國外新興科技案例集

1. 1‘EMOTIONAL TECHNOLOGY DRIVING EXCELLENT CUSTOMER EXPERIENCES’
SAMPLE COLLECTION OF
TECHNOLOGIES FOR A
DISRUPTIVE IMPACT ON
CUSTOMER EXPERIENCE

2. 2 ‘EMOTIONAL TECHNOLOGY DRIVING EXCELLENT CUSTOMER EXPERIENCES’
1. Macy’s
The famous US department store has
been experimenting with iBeacons. In this
example, customers who enter the store
with the Shopkick app installed on their
iPhones will be alerted about deals and
items they may be interested in. While
there may be a risk of annoying shoppers,
this kind of precision marketing could be
very effective.
2. CES scavenger hunt
This was trialled at CES recently. The idea
of the scavenger hunt was to encourage
attendees to explore the event. People
downloaded the CES mobile app onto
their iOS or Android devices and then
looked to find iBeacon badges throughout
the conference venue and win a prize.
iBEACON
iBeacons is an Apple brand name for the micro-location technology
in mobile apps that is transmitted using Bluetooth Low Energy (BLE).
BLE allows linked devices to transmit signals to each other without
using too much of the device’s battery life. BLE signals can be
transmitted via compatible devices but also via third-party hardware,
commonly known as beacons. The majority of new devices entering
the market are all BLE compatible. It means that content (offers,
product alerts etc) can be pushed straight to mobile devices, providing
they have the brand’s app installed (and bluetooth switched on).
Cases

3. 3‘EMOTIONAL TECHNOLOGY DRIVING EXCELLENT CUSTOMER EXPERIENCES’
3. American Eagle Outfitters
Using the Shopkick app, American Eagle
Outfitters customers receive a welcome
message when they enter a store, with
details of location-specific rewards, deals,
discounts and product recommendations.
Here, the messages are pushed to
customers without them needing to open
the app. If a customer has tagged products
on the app, they will receive reminders to
search for those items when in store.
5. Major League Baseball
This app provides baseball fans with access
to tailor-made offers, information about
facilities, video clips and more.
4. Apple
Apple has switched on iBeacon tech in its
254 US stores, to be used in conjunction
with the company’s Apple Store app.
Uses include customer notifications when
orders are assembled and ready, as well
as prompts such as phone upgrades when
you’re in the relevant section of the store.

4. 4 ‘EMOTIONAL TECHNOLOGY DRIVING EXCELLENT CUSTOMER EXPERIENCES’
1. Ikea’s 2014 Catalog app
In 2013, Ikea took the plunge into the wide
world of augmented retail reality, when it
released a companion app to go with its
catalog -- to give Swedish furniture fans
access to bonus digital content related to
products shown on its pages. A new version
of the app is now upon us, and with it
comes new AR functionality. Namely,
users can now see what certain pieces of
furniture (or at least a digital version of
said furniture) will look like in a given
room. For the feature to work, users simply
need to scan one of the 90 AR-enabled
product pages with the app, and toss the
catalog on the floor where they want to
see the digital version of the product
appear. Then, the app superimposes a 3D
model of that bit of decor on your mobile
device’s screen, allowing users to assure
their would-be furniture will maintain
perfect feng shui without, you know,
having to actually move stuff around.
AUGMENTED REALITY APPLICATIONS
The retail landscape is overcrowded and customers are becoming
desensitized to traditional marketing methods. That’s where
augmented reality comes in. As shoppers turn to a blend of online,
mobile, and bricks-and-mortar shopping for their convenience, brands
and retailers are having to think of new and innovative ways in which
they can capture customer attention. Augmented Reality – or
AR – has the power to bring an image, product label or even shop
window to life. Customers can see brands and their stock in a new
way and engage with them on a completely new level.
Cases

5. 5‘EMOTIONAL TECHNOLOGY DRIVING EXCELLENT CUSTOMER EXPERIENCES’
2. Adaptive Storefront Display
This application revolutionizes the
average store display with an interactive
digital touchscreen display that integrates
form and function. The new display is
a great marketing scheme, as it provides
opportunities to draw in new customers
and clients, as well as inject a little fun and
inspiration into the shopping experience
as a whole. Using Bluetooth Low Energy
(BLE,) the system instantaneously reacts
to the prospective buyer’s personal data,
the display will then include shopping
preferences and customary habits of
the consumer. All of the information is
obtained through the viewer’s smartphone.
Despite being user friendly, it is also highly
efficient as shoppers are able to peruse
over selected personalized information,
complete with a shopping cart and a
tap-to-purchase button.
3. De Beers
The ‘Forevermark Fitting’ from De Beers
allows shoppers to try on the Forvermark
diamond collection through their webcam,
and see how pieces would look in certain
lights and against certain skin tones.
4. IBM App
Research by IBM showed that 58%
of consumers want to get product
information in-store before a purchase,
and that 19% of customers will browse
mobile devices whilst shopping. To address
this consumer need in a way they are
using, IBM launched their AR app. Acting
like a personal shopper, it uses augmented
reality technology to provide shoppers with
personalised information whilst browsing
the shelves.