Digital screens in stores

I have recently noticed a major increase in the amount of interactive digital screens in stores.The digital, self service stle screens have been surfacing for years, but it is only more recently that i have noticed a similar format being used in fashion retail.

Brands such as American eagle, lulu lemon, Kate spade Bloomingdale's and many more, have started using the interactive screens in store, in a number of ways.

For example Kate spade had an interactive screen where customers could browse a selection of styles of bags, and even customize their own. This brought the options for purchase far beyond what simply in store could offer, but still providing an in store experience.

American eagle used the interactive screens in the changing rooms, for people to request a different size to be brought to the changing room by staff, or look online straight away for an alternative.

Lulu lemon used the screens for styling purposes, giving helpful options of other products that would pair well with what you are looking at purchasing.

The interactive screens are a great way for customers in a retail environment to search for products, personalize items and style items, without having to search around the store or asking staff. This is ideal for when customers need quick and concise answers which can not always be provided by staff members, or who find it easier to find answers/ get style advice virtually rather than face to face with a stranger. 

I can see why this concept is attractive to many busy consumers. Instant advice and information, with no awkward interaction/ unwanted help/ bad customer service experiences. I do however also wonder how these advancements made by the interactive digital screens will affect the job market in retail.