, tries on and puts back in a store, in order to personalize future recommendations. The platform will also help stores better manage inventory and order fulfillments, and drive foot traffic by offering buy online, pick up in store and in-store returns. The Store of the Future platform, currently in beta mode, will launch at the boutique Browns in London and at Thom Browne’s New York store. Read more at Digiday.