A leading retail innovation company launched an experiment to see how digital and brick-and-mortar shopping work together. It created what’s called “Shopping Screens” inside a conventional high-street mall to test this new concept.
The convergence of technology has thrown open a plethora of opportunities for the organized retail sector. From Point of Interface to Point of Sale, there are a range of technologies available that can improve the customer experience and result in greater shopping satisfaction.
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Large HD display screens were set up inside the mall and a variety of merchandise was put up. Shoppers could simply sit in front of these screens and browse through the high-definition product pictures. On each picture, a shopping code was shown and shoppers could order the product instantly using their card or mobile wallet. The product was delivered to them at the same place in just a few minutes.
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High-street malls face challenges of space optimization as rentals keep rising each year but product margins remain more or less static. In order to remedy this situation, the concept of “shopping screens” can be implemented. The screens allow a much wider range of merchandise to be displayed in a very small space, besides offering greater customer convenience and a new shopping experience.
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Whether its a stand-alone store or a shop-in-shop, shopping screens can be utilized everywhere. Ranging from hand-held tablets to large HD displays, a suitable screen can be installed in the store. A customized application will display high-definition pictures of products that can be sorted on price, size, tech specs, features, colour, etc.
Shoppers will have the choice of placing an order instantly using their mobile wallet or credit card and the purchased product will be delivered instantly to them. This way, shoppers will have instant gratification of shopping as well as an option to look at all available product options on screen.
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The technology, however, is not without its share of challenges. Large HD screens will have to be installed and maintained. Secondly, staff will have to be re-trained to handle the new technology and purchase process. Third, the back-end software and inventory management will have to be very robust in order to provide excellent customer service. Last but not the least, a strong and continuous internet bandwidth is required at all times.
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Nevertheless, the new technology of “shopping screens” has the potential to usher in a digital transition for the conventional malls and will certainly play a big role in creating Malls of the Future!
To know more, attend the 12th edition of India Retail Forum where there is a never-before session on IoT in retail on September 16, 2015 under its concurrent event India Omnichannel Forum(IOF).
The session, HOW INTERNET OF THINGS (IOT) CAN MAXIMIZE THE JOY OF RETAIL, will witness tech geniuses of India’s biggest retail tech specialists exploring ways to fit the Internet of Things into retailers’ game plans in the most effective ways. The line-up includes: Veneeth Purushotaman, Head IT, Bharti retail; Ranjan Sharma, Head – IT & Supply Chain Bestseller Retail; Chirantan Kisale, CIO, The Mobile Store; Jaspreet Bindra, Sr VP, Digital Innovation, Mahindra Group and Sunil Nair, Head Technology & Business Solutions, Max Hypermarket.
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