1. Indian Institute of Technology Guwahati Department
of
Design
Bachelor’s
Thesis
Project
–
Final
PresentaCon
ENHANCING
THE
RETAIL
EXPERIENCE
AND
HELPING
THE
CONSUMER
TO
SHOP
EFFICIENTLY
Guide:
Assistant
Professor
Keyur
Sorathia
Student:
Aditya
Bandi
3/5/2011
1
2. Contents
1. ObjecCves
2. Methodology
3. Literature
Review
4. User
Data
CollecCon
5. ObservaCons
6. ConceptualizaCon
7. Proposed
Design
SoluCon
8. Prototyping
9. Discussion
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
2
3. ObjecCves
ObjecCves
of
this
project
lie
in
creaCng
customer
experiences
which:
• Help
customers
to
quickly
engage
and
interact
with
the
brand
or
product.
• Help
customers
solve
a
specific
problem.
Ex:
Faster
checkout,
Finding
the
locaCon
of
products
• DifferenCate
a
business
from
its
compeCCon
with
“wow!”
Ex:
Display
the
contents
of
a
product
using
augmented
reality
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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4. ObjecCves
• Give
them
the
power
to
take
control
of
their
shopping
experience.
So
being
able
to
make
it
quick
with
self-‐service,
or
find
something
at
the
right
Cme
or
quickly
solve
a
problem
—
this
is
all
about
geeng
customers
to
their
end
goal
as
fast
as
possible,
using
technology
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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5. Methodology
The
project
consists
of
the
following
phases:
• The
research
phase
consists
of
literature
review,
analysis,
user
studies
using
effecCve
informaCon
gathering
techniques.
• Concept
building
phase
involves
looking
at
rich
and
unique
ways
of
enhancing
the
varied
shopping
experiences
taking
into
consideraCon
the
consumer
behavior
and
his
psychology.
• The
concept
building
phase
is
followed
by
prototyping
all
the
possible
concepts
and
tesCng
them.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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6. Literature
Review
• Microsof
future
vision
–
Retail
• GREC
–
Mobile
Retail
Experience
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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7. Literature
Review
• IBM
-‐
RFID
Technology
• Philips
InteracCve
Shop
Window
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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8. User
data
collecCon
The
user
research
methods
pursued
during
the
user
data
collecCon:
• User
interviews
• QuesConnaire
• Video
recordings
• Online
user
survey
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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9. User
data
collecCon
User
Interviews:
The
user
interviews
have
been
conducted
in-‐store
with
the
permission
from
the
Big
Bazaar
authoriCes.
A
total
of
8
users
parCcipated
in
this
over
a
period
of
2
weeks.
Each
user
interview
lasted
for
an
average
of
45
min.
duraCon.
It
consisted
of
in-‐depth
quesConing
of
the
user
on
various
quesCons
from
the
quesConnaire.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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10. User
data
collecCon
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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11. User
data
collecCon
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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12. User
data
collecCon
Video
Recordings:
The
most
effecCve
form
of
user
observaCon
would
be
video
recording
the
user’s
acCon
without
his
knowledge
and
later
analyzing
the
video
and
making
valuable
inferences.
For
this
project,
a
set
of
three
videos
has
been
shot
inside
Big
Bazaar.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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13. User
data
collecCon
Online
user
survey:
The
online
user
survey
is
done
for
3
categories
of
users.
They
are
• Users
of
age
group
8yrs
–
17yrs
• Users
of
age
group
19yrs
–
26
yrs
• Users
of
age
group
28yrs
–
55yrs
The
data
collected
is
analyzed
and
is
represented
in
various
pie
charts
and
bar
graphs
for
easy
understanding.
The
total
number
of
parCcipants
in
the
online
survey
is
48.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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15. Keywords
Relevant
InformaCon,
Dynamic
shopping,
Family,
Product
InformaCon,
Purchase
decisions,
Product
akributes,
Need
recogniCon,
FesCvals,
Health,
Search
product
info,
Self
service,
Brand,
Quality,
Advice,
SuggesCons,
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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16. ObservaCons
• People
require
crucial
product
informaCon
to
compare
and
make
decision
to
purchase.
• Increase
in
age
of
the
customer
increases
his/her
health
consciousness.
