With promising new innovations, bricks & mortar retailers will be able to compete better with the benefits increasingly associated with online shopping convenience, choice, interactivity and price.

Digital aisles – or ‘endless shelves’ as they are sometimes referred to – is just one of these hot new innovations.

The concept of digital aisles is basically an interactive shopping wall or virtual rail with a touch interface using touch screen technology. This gives store customers an interactive shopping experience and additional choice as it allows retailers to showcase full ranges in a small space creating a genuine reason to visit a store.

The technology is already being used, but whether or not  it will catch on in a big way and become the norm remains to be seen, as its ROI still needs to be proved.

Source (http://www.retail-week.com/)