You will perhaps agree with the statement that 2011 was the year of retail technology. Some of the projects deployed in brand stores, shopping centres and supermarkets across the UK and across the globe, were nothing short of note-worthy, original and sensorial marketing to tweet mirrors and interactive hangers, today's store has evolved to the state of a world of its own, a world that coexists with- and reinforces the other sales channels.
Westfield London attracted much media attention in the first part of the year with its tweet mirror (a screen in disguise) that enables shoppers to take pictures of their new outfits and instantly share them with their Friends on Twitter and Facebook.
FaceCake's virtual fitting room (Swivel) enables people to try (virtual) clothes & accessories anywhere there's a mirror (read touch-screen) around.
The increased convergence between mirrors and screens resulted in other ''magical mirrors''- such as multi-touch holographic screens in Adidas and Levi outlets that allow shoppers browse merchandise, read customer reviews or submit feedback.
Without making a too courageous statement, one can note the trend towards using technology to empower the consumer and complement shop assistants who start playing a consultative rather than an informational role.
The recent example of the interactive hangers of a Japanese department store seems to support this idea. Every time a person picks up an item, corresponding images and videos are displayed on the nearest screen(s).
This operation is made possible by hanger-embedded chips that send signals to computers controlling specific displays across the shop. The chips also allow store managers to gather data on which are the most popular items and how effectively positioned are they within the store.
Technology has also been used to influence shopper behavior. Playing on the consumers' interest in discounts, a Swedish supermarket used digital signage to engage its customers in making prices fall for certain retailer-chosen products.
A screen installed at the store's entrance reminds customers to check-in from their smartphones via Facebook or by scanning the displayed QR codes or URLs. The higher the number of check-ins, the lower the price of a particular product.
Who said technology cannot be useful and fun at the same time? The evidence is overwhelming: Cadbury's in store game... that quacks, Tesco's virtual stores in Seoul's subway stations (working on the principle: if people don't come to the store, let the store come to the people).
They only come to exemplify the limitless possibilities today's technology (QR codes, smartphones, digital signage) offers to retailers.
Brands and retailers alike are combining digital signage, social media and sensorial marketing (colours, sounds/ music, scents) to provide a familiar, enjoyable and interactive milieu that gives shoppers a reason to stay longer and stop by often.
As in-store technology is used to tell a story- of a brand, a product or of an experience, it becomes an important part of a company's marketing efforts. Combining innovation & storytelling, retailers are able to create customer engagement inside and beyond their stores' walls, leveraging the power of digital media and bridging their online and offline presence.
The ultimate goal of customer- facing technologies is generating sales and boosting customer satisfaction. No call-to-action is stronger than one that can be followed through immediately and such call-to-actions are supported by digital signage and by other similar marketing technologies.
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| Hi-Tech Retail : For More Information - Pick Up the Hanger |
Augmented reality- a new buzz word in retail
FaceCake's virtual fitting room (Swivel) enables people to try (virtual) clothes & accessories anywhere there's a mirror (read touch-screen) around.
The increased convergence between mirrors and screens resulted in other ''magical mirrors''- such as multi-touch holographic screens in Adidas and Levi outlets that allow shoppers browse merchandise, read customer reviews or submit feedback.
Without making a too courageous statement, one can note the trend towards using technology to empower the consumer and complement shop assistants who start playing a consultative rather than an informational role.
For more information- pick up the hanger
The recent example of the interactive hangers of a Japanese department store seems to support this idea. Every time a person picks up an item, corresponding images and videos are displayed on the nearest screen(s).
 |
| Marketing technology |
Technology has also been used to influence shopper behavior. Playing on the consumers' interest in discounts, a Swedish supermarket used digital signage to engage its customers in making prices fall for certain retailer-chosen products.
A screen installed at the store's entrance reminds customers to check-in from their smartphones via Facebook or by scanning the displayed QR codes or URLs. The higher the number of check-ins, the lower the price of a particular product.
Who said technology cannot be useful and fun at the same time? The evidence is overwhelming: Cadbury's in store game... that quacks, Tesco's virtual stores in Seoul's subway stations (working on the principle: if people don't come to the store, let the store come to the people).
They only come to exemplify the limitless possibilities today's technology (QR codes, smartphones, digital signage) offers to retailers.
Brands and retailers alike are combining digital signage, social media and sensorial marketing (colours, sounds/ music, scents) to provide a familiar, enjoyable and interactive milieu that gives shoppers a reason to stay longer and stop by often.
As in-store technology is used to tell a story- of a brand, a product or of an experience, it becomes an important part of a company's marketing efforts. Combining innovation & storytelling, retailers are able to create customer engagement inside and beyond their stores' walls, leveraging the power of digital media and bridging their online and offline presence.
The ultimate goal of customer- facing technologies is generating sales and boosting customer satisfaction. No call-to-action is stronger than one that can be followed through immediately and such call-to-actions are supported by digital signage and by other similar marketing technologies.
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