Gesture recognition 2

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Gesture recognition 2

  1. 1. Gesture Technology Retail 2.0
  2. 2. Agenda1. Gesture Recognition Technology2. Scope: Applications in Retailing (Retail 2.0)3. Potential Applications4. Challenges 1
  3. 3. 1 Gesture Recognition Technology interface
  4. 4. 1 Gesture Recognition Technology Gesture Recognition Technology is a category of Perceptual interface It combines kinesics (study of gestures) and computing, to create a digital environment that is seemingly driven by logical instinct human motions
  5. 5. 1 Gesture Recognition Technology Gesture Recognition: Remote Based
  6. 6. 1 Gesture Recognition Technology Gesture Recognition: Touch Based 2
  7. 7. 2 Scope: Applications in Retailing 1. Retail Advertising 1. Market/Product Research
  8. 8. 2 Scope: Applications in Retailing 1. Retail Advertising • Sales Techniques in Retailing: […] One way to do this is to hire a merchandising solutions company to design custom store displays that will attract more customers in […] • "The goal is to create an advertisement that people want to see or interact with, instead of avoid (Cohen 2005)" Keyword: INTERACT
  9. 9. 2 Scope: Applications in Retailing Remember the birth of Web 2.0?
  10. 10. 2 Scope: Applications in Retailing
  11. 11. 2 Scope: Applications in Retailing Video link
  12. 12. 2 Scope: Applications in Retailing Viewer Case Study of Reactrix (by Arbitron) : Participant Passerby Unaided recall Aided recall Ad recall retention
  13. 13. 2 Scope: Applications in Retailing • At least 50% of the consumers were able to remember70% of the advertised brands • Most consumers were able to remember the same number of advertisers’ brands unaided, even after 24 to 72 hours • Half of the consumers standing within a distance of 6 to 8 feet of the display are interacting or looking at the display • As half of the consumers were captured by the Reactrix display, only 13% observed the plasma screens and 4% the posters • Two-thirds of consumers told family or friends about the Reactrix display and 63% of consumers planned to speak about their experience
  14. 14. 2 Scope: Applications in Retailing • Consumer Retention Rate • Brand Impact, Viral Marketing, Word of Mouth • Superior Visibility
  15. 15. 2 Scope: Applications in Retailing 2. Market/Product Research Process: 1. Record Data of Interactive Experiences 2. Get Consumer Preferences 3. Guide R&D and Marketing based on Data
  16. 16. 2 Scope: Applications in Retailing Video link 3
  17. 17. 3 Potential Applications Emotion Recognition using Facial Expression 1. Observing Consumer Behaviour in Retail 1. Observing Internet User Behaviour
  18. 18. 3 Potential Applications Record Emotions Data: Useful tool for Consumer Behavior Observation
  19. 19. 3 Potential Applications Record Emotions Data: Useful for emotions and reactions observation of users (Opt-in) 3
  20. 20. 4 Challenges: Basic Feasibility: COST: • Accuracy • High Development • Precision Cost • Visual Noise • Need for customization • Software Recognition • Need for coordination
  21. 21. 4 Challenges WOW Effect Expiration Date: --/--/2020 ? Benefits Quantification Is it accurate despite high range of customization ?
  22. 22. Flat Screen Example
  23. 23. 4 Challenges WOW Effect Expiration Date: --/--/2020 ? Benefits Quantification Is it accurate despite high range of customization ?
  24. 24. Feel free to askQuestions? Need More Information? Remember: Gesture Recognition Interactive Experience Better Retail Advertising Better Market Research

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