• A
decision
to
buy
a
product
is
dependent
on
the
age
of
the
consumer.
In
many
cases
someone
else
takes
the
decision.
• Some
product
needs
are
dependent
on
the
locaCon,
weather,
fesCvals
and
trends.
• Many
users
like
to
find
for
the
product
informaCon
on
their
own.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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17. ObservaCons
• Users
always
look
for
advice
on
products
they
buy.
Either
from
people
they
know
or
from
people
they
meet
in
the
store
Ex:
Friends
or
Sales
persons
• Majority
of
the
customers
come
in
groups
and
always
with
people
they
know.
(Family
and
Friends)
• Majority
of
the
customers
are
of
the
age
group
13
years
–
45
years.
• Customers
always
try
to
look
for
informaCon
that
is
relevant
to
them.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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18. ObservaCons
• Product
informaCon
is
the
most
searched
for
informaCon
inside
a
mall.
• People
buy
for
occasions
and
needs
Ex:
need
for
groceries
–
cooking
food
–
Different
varieCes
of
dishes
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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19. ConceptualizaCon
Dynamic
InformaCon
Experience
is
a
system
providing
the
users
content/
informaCon
that
is
very
relevant
to
them.
And
this
content/informaCon
is
completely
dependent
on
the
user/users
using
the
system
making
it
dynamic.
Example:
• [User
1]
using
the
system
alone
–
Experience
1
• [User
1
+
User
2]
using
the
system
together–
Experience
2
The
kind
of
informaCon
experienced
in
both
the
cases
is
not
same.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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20. ConceptualizaCon
Dynamic
InformaIon
Experience
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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22. ConceptualizaCon
Use
of
DIE
in
Retail
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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23. ConceptualizaCon
The
following
are
the
requirements
to
implement
DIE
in
a
retail
store:
• User
categories
• A
method
to
recognize
the
user
categories
by
the
system
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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24. ConceptualizaCon
User
categorizaIon
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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25. ConceptualizaCon
User
categories
based
on
Indian
Family
structure
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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26. ConceptualizaCon
Method
to
recognize
the
user
categories
by
the
system
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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29. ConceptualizaCon
For
product
specific
content
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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30. Proposed
Design
SoluCon
The
final
proposed
design
concept
is
‘SMART
BUY’,
a
kiosk,
which
helps
consumers
shop
beker
and
take
purchase
decisions
beker.
The
kiosk
uses
Dynamic
InformaCon
Experience
at
its
core
to
provide
the
user
with
relevant
informaCon
for
his/her
profile.
All
the
consumers
are
categorized
into
6
user
profiles,
which
are
discussed
in
the
conceptualizaCon
secCon.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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31. Proposed
Design
SoluCon
Rendering
of
the
Kiosk
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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39. Prototyping
The
various
components
used
in
the
kiosk
are:
• RFID
reader
• Mini
projector
(3M)
• CPU
• RFID
tags
akached
to
the
products
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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41. Discussion
• The
soluCon
proposed
aims
to
provide
a
new
choice
in
the
way
to
shop
inside
a
mall.
It
does
not
aim
to
replace
the
human
involvement
in
the
shopping
experience
of
a
consumer.
• It
is
definitely
not
a
replacement
for
friendly
salespersons.
Smart
buy
is
the
soluCon
to
the
consumers’
need
to
accomplish
tasks
on
their
own.
• It
is
designed
to
be
applicable
in
a
very
near
future
scenario
of
Indian
malls.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
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42. Discussion
• As
of
now,
the
kiosk
aims
to
help
a
consumer
compare
2
products
but
it
can
be
extended
to
do
the
same
for
comparing
more
than
2
products.
• This
whole
shopping
experience
helps
the
consumer
to
shop
beker
and
take
decisions
beker.
• It
was
a
challenge
to
provide
a
soluCon
for
a
variety
of
crowds
in
the
Indian
retail
scenario.
And
this
soluCon
aims
to
cater
more
towards
the
age
group
of
urban
adult
of
the
age
group
18yrs-‐40yrs.
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
42
43. Thank
You
Enhancing
the
Retail
Experience
of
the
Consumer
–
Final
PresentaCon
43
