This Kate Spade Store Is Still Being Built, but You Can Shop Online Right at the Construction Site

Also serves up personalized digital content

Headshot of Lauren Johnson

Brick-and-mortar stores almost always seem to be under construction or renovating, but why should that stop consumers from shopping? Kate Spade will open a new store at The Mall at Short Hills in Short Hills, NJ, on Oct. 24, but in the meantime, it set up a high-tech barricade that lets passersby shop amid the construction.

Touch-enabled screens let shoppers browse and buy items featured in display windows. To buy something, consumers type in their credit card numbers and shipping information to get one-day shipping.

The screen also asks shoppers questions like, "Favorite colors? Pastels or neutrals?" If you answer "pastels," you might receive a whimsical text message or email in lavender font. The personalized notes are designed for social media sharing.

The retailer worked with digital firm The Science Project to create the experience. The brand plans to roll out similar shopping barricades in other areas of the U.S. within the next couple of months.

Kate Spade has been adding e-commerce to its physical stores for quite some time. Last year, the brand built out an interactive window at a New York store. Kate Spade also equipped its stores with iPads to replace paper signage.

Meanwhile, online giant Amazon plans to open its own brick-and-mortar store this holiday season. And with a month left until Thanksgiving—when retailers traditionally bring out all the bells and whistles to lure holiday shoppers—it can only be expected that more brands will follow in Amazon and Kate Spade's footsteps this year with shopping experiences that mesh online and brick-and-mortar features.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.