The physical and digital worlds are converging at Auckland retailer The Homestore, with passing customers now able to shop using a touchscreen window display without going in to the store.

Digital marketing company Labyrinth Solutions developed the digital storefront that allows customers standing outside to browse and buy directly from the shop window.

"The 24/7 Storefront is so much more than an attention-grabbing digital display," said Labyrinth managing director Vaughan Reed.

"It allows window shoppers to quickly access product information, make secure purchases, access specific information such as a wedding register and view special offers all via The Homestore's front window."

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Reed said window displays had always been an important part of the retail environment as the first point of contact for drawing shoppers into a store. Although a website could allow customers to buy any time, it could not capture business from foot traffic, he said.

"It's about bringing the digital experience into the store and using it to deliver a consistently unbeatable customer experience.

"This convergence of the real and digital worlds is known as an 'omni-channel retail strategy' - and it's what's going to give retailers with physical stores the upper hand."

The Homestore owner Dan Vincent said although online was important, around 80 per cent of the company's sales still came from shoppers visiting the physical store.

"Our location means we have access to some very well-heeled foot traffic during the day and after hours.

"With the 24/7 Storefront up and running we're finally in a position to tap into this opportunity, which has literally been passing us by up until now," Vincent said.

The technology went live three weeks ago and was being well used, Reed said.

24/7 Storefront

• Interactive touchscreen developed by Labyrinth Solutions

• Allows people to browse and shop even when store is closed.

• Installed at The Homestore in Newmarket.