You will probably agree with the statement that 2011 was the year of retail technologies. Some of the projects deployed in brand retailers, shopping centres and supermarkets across the UK and across the globe, have been nothing quick of note-worthy, original and interactive.From sensorial advertising to tweet mirrors and interactive hangers, today’s retailer 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 a lot media attention in the initially element of the year with its tweet mirror (a screen in disguise) that enables shoppers to take photos of their new outfits and instantaneously share them with their Close friends on Twitter and Facebook.
Augmented reality- a new buzz word in retail
FaceCake’s virtual fitting room (Swivel) enables folks to attempt (virtual) clothing & accessories anyplace there is a mirror (study touch-screen) around.
The increased convergence among mirrors and screens resulted in other ”magical mirrors”- such as multi-touch holographic screens in Adidas and Levi outlets that enable shoppers browse merchandise, study customer critiques or submit feedback.
Without the need of generating a as well courageous statement, one particular can note the trend towards utilizing technology to empower the customer and complement shop assistants who get started playing a consultative rather than an informational role.
For more information- pick up the hanger
The recent instance of the interactive hangers of a Japanese department shop appears to support this thought. Each and every time a individual picks up an item, corresponding pictures and videos are displayed on the nearest screen(s). yoursite.com is created probable by hanger-embedded chips that send signals to computers controlling precise displays across the shop. The chips also permit retailer managers to collect information on which are the most well-liked things and how successfully positioned are they within the shop.
Technologies has also been utilised to influence shopper behavior. Playing on the consumers’ interest in discounts, a Swedish supermarket utilized digital signage to engage its customers in producing prices fall for specific retailer-selected solutions. A screen installed at the store’s entrance reminds clients to verify-in from their smartphones by way of Facebook or by scanning the displayed QR codes or URLs. The higher the number of verify-ins, the lower the price tag of a specific item.
Who stated technology can’t be beneficial and fun at the similar time? The proof is overwhelming: Cadbury’s in store game… that quacks, Tesco’s virtual stores in Seoul’s subway stations (working on the principle: if men and women do not come to the shop, let the store come to the men and women). They only come to exemplify the limitless possibilities today’s technologies (QR codes, smartphones, digital signage) offers to retailers.
Brands and retailers alike are combining digital signage, social media and sensorial advertising (colours, sounds/ music, scents) to present a familiar, enjoyable and interactive milieu that provides shoppers a reason to stay longer and quit by often.
As in-store technologies is made use of to inform a story- of a brand, a item or of an encounter, it becomes an vital element of a company’s marketing and advertising efforts. Combining innovation & storytelling, retailers are in a position to generate buyer engagement inside and beyond their stores’ walls, leveraging the energy of digital media and bridging their on the web and offline presence.
The ultimate objective of customer- facing technologies is generating sales and boosting client satisfaction. No get in touch with-to-action is stronger than 1 that can be followed via quickly and such contact-to-actions are supported by digital signage and by other equivalent marketing technologies.