DDi - April/May 2011 - (Page 28)

28 M U L T I C H A N N E L R E T A I L 13 tried-and-true technologies that are changing the game for the in-store experience etail is no longer a matter of simply selling product—it’s about empowering, educating and involving the consumer. It’s about allowing shoppers to experience the brand across multiple platforms on their own terms. Retailers have been embracing a host of new digital technologies to transform their physical stores into multichannel offerings, where “online” converges boldly and enticingly with “ofﬂine.” New digital display technologies, including augmented reality, gesture recognition and real-time interaction, can facilitate the purchasing process and keep shoppers informed and entertained, greatly enhancing the overall in-store experience. With game-changing advances in e-commerce and m-commerce, physical stores have to work harder to draw customers in, engage them and encourage purchases. People are becoming accustomed to receiving instant information and entertainment through smart phones, and now expect a similar level of engagement from the physical world, especially within retail stores. So, what are the different methods and technologies that retailers can employ to achieve this? At a busy train station in Tokyo, drinks supplier JR East Water launched the aCure touchscreen vending machine, which uses an embedded camera and face-recognition technology to determine the age and gender of each user, and recommend soft drinks based on his or her proﬁle. This concept could be easily adapted for use in-store, offering product suggestions within a supermarket or even a fashion boutique. By Sheena Patel echnology provides a valuable opportunity to tailor the shopping experience for each customer. Personalization is a common feature of e-commerce sites, which remember online shoppers each time they visit and make recommendations based on previous purchases. Physical stores have the ability to customize the retail experience even further. Design: Design Studio S (www.design-ss.com) | April/May 2011 http://www.design-ss.com

Table of Contents for the Digital Edition of DDi - April/May 2011

Ddi - April/may 2011
Contents
From the Editor
From the Show Director
Newsworthy
Shopper Insights
Greentailing
Editor's Choice
Design Snapshot
Channel Focus: Footwear
Multichannel Retail Section
Digital Engagement
Shopping for Kicks
Mobile Retailing
Right Light
Product Spotlight
Global Shop
Booth Winners
Speaker Sessions
Trends
Products
EuroShop Products
Calendar
Advertisers
Classifieds
Think Tank

DDi - April/May 2011