Parveez Nasyam, CEO & Man­ag­ing Di­rec­tor Xe­nium Dig­i­tal Pvt. Ltd.

‘Re­tail Tech’ based ex­pe­ri­ences have made their way into the world we live in and they will only get bet­ter with the years to come. Re­tail out­lets around the world are in­creas­ingly work­ing on im­prov­ing their over­all cus­tomer ex­pe­ri­ence.

VMRD - - Contents - By Hozefa At­tari

The re­tail space these days is con­stantly threat­ened by the in­va­sion of e-com­merce giants, while con­sumers pre­fer to choose the prod­ucts as per their lik­ing at their own con­ve­nience, in­stead of step­ping out into the three-di­men­sional world and walk­ing into a phys­i­cal store. With e-tail­ers con­stantly try­ing to hog the lime­light with ads and of­fers, it is very easy to fall for one of these traps and wan­der off end­lessly to search for prod­ucts that you don’t need.

It is very dif­fi­cult to make the con­sumers step out of their house, but if they do turn up at your re­tail out­let, it is very im­por­tant to make their ex­pe­ri­ence worth­while. POS and brand­ing at re­tail out­lets in­form the cos­tumer but do not en­gage them. Games and ac­tiv­ity stalls, en­gage but do not in­form. Also, the age bracket comes into the pic­ture, where it is nor­mally ob­served that the kids are the ones who en­gage in these ac­tiv­i­ties whereas the adults end up as spec­ta­tors.

Re­tail out­lets around the world are in­creas­ingly start­ing to change their ap­proach to­wards com­pet­ing with e-tail­ers. As op­posed to tak­ing them head-on, re­tail out­lets are work­ing on im­prov­ing their over­all cus­tomer ex­pe­ri­ence. Con­cepts such as slow-shopping are be­com­ing very pop­u­lar, for ex­am­ple, gro­cery stores such as Weg­mans have started to of­fer ex­ten­sively pre­pared foods, seat­ing ar­eas and even a full-ser­vice restau­rant in some of their out­lets. Tif­fany’s, on the other hand, fo­cusses on in­no­va­tion, while en­cour­ag­ing cus­tomers to try on prod­ucts that are still in their de­vel­op­men­tal stages. Du­cati en­cour­ages its cus­tomers to spend qual­ity time at their show­rooms, have re­laxed con­ver­sa­tions and meet up fel­low ‘Du­catis­tas’ to share their re­spec­tive rid­ing ex­pe­ri­ences.

There are only a cer­tain num­ber of ways that these ex­pe­ri­ences can end up be­ing ap­peal­ing. Mod­ern tech­nol­ogy can be of great help to en­hance these ex­pe­ri­ences, Aug­mented Re­al­ity and Vir­tual Re­al­ity can play a very im­por­tant role in over­com­ing phys­i­cal bar­ri­ers while giv­ing the con­sumer an im­mer­sive ex­pe­ri­ence. Brands such as Elec­trolux, Grohe, Myn­tra, D’dé­cor have used these in­stal­la­tions in their out­lets to en­hance the cus­tomer ex­pe­ri­ence.

Case Study: Elec­trolux

Elec­trolux, for ex­am­ple, wanted to aid their sales­force in or­der to serve the cus­tomers bet­ter. This was made pos­si­ble by an app that would scan a cor­re­spond­ing standee / Big Posters which would dis­play all the

rel­e­vant fea­tures of the prod­uct. This would ease the un­due stress off the sales­force while the cus­tomer could dwell deeper into all the fea­tures that wished to know.

Case Study: Grohe

Grohe was find­ing it dif­fi­cult to help their cus­tomers ex­pe­ri­ence their shower sys­tems and it was im­pos­si­ble for them to ex­plain ex­actly what the ex­pe­ri­ence of the prod­uct were. A vir­tual re­al­ity 3D cave sys­tem with the help of 3D glasses recre­ated a pre­s­e­lected se­quence of shower sys­tems, which would give the user an im­mer­sive ex­pe­ri­ence with­out the need to go through the process of bathing but ac­tu­ally feel the ex­pe­ri­ence of each fea­ture of the shower it­self.

Case Study: D’dé­cor

D’dé­cor has a wide se­lec­tion of pat­terns and colours for their bed­sheets, keep­ing the cus­tomer in­ter­ested while go­ing through their end­less se­lec­tion was very im­por­tant. An in­stal­la­tion us­ing in­ter­ac­tive 3D pro­jec­tion to dis­play their choice on the ‘ac­tual’ bed made the de­ci­sion­mak­ing process even more interesting. A Mul­ti­tac­tion ta­ble and an in­ter­ac­tive touch­screen would make the se­lec­tion process easy.

Case Study: Myn­tra

Myn­tra has a tremen­dous on­line pres­ence but the re­tail store that was opened in Ban­ga­lore had to have some­thing dif­fer­ent to make their store stand out and make the pur­chase ex­pe­ri­ence fun. In­stalling sta­teof-the-art dig­i­tal so­lu­tions like out­door LED screen, mul­ti­tac­tion (with marker de­tec­tion), selfie cor­ner (com­bined with ramp) and touch dis­plays helped frame the strat­egy suc­cess­fully to provide a seam­less, omni-chan­nel ex­pe­ri­ence to our cus­tomers.

One could choose the prod­ucts on-dis­play that they ac­tu­ally wanted to pur­chase and add it to the cart us­ing the Mul­ti­tac­tion dis­play that would iden­tify the prod­ucts with the help of the QR code mark­ings. Af­ter mak­ing the pay­ment they could in­stantly walk out with the prod­ucts with­out hav­ing to wait for them to be de­liv­ered. It was fas­ci­nat­ing to ex­pe­ri­ence the world of on­line fash­ion and re­tail store com­ing to­gether. The stim­u­lat­ing ex­pe­ri­ence of click­ing on a dig­i­tal touch­screen in­ter­face and leave with an ac­tual prod­uct.

These are some in­stances where ‘Re­tail Tech’ based ex­pe­ri­ences have made their way into the world we live in and they will only get bet­ter with the years to come.l

Parveez Nasyam is CEO & Man­ag­ing Di­rec­tor of Xe­nium Dig­i­tal Pvt. Ltd. His pas­sion, be­lief and pur­suit of in­ter­ac­tive dig­i­tal tech­nolo­gies led him to found­ing the com­pany 10 years ago. Xe­nium, is first-of-it­skind tech­nol­ogy so­lu­tions provider spe­cial­is­ing in user and in­ter­face de­sign for a va­ri­ety of fields rang­ing from lo­ca­tion-based ser­vices and aug­mented re­al­ity, to sound sen­sors and teleme­try.

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