Digital retail experiences ScenarioOpportunities and Trends, Glimpses of Current
MethodologyResearch Prototyping. Introduction . Sourcing Materials and other equipments. Studying Current Formats . Implementation of the Prototype. Field Study - Malls, Hypermarkets, E commerce and other . Building final Prototype. Discussing with Experts from the Industry . Testing. Customer Study . Refining. Case Study of Experiential Stores, Malls and more. Documenting Documentation. Findings and Identifying Opportunity Areas . Research . ProcessConcept . Conclusion. Exploring Ideas through sketches and video examples. Retouching Ideas, Improvisation. Selection of Final Design / Idea
ContextLet’s think less about real estate, staff, footfall and online stores and start thinking about theentire world as a store; one in which we can easily make instant purchases regardless of time andplace. Driven by technology, the web, community and the search for ever-richer experiences, theworld of shopping is undergoing a sweeping transformation.Beyond an evolving the decentralized shopping experience,retailers must begin to contemplatethe impact of digital media and the effects it is having on purchase decisions. Connected devices,whether a mobile phone or a web-enabled in-store kiosk, are making what was once a solitary tripto the store a socially connected event. As shoppers go through the process of discovering newproducts, testing them, and reflecting on their purchases, they are sharing these thoughts withtheir social networks and influencing perception amongst their peer group. Retailers mustembrace and facilitate this sharing of information, and retail outlets need to evolve to createexperiences that drivesales both in-store and within online social networks. Meanwhile, the traditional physical storeremains as important as ever, providing the environment in which a retailer can providean unparalleled experience. Through the dynamic use of space, the most successful store ownersare pushing the boundaries of storytelling, product testing and education - aspects of evolvedservices that lead to loyalty and repeat sales.
Digital retail experienceIntegrating the physical worldwith digital technology (andvice-versa) is one of the mostinteresting and opportunityrich territories of our age, andwhere a lot of the mostimportant work in ourindustry will be done over thecoming years.
tHE iNTERNATIONAL PICTUREBrands are integrating digital toenhance and augment the retailexperience throughout thecustomer journey
how does digital media help retail1. Drawing the customer in: engaging shop windows2. Ambient in-store interaction, engagement, entertainment3. Providing a richer product experience through RFID, shotcodesand augmented reality4. Digitally supported sales consultation and advice5. The evolution of the fitting room: augmented reality browsing andcustomization6. Facilitating social shopping: getting a second opinion in real-time7. Before you leave: digitally-enabled value adds8. Leaving a great experience and a recall value.
1. Engaging shop windowsThe digital retail experience startsbefore customers have even enteredthe store. Here’s a range of examplesillustrating how shop windows areincreasingly reactive, interactive, andeven commerce enabled.
Levi’s interactive windowsIn this example from 1998, passers-bycould interact with sensors on the glassto control the content displayed onplasma screens inside the windows ofthe flagship Regent Street store inLondon, 24 hours a day.
Elle MacPherson Intimatesinteractive windowElle MacPherson went with a simple but eye-catchingdigital installation, using themovement of people walkingby or standing in front of the windows to reveal the video display.
Tommy Hilfiger CollageAt their Trinity Street store in Dublin,Tommy Hilfiger offered windowshoppers the opportunity to capture andstylize an image to submit to a collagebeing streamed in-store, as well asprojected onto a series of high-profilebuildings in Dublin.In a nice commercial twist, at the end ofthe campaign, participants could returnto the store to pick up a T-shirt printedwith their custom design.
Esprit Mirror MirrorEsprit borrowed from Disney mythology to create their “Mirror Mirror” installation,where a fairy godmother calls out to passerbys to brush away some snow from amirror. The magic mirror then takes a photo of the shopper which is superimposedonto a virtual mannequin.From there the product experience begins, with the now hooked-in shopper ableto apply various outfits to their virtual self, including professionally designedhaircuts and 50 items from Esprit’s current range.The styling process results in a “model card” which is projected in-store, allowingthe shopper to find and purchase the items they’ve selected. The model card couldalso be accessed from a mobile site using a custom QR code displayed in the shopwindow, and from there shared on to the Esprit Facebook page.
Hugo Boss augmented reality window Fashion brand Hugo Boss also went the augmented reality route for its Black Magic interactive window.A promotion in London dailies the Stylist and Shortlist drove customers to the Hugo Boss store at Sloane Square, where customers could activate a fashion show in the windowwith their flyer, and then take it in store to try their luck at a game of virtual blackjack for the chance to win shopping vouchers. Gimmicky yes, but it fulfilled their goal of garnering attention and driving footfall.
