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In my last post over the holiday season, I examined the increased usage of convenient and fast digital services and consumption experiences, and how that somewhat paradoxically also drives more analog – and often passionate – experience of crafting things physically, which is encouraged and reinforced by online communities for nearly any topic you can imagine.

But this dichotomy will not last. As we interact with more and more things and spaces around us, the digital and physical will merge, and this will, in the end, eliminate our thinking in terms of digital and physical, virtual and real.

These worlds are already blending in our experience of shopping, and retailers are looking hard for the best ingredients to perfect this recipe.

One interesting blend of digital and physical shopping is what Rebecca Minkoff the fashion brand does in their flagship stores in New York and Los Angeles. They try to bring the best of the digital into the store experience. You can browse collections, discover products, and select the size of items that are sent to the fitting room for trying on. In the fitting room, you can adjust the lighting to simulate different situations. Should it be nightclub light or full sunlight? The RFID tags on every item in the store makes them pop up in the magic mirror with suggestions for accessories.

Read more about his at the Networked Society blog >>>