Showing posts with label IN-STORE MARKETING. Show all posts
Showing posts with label IN-STORE MARKETING. Show all posts
Friday, April 22, 2011
Pervasive Retail Part I: Web UX Meets Retail CX - Screens Large and Small at the Mall, Revisited
If you follow my blog(s), you know that I have a passion for interactive displays in public spaces, and that I enjoy watching how various technologies converge, jump across platforms and devices, inter-operate, and re-purpose over time.
The best places for watching this unfold, in my opinion, are airports, malls, shopping districts, and larger "big box" establishments, where the Web meets Digital Out of Home (DOOH), old-fashioned kiosks morph into multi-touch screens and gesture-based windows, and visual merchandising meets technology, digital culture, architecture, and consumer metrics. At the center of it all is the user/consumer - regular people, moms, dads, kids, teens, the elderly, the disabled, the hurried and the worried. Adding to the complexity is that an increasing number of people who are out-and-about are tethered to various mobile devices.
In scholarly tech circles, the concept of DOOH is known "Pervasive Retail". The explosion of mobile devices and ubiquitous screens has fueled the fire for research, and is the focus of the current issue of IEEE's Pervasive and Ubiquitous Computing.
Despite the influx of technology, no-one is exactly sure how to do it quite right. (I have some ideas, which I'll save for a future post.)
The following video, taken with my handy HTC Incredible, provides a quick sampling of the screens I encountered during a recent visit to South Park Mall, in Charlotte, N.C. The last screens in the clip were taken in the Brookstone store, and will be included in another clip that focuses solely on all of the screens that were scattered about the retail space.
Much of what you'll see in the following video, taken at the same mall in December of 2009, wasn't around during my most recent trip:
Screens Large and Small at the Mall
Interactive Coke Machine and Kid at the Mall
I was sad to see that the interactive screen on the Coke machine had been replaced by an ordinary one. Part of the problem, I think, is that the interactive display was too busy and as a consequence, made the goal getting a quick drink a bit too complicated for the average thirsty customer, as seen in the video below:
Touch Screen Coke Machine at the Mall: 90 seconds to get a coke!The best places for watching this unfold, in my opinion, are airports, malls, shopping districts, and larger "big box" establishments, where the Web meets Digital Out of Home (DOOH), old-fashioned kiosks morph into multi-touch screens and gesture-based windows, and visual merchandising meets technology, digital culture, architecture, and consumer metrics. At the center of it all is the user/consumer - regular people, moms, dads, kids, teens, the elderly, the disabled, the hurried and the worried. Adding to the complexity is that an increasing number of people who are out-and-about are tethered to various mobile devices.
In scholarly tech circles, the concept of DOOH is known "Pervasive Retail". The explosion of mobile devices and ubiquitous screens has fueled the fire for research, and is the focus of the current issue of IEEE's Pervasive and Ubiquitous Computing.
Despite the influx of technology, no-one is exactly sure how to do it quite right. (I have some ideas, which I'll save for a future post.)
If you are interested in learning more about concepts related to "pervasive retail", the Retail Customer Experience website is a treasure trove of information related to DOOH, digital signage, multi-channel retailing, in-store media, kiosks, interactive touch screens and windows, related metrics, and more, with stories about real-life technology implementation.
The following video, taken with my handy HTC Incredible, provides a quick sampling of the screens I encountered during a recent visit to South Park Mall, in Charlotte, N.C. The last screens in the clip were taken in the Brookstone store, and will be included in another clip that focuses solely on all of the screens that were scattered about the retail space.
I have a hunch that some of the smaller displays in the Brookstone store were iPads. iPads and tablets have great potential for use for shelf-level in-store interactive visual merchandising deployments, given the right apps and mounting systems. (See iPads as Cheap Digital Signage, by Tony Hymes of DOOHSocial and the video about Premier's iPad mounts, for more information.)
Screens Large and Small at the Mall
Interactive Coke Machine and Kid at the Mall
I was sad to see that the interactive screen on the Coke machine had been replaced by an ordinary one. Part of the problem, I think, is that the interactive display was too busy and as a consequence, made the goal getting a quick drink a bit too complicated for the average thirsty customer, as seen in the video below:
RELATED
Previous Posts:
What is DOOH and Why Should We Care?
Interactive Visual Merchandising, Interactive Window-Shopping at Nordstrom, Downtown Seattle: "Writing with Light"
Window Shopping in the Web Outside: Interactive Window Displays (videos and links)
Close Encounter with "Best Buy On": Example of a multi-channel marketing approach using in-store media and an online magazine
Video: Gesture Interactive Window Display at Repetto Store in France, by the Marcel Agency
The World Is My Web Browser: Interactive Technology in Public Spaces
References and Resources (Partial List)
Fujitsu's Pervasive Retailing (pdf)
Ron Brunt, InTouch with Retailing Whitepaper, 1/15/06
When all the world is a screen
Brian Monahan, IPG Emerging Media Blog, 4/15/11
When all the world is a screen (The video is worth taking the time to watch.)
Narayanswami, C., Kruger, A., Marmasse, N. Pervasive Retail, IEEE Pervasive Computing
April-June 2011 (Vol. 10, No. 2) pp. 16-18 1536-1268/11/$26.00 © 2011 IEEE
References from the Pervasive Retail article:
Mobile Retail Blueprint, Nat'l Retail Federation; www.nrf.commodules.php?name=Pages&op=viewlive&sp_id=1268 .
G. Belkin, Pervasive Retail Business Intelligence, Aberdeen Group, Apr. 2010; www.slideshare.net/AxiomConsultingAustralia pervasive-retail-business-intelligence .
