Future retail technologies will be multi-sensory and capable of seamless transitions between devices, the chief technology officer (CTO) of Selfridges has said.

Speaking at London Tech Week 2025, Ross Beaumont talked about how extended reality (XR) is revolutionising retail by bridging the gap between the physical and digital shopping experience, including the most effective strategies to boost immersive customer experiences in both physical and virtual spaces.

During a panel discussion which explored which technology stack will be considered essential in 2027, Beaumont agreed that future technological advances for retailers will focus on creating multi-sensory experiences that provide a highly sophisticated and immersive shopping experience.

The CTO explained that upcoming technologies should soon be able to interpret and manipulate facial expressions and allow users to interact more realistically through tactile experiences in a VR world.

“This means being able to feel like you're physically picking up and moving objects in a virtual world, and seamlessly transferring these interactions across different devices,” Beaumont said.

Speakers on the panel, who also included Wayfair CTO Fiona Tan, agreed that these technologies will enable retailers to create more intuitive and sensor-rich technology experiences that go beyond current visual interfaces.

According to the speakers, key metrics for integrating these new technologies should include increased conversions, average order value and reduced returns.

Beaumont pointed out that the benefits of AR adoption in the US industry are already visible, in particular regarding the integration of XR experiences in trying clothes.

“When US retailers implemented AR technology for clothing, they experienced a significant reduction in product returns, dropping to around two per cent, demonstrating a substantial business benefit beyond just improving conversion rates,” he said.

Wayfair’s Tan emphasised the use of generative AI for inspirational imagery to reduce friction and boost customer satisfaction.

She explained that Wayfair, a digitally native online retail platform specialising in home goods, has been using machine learning technologies for over 10 years, having more recently adopted genAI.

“Because home furnishings can be difficult to describe or imagine, AI technology helps inspire customers by creating visual representations that make it easier to understand how products might fit into their homes,” she said.

---