Stats are dreary … time for some fun stuff of the future
Sometimes you just get fatigued hearing all of the dreary stats - Comp store sales are down, consumer confidence is flat, etc. etc. Retailing should be about the exciting stuff and what will be happening in the future. RetailWire recently posted a glimpse of exciting technology that is available for retail today. If you are tired of searching specs and price tags, how about a shelf that can talk to you … literally speak to you!
Where to go to get a glimpse of the future of retail
As we conduct our Retail University workshops we continually get asked the question: “Where do you get all of this great stuff?” Part of it comes from 28 years of experience working on the retailers’ floors. But there is also a wealth of retail knowledge available for free if you just subscribe and peruse the headlines.
One great source of information is NRF – The National Retail Federation which is sort of the one stop shop for all things retail in the US. We have made numerous references to their free email “smartbriefs”. To receive one or more of the e-newsletters click on one of the links below.
Another great retail resource that we haven’t spoken about is RetailWire. Not only do they cover current topics and retail issues, they seem to have created posts on best practices and future retail trends. They recently had a great post on retail in-store engagement technology demos, at the recent NRF Convention in New York called Four Cool Concepts from “The Connected Store”.
Really cool concepts for the retail store of the future
Who would have thought Intel would have a two story booth at the NRF Convention on technology for retail? Isn’t Intel those “chip guys” that build things for computers and devices? Yes, but as it turns out Intel is also interested in showcasing how to embed their chip technology in ways to entice marketers, retailers and manufacturers to see Intel as value add partner in an entirely different way than “computers”.
At the NRF Convention in January, Intel literally had a two story booth showcasing the “Connected Store”. By all accounts the booth was jam packed with retailers and vendors enamored with a showcase literally demonstrating what is possible in retail today. Through this technology it is possible to go from passive tags and signs, to customized messages and communication directly with the consumer. This is the exciting stuff that will break the mold of moving from racks of commodities to an interactive forum to explore WII-FM … What’s In It For Me!
Wowsers … these concepts are game changers!
Words can simply not do justice to these proofs of concepts and what is possible in very different product categories. This kind of interactive, digital immersion experience showcased by Intel is very compelling from several key perspectives:
- “On-lining the store”: These prototypes literally enable consumers to have access not only to the web for more information, but to continue the experience on their smart phones.
- Virtual, Unlimited Shelf: By connecting the consumer to the web, the assortment is no longer limited to the products displayed on the limited shelf. Consumers have the option to literally go view all colors, styles and combinations … with the potential to purchase them right there off their smart phone.
- Customizing the Experience: These types of fixtures are no longer limited to POS (Point of Sale) signs and graphics. The digital signage and technology can literally deliver customized information by specific SKU.
- Immersing the Consumer: For some products consumers want and need more than specs. Through the interactive digital technology, consumers can choose to drill deeper to learn more, see videos, demos … literally get immersed in exploring more.
- Measuring the Experience: These kinds of interactive displays are not only designed to engage and immerse, the technology enables them to record the details of the experience previously not possible – which products were picked up, for how long, and what else was viewed or responded to by the consumer.
Pictures are always worth more than a thousand words!
If you correlate this with the new digital signs or the “Walmart store TV” … you would be dead wrong. These interactive digital technology fixtures are a completely new experience. Through the customized technology, the fixture can literally bring the product to life and speak to you! This breakthrough technology is best illustrated by some case examples from the RetailWire article sponsored by Intel:
adiVerse – Virtual Footwear Wall with Adidas and Intel®
Using state of the art touch-screen and precision real-time 3D rendered products, shoppers can select products on a virtual shelf, pull products, look onto the product from any angle, rotate it, zoom it in, get further product and technology information.
Built-in anonymous video analytics provides metrics on shopper trends, demographics, and shopping patterns, enabling adidas to provide personalized experiences and relevant value-add services to shoppers. Finally, shoppers can also buy products via tablet based checkout.
The Intel® Retail Interactive Fashion Experience
Experience solution is an innovative in-store shopping experience that enables shoppers to visually access thousands of fashion items, combine them into outfits, share them with friends virtually or even purchase them. This solution will allow visitors to do this in real-time on an intuitive interface that supports multi-touch interactions.
This is NOT SciFi … It is possible and measurable today
While the RetailWire highlights the Intel booth and dramatic proof of concepts showcased at NRF, these concepts are not only possible, they are being implemented today. In fact, we posted a blog in January 2007 on the work by Nanonation who was actually installing very similar concepts and technology involving online interactivity and RFID measurement.
As always Results Count!! The best part about this futuristic vision of retail is that the measurement is built right into the technology!
We’d like to hear from you. Have you encountered this kind of technology in retail or your travels? Rumor has it that it is already installed on many cruise ships and at certain sports venues. If you have experienced it, let us know where and what you think about it.
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