R. Wasinger, A. Krüger, and O. Jacobs, "Integrating Intra and Extra Gestures into a Mobile and Multimodal Shopping Assistant,"Proc. 3rd Int'l Conf. Pervasive Computing (Pervasive), Springer, 2005, pp. 297–314.
A. Meschtscherjakov et al., "Enhanced Shopping: A Dynamic Map in a Retail Store," Proc. 10th Int'l Conf. Ubiquitous Computing(UbiComp 08), ACM Press, 2008, pp. 336–339.
C. Stahl and J. Haupert, "Taking Location Modelling to New Levels: A Map Modelling Toolkit for Intelligent Environments," Proc. Int'l Workshop Location- and Context-Awareness (LoCA), LNCS 3987, Springer, 2006, pp. 74–85.
Saturday, January 22, 2011
Close Encounter with Best Buy On, an example of a multi-channel approach that includes "in-store digital media" and an on-line magazine
(Cross-posted on the Interactive Multimedia Technology blog.)
Over the next 9 months or so, I'll be in the market for a computer, an iPad or something similar, a Kinect, and maybe a mid-size Internet-enabled HDTV. As a consequence, I turned in to a Best Buy on my way home from work Friday to see what I could find. I didn't want to spend much time at the store, since I'm the type of shopper who goes in, finds the desired item(s), and leaves.
During this trip to Best Buy, my shopping habits were broken, at least temporarily. I found myself wandering around, looking at the numerous displays of all sizes located about the store. The displays distracted me from my intended mission.
I spend more time in the store than I'd planned, and I left the store empty-handed. But that is OK, since I think that this strategy, in the long run, will have the power to entice me back to the store and leave knowing that I've made an informed purchase.
According to Gail Chiasson in her Daily DOOH post,"Best Buy's New In-Store Network", Best Buy established an internal advertising and editorial team in 2009, and officially launched a multichannel network called Best Buy On, which extends the in-store network of displays, to the online magazine, also called Best Buy On . Best Buy On focuses on different theme each month. This month's theme featured all of the cool things that were unveiled at the recent Consumer Electronics Show.
The bottom line is that customers are provided with with enhanced information about various products in each department, and can access additional information on-line. In turn, this might lead to better sales and happier repeat customers in the long run.
There is room for improvement. It would be nice if the in-store network of displays was less disjointed. I was puzzled by the somewhat inconvenient placement of some of the displays. The content running on the screens also could be better focused on the needs of the customers in specific departments, including the needs of customers from all age groups. For example, my 80-year-old mother needs a new laptop and would also like to find an eReader that is suitable for someone her age. I'm not sure what she'd make of the displays that run animated comments about products from Facebook fans!
Although there is room for improvement, the Best Buy On approach is a start. I would like to see more touch-enabled displays as part the in-store network, given the fact that Best Buy sells touch-screen gadgets, tablets, and all-in-one PCs. They also need to get the Kinect demo up and running!
RELATED
Below is a slideshow of the pictures I snapped as I wandered about Best Buy:
Over the next 9 months or so, I'll be in the market for a computer, an iPad or something similar, a Kinect, and maybe a mid-size Internet-enabled HDTV. As a consequence, I turned in to a Best Buy on my way home from work Friday to see what I could find. I didn't want to spend much time at the store, since I'm the type of shopper who goes in, finds the desired item(s), and leaves.
During this trip to Best Buy, my shopping habits were broken, at least temporarily. I found myself wandering around, looking at the numerous displays of all sizes located about the store. The displays distracted me from my intended mission.
I spend more time in the store than I'd planned, and I left the store empty-handed. But that is OK, since I think that this strategy, in the long run, will have the power to entice me back to the store and leave knowing that I've made an informed purchase.
According to Gail Chiasson in her Daily DOOH post,"Best Buy's New In-Store Network", Best Buy established an internal advertising and editorial team in 2009, and officially launched a multichannel network called Best Buy On, which extends the in-store network of displays, to the online magazine, also called Best Buy On . Best Buy On focuses on different theme each month. This month's theme featured all of the cool things that were unveiled at the recent Consumer Electronics Show.
The bottom line is that customers are provided with with enhanced information about various products in each department, and can access additional information on-line. In turn, this might lead to better sales and happier repeat customers in the long run.
There is room for improvement. It would be nice if the in-store network of displays was less disjointed. I was puzzled by the somewhat inconvenient placement of some of the displays. The content running on the screens also could be better focused on the needs of the customers in specific departments, including the needs of customers from all age groups. For example, my 80-year-old mother needs a new laptop and would also like to find an eReader that is suitable for someone her age. I'm not sure what she'd make of the displays that run animated comments about products from Facebook fans!
Although there is room for improvement, the Best Buy On approach is a start. I would like to see more touch-enabled displays as part the in-store network, given the fact that Best Buy sells touch-screen gadgets, tablets, and all-in-one PCs. They also need to get the Kinect demo up and running!
RELATED
Below is a slideshow of the pictures I snapped as I wandered about Best Buy:
FAR OUT 1/9/11 (Best Buy On video about products at CES)
What is Best Buy On? (Description of on-line magazine)
Best Buy Addresses High-Tech Obsolescence
Shirley Brady, Brand Channel, 1/18/11
Buy Back Program from Best Buy Helps "Future-Proof" Today's CE Purchases
Jeremy Baier, Best Buy, 1/10/11
"Best Buy CEO Brian Dunn describes the consumer electronics retailer's just-launched Buy Back program as "a game-changer." The goal: to help customers embrace new technology with greater confidence."
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