2. Ambient in-store interaction,engagement, entertainmentOnce you’ve been hooked into thestore, digital installations will engage,immerse and entertain you, enticingyou to stay and shop.
Stripey LinesUse of applications to automatically add to cart through use of bar codes detector.No need to stand in long queus for billing. Shopper can also see ads, reviews andmore information regarding the product through the smart phone. User can also billthe product. Cashless transaction.
Intels holographicglass displayIts a 7-foot-6-inch LCD display withholographic glass that features a plethoraof interactive options, allowing shoppersto browse merchandise, read customerreviews, submit their own feedback onproducts, discover promotions, and sharefinds with their friends via social andmobile integration.
App Transforms iPhone and iPad Into Credit Car d MachineSquare is a new mobile payment system for the iPhone and iPad that enablespeople to check out from anywhere. A small, plasticcard reader fits into the headphone jack, transferring the credit card’s swipe data to the app or details can be entered manuallywithout the need to swipe. After an employee enters the amount to charge, the customer confirms by simply entering theirsignature with their finger and then the receipt is sent to the customer’s email address.www .squareup.com
3. Providing a richer productexperienceOnce you’re shopping, digitaltechnology including shotcode, RFIDtagged product and reader displays,and augmented reality are able toprovide a wealth of detail around theproduct you’re interested in, fromrelated products, to reviews, topromotions.
Lego kiosk One of the earliest examples of augmented reality was Lego’s in-storekiosk. The idea is simple — hold up the box to the kiosk, and you can see what the assembled product will look like.
4. Digitally supported salesconsultation and adviceThe shop assistant can use digitaltechnologies as well to help youevaluate and compare your choices.
Diesel Ginza InteractiveMirrorAt Diesel’s store in Ginza, an interactivemirror was designed to enhance thecommunication between the salesassistant and the shopper. A digitalcamera can snap photos of up to sixoutfits, allowing the shopper andsalesperson to compare them againsteach other.
5. The evolution of the fittingroomOnce you’ve got some items pickedout, augmented reality fitting roomsenable rapid browsing and colourselection.
Adidas augmented realityShoe shoppingThe idea is an evolution of a virtual-shoefitting mirror released back in 2007 atthe Adidas Paris flagship store, whichallowed shoppers to virtually try ondifferent footwear.
Fraunhofer Institute forTelecommunicationsBack in 2008 researchers at theFraunhofer Institute forTelecommunications presented a “virtualmirror” that would allow consumers to dojust that via a touchscreen interface onthe mirror, which may be more practicalthan the phone. However you can seethat the issue of drapery was stillobviously not being addressed at thispoint, which is where Adidas was lookingto innovate a bit further.
6. Facilitating social shopping :getting a second opinion inreal-timeOnce you’ve got your items pickedout, share them virtually with yourfriends or significant others to gettheir second opinions.
Diesel CamDiesel stores in Spain now come equippedwith Diesel Cam, which enables shoppersto photograph themselves with clothesthey are trying on and immediately postthe photo via Facebook Connect to getfeedback from friends, or simply show off.
Manor Tweet Mirror Nedap Retail has developed “Tweet Mirror”, another social media enabled digital mirror recently installed at Swiss retailer Manor. The mirror allows you to capture pics of various outfits, compare and share withfriends via Twitter, e-mail or mobile for a second opinion.
Entire World As DisplayInnovation group Frog Design has envisioned a concept scenario called ThingBook, in which a future where every object isconnected to the internet plays a critical role in how we might eventually shop for products. With every visible thing connected asa data point, users will be able to instantly research information about items such as clothes they see others wearing in thestreets using image recognition systems on their mobile devices and pay for them through mobile systems. This access willenable people to shop and buy from anywhere.www .frogdesign.com
The Indian Retail picture..Emerging Slowly.... Few of themcan be seen in experience shopslike titan. A lot of digitalpossibilities are restricted todisplay sign-age andinformation only because ofcost factors and others.
