Digital signage on store chillers, intelligent trolleys, hot mapping and holograms – yesterday, London Business School professor Patrick Barwise, chairman of Which?, led a panel convened by BT to unveil a vision for retailing: Retailtopia.
Emer Timmons, president of BT Global Services UK, said: “Networked technology has a huge role to play in delivering the next generation of retail, from the warehouse and stockroom to the store, home and mobile device, and will show the true potential of super-fast broadband in powering business success.”
Comments were made by JJ Van Oosten, former worldwide CIO at Tesco.com; Peter Madden, chief executive of Forum for the Future; Ralph Hengstenberg MD of BT Global Services; plus, Mike Watkins head of retailer and business insight, Nielsen.
The discussion covered the super broadband speeds recently acquired by Sainsbury’s from BT (an upgrade from 20-40MB with a potential 80MB) enabling the store to prepare for the expected changes in consumer retail by 2020. Already, we have smartphones using QR codes, but the next stage is likely to be even more interactive, with holographic greeters at the door, digital wardrobe matching, optimal brand suggestion according to your size, smart signage that recognises if you’ve purchased something before and make you a personalised offer as you walk by, and most importantly, no tills.
It seems an end to queuing is in sight, with touchdown points for wrapping and paying via staff with tablets – able to check on stock and delivery times as you talk.
Staff will no longer be weighed down with arduous stock counting and paperwork. Instead, they will have more time to interact with the customer. And that of course is for those who want the theatre and tactile pleasures of shopping in store. Over 70% of our shopping is likely to be carried out online, although Pick and Collect in store is estimated to be as popular as direct delivery.
We took a quick trip to Earl’s Court for the first day of the Retail Business Technology Show. First stop was the BT stand where we admired Stratacache Chiller doors with integral digital signage (six different message styles ranging from ice cream to mobile phones with money-off deals and new launches) from Symon Dacon. The doors can be changed weekly for new promotions.
Another company on the BT stand, Media Zest, had set up a hologram greeter, which can be any age or sex although the females apparently prove most popular. These will be used at the London 2012 Olympics and the company is already working with football clubs for selling new kit.
Valuable data capture is the essence of a great deal of the show’s technology, but making the consumer experience more pleasurable seems to be a top priority. We tried out a few touchscreens – both 2D and 3D – helping customers find their way around the store for various items and to fulfil recipes printed in store.
There are also huge advances being made in store design, from companies such as Verint Video intelligence solutions, with hot mapping registering the hot spots and helping managers gauge the value of end of aisle SKUs and areas such as hospitality seating.
What did ring true after the morning discussion was the need for retailers to collaborate both in terms of transport in distribution and giving customers the best possible service when it comes to spending their precious time. Those big name retailers who have customer trust stand in a great position, but even they have to continue to innovate to maintain position. The UK is currently well ahead in terms of digital communication in retail, Scandinavia is also ahead of the pack.
Using this knowledge to optimise costs is a crucial factor, from preventing shoplifting – through the front and back door with cage tracking – to recognition of fast selling lines and replenishment.
Although traditional retail and online retail look set to work alongside each other for some time to come, with 70% of shopping expected to be online by 2020, the store as we now know it, is soon to be a relic of the past.
Claire Phoenix is managing editor of Beverage Innovation magazine.
© FoodBev Media Ltd 2024