This document discusses gesture recognition technology and its potential applications in retail, known as Retail 2.0. It covers the basics of gesture recognition technology, how it can be used for retail advertising and market research applications, potential uses like emotion recognition and observing consumer behavior, and challenges like cost, accuracy, and ensuring the technology maintains its "wow effect" over time. The document argues that gesture recognition could enhance retail experiences and provide valuable consumer insights through interactive digital displays.

1. Gesture Technology
Retail 2.0

2. Agenda
1. Gesture Recognition Technology
2. Scope: Applications in Retailing (Retail 2.0)
3. Potential Applications
4. Challenges
1

3. 1 Gesture Recognition Technology
interface

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. 1 Gesture Recognition Technology
Gesture Recognition:
Remote Based

6. 1 Gesture Recognition Technology
Gesture Recognition:
Touch Based
2

7. 2 Scope: Applications in Retailing
1. Retail Advertising
1. Market/Product Research

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. 2 Scope: Applications in Retailing
Remember the birth of Web 2.0?

10. 2 Scope: Applications in Retailing

11. 2 Scope: Applications in Retailing
Video link

12. 2 Scope: Applications in Retailing
Viewer
Case Study of Reactrix (by Arbitron) :
Participant
Passerby
Unaided recall
Aided recall
Ad recall retention

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. 2 Scope: Applications in Retailing
• Consumer Retention Rate
• Brand Impact, Viral
Marketing, Word of Mouth
• Superior Visibility

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. 2 Scope: Applications in Retailing
Video link
3

17. 3 Potential Applications
Emotion Recognition using Facial Expression
1. Observing Consumer Behaviour in Retail
1. Observing Internet User Behaviour

18. 3 Potential Applications
Record
Emotions
Data:
Useful tool for
Consumer
Behavior
Observation

19. 3 Potential Applications
Record
Emotions
Data:
Useful for
emotions
and
reactions
observation
of users
(Opt-in)
3

20. 4 Challenges: Basic
Feasibility: COST:
• Accuracy • High Development
• Precision Cost
• Visual Noise • Need for customization
• Software Recognition • Need for coordination

21. 4 Challenges
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of
customization ?

22. Flat Screen Example

23. 4 Challenges
WOW Effect Expiration Date:
--/--/2020 ?
Benefits Quantification
Is it accurate despite high range of
customization ?

24. Feel free to ask
Questions? Need More Information?
Remember:
Gesture Recognition
Interactive Experience
Better Retail Advertising
Better Market Research