Digital signageDigital signage in the broad sense has been in use fordecades in the form of LED ticker signs and LED video wallsits recent growth it has yet to become a major publicmedium, due in part to the following negative factors,Lack of interoperabilityComplex value chainLack of understandingUnderstanding the industry
Titan Experience Zone (TEZ)Titan Industries Ltd. launched India’s firstwatch experience zone to mark the 25thanniversary of the Company’s birth. Thisunique centre, called the Titan ExperienceZone (TEZ), takes consumers through adelightful and interactive voyage in the worldof watches. Crafted with the latest video,audio and sensory technology by Titan GlobalDesign, in collaboration with ExperientialDesign Lab, an Indo-Italian design firm, thisexperience zone is yet another pioneeringoffering from Titan.
reebokKreate is a touchscreen based kiosk which allows shoppers to customise elementsand create thier own unique code for the seletec design whic is used by Reebok tomanufacture and deliver the shoe at your doorstepProject by Codesign
lEVI Strauss & Co. Wall of Fame The History Wall at the Rivet Store in Bangalore is a visual and virtual walk through a hundred fifty years of levis heritage and world History. A seamless narrative was created that engages the user with the brands travelouge through time. A smart thouch screen, combined with customised electronics, slides along the length of the history wall and detects the decades mapped on the wall to reveal detail informtion for the corresponding decade. The visual interface mimics the spontaneous abung=dance of Levis fanatics scrapbook.
ASIAN PAINTS COLOUR STOREThis 2,700 square feet experiential space is completely dedicated to the experience ofColour and home decor, and does not engage in retail/sale.The Asian Paints Colour Store, Delhi invites shoppers to personalise the potential of colourfor their homes.The experience begins with a large cloud chandelier at the reception, which reacts tovisitors with a colourful cloudburst when they step on floor-pads of various colours.And other digitally enabled activities enchance the experience of the placeDone by - www. experientialdesignlab.com
titan Industies- Xylys Xylys is a premium brand of watches by titan. To distinguish the exclusive Xylys showrooms, a unique shopping experience and an interactive exhibit on time was designed and executed in Bangalore, Hyderabad and mumbai. The river of time is an interactive installation celebrating time with a vistual river that flows endlessly as an apt metaphor of the same. The flowers and leaves floating on the virtual river can be touched, to reveal fifty multi-media rich narratives, ranging from historical to cultural and scientific notions of time.
SummaryThe integration of digital technologies into the retail space is stillnascent, but it’s clear there is potential for enhancing the customerexperience throughout all aspects of their store visit.Here’s a quick recap of some of the common threads in the above forhow digital is being used in the retail environment:? attention, engaging customers and actively driving themAttractinginto the store?intelligent, real-time interactive displays Providing? context sensitive promotions and real-time sales and Deliveringoffers
?? the shopping experience, including easierEnhancingbrowsing/fitting, enhancing peer and shop assistant review, easyaccess to product reviews and details? customer demographic and behaviour data Capturing? in-store experiences Providing?a seamless connection between online and retail profiles, Creatingenabling social shopping? Proliferating interactive touchscreens through the technologygetting cheaper and more reliable
ResourcesBLOGSMakezine Blog "celebrates your right to tweak, hack, andbend any technology to your own will."They also publishmakezine as a Quarterly Volume of some of the bestcreative uses of appropriated technology.Instructables is where you learn to make just about anything you might need and lots of things you probably donttoo.Create Digital Music & Create Digital Motion haveinteresting articles quite regularily about building interfacesand devices for interaction and performance for inspiration.Understanding the industry
ResourcesELECTRONICSTom Igoes Useful collection of resources, examples, andlecture notes for the physical computing courses at ITPLOW TECH SENSORS AND ACTUATORS. (by UsmanHaque www.haque.co.uk and Adam Somlai-Fischerwww.aether.hu)
ResourcesINTERFACE BOARDSArduino – . Arduino can be used to develop stand-aloneinteractive objects or can be connected to software on yourcomputer. Also check out the freeduino site for ideas whatto do with an ArduinoBASIC Stamp – Simple commands such as turning deviceson or off, interfacing with sensors, etc. More advancedcommands let the BASIC Stamp module interface withother integrated circuits, communicate with each other,and operate in networks.Make Controller is a line of hardware tools that provideways to create interactive devices, machines, andenvironments by controlling a wide range of sensors andactuators.
ResourcesSOFTWAREProcessing (free) – An open source programming languageand environment for people who want to program images,animation, and sound.MaxMSP – A graphical programming environment, whichmeans you create your own software using a visual toolkitof objects, and connect them together with patch cords.VVVV (free) – is a toolkit for real time video synthesis. It isdesigned to facilitate the handling of large mediaenvironments with physical interfaces, real-time motiongraphics, audio and video that can interact with many userssimultaneously.Pure Data (free) – A free real-time computer musicsoftware package resembling Max.