BT opens Alexander Black concept store in Milan

Designed as a real shop, branded ‘Alexander Black’, it showcases more than 40 innovative technologies that create a personalised experience for customers who do their shopping in ‘brick and mortar’ stores. The Milan shop opens six months after the launch of the first Alexander Black in New-York City.

The Alexander Black shop also demonstrates how the in-store experience can be seamlessly integrated with the brand’s online, mobile and customer service channels to create an intelligent and consistent experience across all channels.

 The Alexander Black concept store has live, real time demonstrations of BT solutions that:

 “Bricks and mortar stores are challenged by the very deep changes in customer expectations created by the rise of online shopping,” said Hubertus von Roenne, Vice President, Global Industry Practices, BT. 

“Successful retailers absolutely need to orchestrate new technology in a creative way and blend the digital and physical worlds so that their customers have the same amazing experience however and wherever they shop," Hubertus von Roenne said.

The Alexander Black store shows how technologies such as RFID, NFC (Near Field Communications), BLE (Bluetooth Low Energy), beacons and Wi-Fi can transform the in-store shopping experience.

“From interactive displays to digital screens where the content is personalised by relevant criteria such as individual shopping history and demographics, there is a huge range of new ways to engage and delight the customers. Being able to integrate these multiple experiences to provide a consistent, joined up brand experience across all channels has become a key priority for retailers. We are delighted to open this new showcase store in Milan, at the doorstep of some of the world’s most creative retailers,” added Hubertus von Roenne .