RFID inventory robots at Adler Modemärkte Photo: New MetraLabs GmbH
technologies can help retailers and brands was pivotal to bind their customers in the business rapidly and to care for you. Most of it is not as futuristic as it first sounds. Thanks to steady progress in the fields of virtual and augmented reality, 3D printing and the Beacon technology are more and more brands will be able to offer unique shopping experiences and to impress their clients sustainably. When 7-Eleven for the first time an order by drone extradite and Adler Moder markets a robot, the customer leads to the desired product, then, it seems, everything is possible in modern retail.
Especially virtual and augmented reality have a disruptive potential; they can change retail strongly within a few years. The huge success of Pokémon Go shows how fast Augmented Reality can be part of our everyday lives. It is quite possible, therefore, that we run into several years with data eyeglasses by a furniture exhibition. we get over the spectacle information on chairs and couches displayed Enter by clicking on the temple or voice in the digital cart and get it delivered home later.
Using Virtual Reality can especially brands from the travel, sports and fashion create an immersive experience by allowing them to potential buyers see the product in its environment. Tommy Hilfiger example sets its customers in the store by means of VR goggles in the first row of the fashion show. Also for the travel industry VR is interesting, customers can still look ever spot in front of the Caribbean Travel – and ultimately be animated for booking. Or try the new ski equipment prior to purchase in the Alps. VR has the potential to transform banal shopping in colorful, adrenaline rich experiences.
Still in its infancy of 3D printing. In the not too distant future he will give brands the ability to view the range demand based replenish and customize products such as toys, jewelry, games and furnishings customization. Brands like Nike and Adidas are already seeing the potential customers in the future to offer personalized shoes that are made to their individual dimensions and requirements directly in the business.
A technology that we are already seeing increasingly in retail stores, are beacons. Smartphones, who are often regarded as a distraction for the buyer can be used in the service of the retailer. Using Bluetooth-based beacons or Presence-signal technology, based on a non-audible audio signal, we can customers now play brand messages via an app on their smartphone or iPad in business – including personalized discount coupons, special offers or features for customer loyalty , The latter can be individualized trend recommendations or assistance with product selection.
This exciting technological advances provide brand owners a multitude of new possibilities in view, and are able to change retail crucial within a few years. However, it is a fine line between the intelligent, meaningful interaction using the latest technologies and the overloaded, ultimately interfering high-tech spectacle. Ultramodern features may never become an end in itself, but must support the following objectives in the end:
. 1 Estimate the time your customers value
Time is a valuable commodity today. As to long perceived waiting times in business should be avoided, for example, by self-checkouts, interactive displays, where the customer can retrieve all the necessary information itself, or Click & amp; Collect. Are waiting times unavoidable, they can be filled useful as by entertainment or information screens at checkout.
. 2 Provide added value
The customers in the moment when they are approaching a specific sales area, an attractive offer or a recommendation styling on their mobile phone. In perspective, the location-based services have become increasingly individualized tailored to the consumer. Interactive touch screens in turn allow customers to personalize their product with a few clicks and hand movements and to design individually.
. 3 Thrill by special experiences
Villeroy & amp; Boch simulated using virtual reality goggles to customers in the business, the personal dream bathroom. The Volvo Reality app offers the user to have long trials in Volvo XC90. Both examples show how close the VR technology is already on the market and is particularly suitable for emotional brand experiences and visual storytelling.
New technologies have a significant added value for potential buyers offer to succeed in the mass market. When used intelligently and usefully, we can look forward to many exciting, diverse shopping experiences.
Volker Scharenberg is sales director at the in-store media provider Mood Media Germany.