PwC opens an Experience Center in Barcelona with solutions to digitize the retail sector

PwC's digital consulting area in Spain has presented a set of solutions for the digitalization of physical stores in Spain and improving the customer experience, shown in this space.

The new services developed by this division of PwC They aim to help companies, whatever your field and sector of activity (distribution, moda, turismo, automotive, restoration, etc.), to digitize your physical spaces and offer customers a different in-store experience.

To achieve this, the company proposes solutions that combine sensory and digital., in addition to equipping establishments with technology that provides the most complete information on consumer behavior within establishments.

In this proposal, PwC has closed an agreement with the Spanish technology company Surface, specialized in the field of information technologies, for the launch of an Experience Center in Barcelona, a technological space to create and develop the application of new digital developments at the point of sale.

Among other real examples present in this Experience Center, the following stand out::

• Omnichannel identification of consumers when accessing the store, allowing you to track your physical and digital activity continuously.
• Smart digital signage, to display content, according to the profile of the consumer who visits the store, to improve message personalization.
• Indoor analytics, with sensors that measure consumer traffic in stores, as well as their movement in the different areas of the establishment.
• Facial recognition cameras, that provide data on the profile of consumers in the store, either by sex, age and even emotional levels, in response to the stimuli they encounter in the establishment.
• Smart mirroring, smart mirrors that enable advanced imaging capabilities that provide product information or display the tested product virtually.
• Holograms, used in daylight spaces to display product combinations or add an added sensory experience to the in-store visit.

The Barcelona Experience Center is the fourteenth that the firm has opened around the world, which already has similar centers in New York, Chicago, Miami, London, Frankfurt, Brussels, Paris, Zurich, Roma, Dubai, Hong Kong Melburne y Sidney.

As Jaume Clotet points out, partner responsible for digital consulting at PwC, “The physical store will continue to play an essential role in the purchasing process, but it must evolve towards a real omnichannel experience model”.