Digital Experience in Retail

1. Digital retail experiences Scenario
Opportunities and Trends, Glimpses of Current

2. Methodology
Research Prototyping
. Introduction . Sourcing Materials and other equipments
. Studying Current Formats . Implementation of the Prototype
. Field Study - Malls, Hypermarkets, E commerce and other . Building final Prototype
. Discussing with Experts from the Industry . Testing
. Customer Study . Refining
. Case Study of Experiential Stores, Malls and more
. Documenting Documentation
. Findings and Identifying Opportunity Areas . Research
. Process
Concept
. Conclusion
. Exploring Ideas through sketches and video examples
. Retouching Ideas, Improvisation
. Selection of Final Design / Idea

3. Context
Let’s think less about real estate, staff, footfall and online stores and start thinking about the
entire world as a store; one in which we can easily make instant purchases regardless of time and
place. Driven by technology, the web, community and the search for ever-richer experiences, the
world of shopping is undergoing a sweeping transformation.
Beyond an evolving the decentralized shopping experience,retailers must begin to contemplate
the impact of digital media and the effects it is having on purchase decisions. Connected devices,
whether a mobile phone or a web-enabled in-store kiosk, are making what was once a solitary trip
to the store a socially connected event. As shoppers go through the process of discovering new
products, testing them, and reflecting on their purchases, they are sharing these thoughts with
their social networks and influencing perception amongst their peer group. Retailers must
embrace and facilitate this sharing of information, and retail outlets need to evolve to create
experiences that drive
sales both in-store and within online social networks. Meanwhile, the traditional physical store
remains as important as ever, providing the environment in which a retailer can provide
an unparalleled experience. Through the dynamic use of space, the most successful store owners
are pushing the boundaries of storytelling, product testing and education - aspects of evolved
services that lead to loyalty and repeat sales.

4. Digital retail experience
Integrating the physical world
with digital technology (and
vice-versa) is one of the most
interesting and opportunity
rich territories of our age, and
where a lot of the most
important work in our
industry will be done over the
coming years.

5. tHE iNTERNATIONAL PICTURE
Brands are integrating digital to
enhance and augment the retail
experience throughout the
customer journey

6. how does digital media help retail
1. Drawing the customer in: engaging shop windows
2. Ambient in-store interaction, engagement, entertainment
3. Providing a richer product experience through RFID, shotcodes
and augmented reality
4. Digitally supported sales consultation and advice
5. The evolution of the fitting room: augmented reality browsing and
customization
6. Facilitating social shopping: getting a second opinion in real-time
7. Before you leave: digitally-enabled value adds
8. Leaving a great experience and a recall value.

7. 1. Engaging shop windows
The digital retail experience starts
before customers have even entered
the store. Here’s a range of examples
illustrating how shop windows are
increasingly reactive, interactive, and
even commerce enabled.

8. Levi’s interactive windows
In this example from 1998, passers-by
could interact with sensors on the glass
to control the content displayed on
plasma screens inside the windows of
the flagship Regent Street store in
London, 24 hours a day.

9. Elle MacPherson
Intimates
interactive window
Elle MacPherson went with a
simple but eye-catching
digital installation, using the
movement of people walking
by or standing in front of the
windows to reveal the video
display.

10. Tommy Hilfiger Collage
At their Trinity Street store in Dublin,
Tommy Hilfiger offered window
shoppers the opportunity to capture and
stylize an image to submit to a collage
being streamed in-store, as well as
projected onto a series of high-profile
buildings in Dublin.
In a nice commercial twist, at the end of
the campaign, participants could return
to the store to pick up a T-shirt printed
with their custom design.

11. Esprit Mirror Mirror
Esprit borrowed from Disney mythology to create their “Mirror Mirror” installation,
where a fairy godmother calls out to passerbys to brush away some snow from a
mirror. The magic mirror then takes a photo of the shopper which is superimposed
onto a virtual mannequin.
From there the product experience begins, with the now hooked-in shopper able
to apply various outfits to their virtual self, including professionally designed
haircuts and 50 items from Esprit’s current range.
The styling process results in a “model card” which is projected in-store, allowing
the shopper to find and purchase the items they’ve selected. The model card could
also be accessed from a mobile site using a custom QR code displayed in the shop
window, and from there shared on to the Esprit Facebook page.

12. Hugo Boss augmented
reality window
Fashion brand Hugo Boss also went the
augmented reality route for its Black Magic
interactive window.
A promotion in London dailies the Stylist and
Shortlist drove customers to the Hugo Boss
store at Sloane Square, where customers
could activate a fashion show in the window
with their flyer, and then take it in store to try
their luck at a game of virtual blackjack for
the chance to win shopping vouchers.
Gimmicky yes, but it fulfilled their goal of
garnering attention and driving footfall.

13. 2. Ambient in-store interaction,
engagement, entertainment
Once you’ve been hooked into the
store, digital installations will engage,
immerse and entertain you, enticing
you to stay and shop.

14. Stripey Lines
Use of applications to automatically add to cart through use of bar codes detector.
No need to stand in long queus for billing. Shopper can also see ads, reviews and
more information regarding the product through the smart phone. User can also bill
the product. Cashless transaction.

15. Intel's holographic
glass display
It's a 7-foot-6-inch LCD display with
holographic glass that features a plethora
of interactive options, allowing shoppers
to browse merchandise, read customer
reviews, submit their own feedback on
products, discover promotions, and share
finds with their friends via social and
mobile integration.

16. App Transforms iPhone and iPad Into Credit Car d Machine
Square is a new mobile payment system for the iPhone and iPad that enablespeople to check out from anywhere. A small, plastic
card reader fits into the headphone jack, transferring the credit card’s swipe data to the app or details can be entered manually
without the need to swipe. After an employee enters the amount to charge, the customer confirms by simply entering their
signature with their finger and then the receipt is sent to the customer’s email address.
www .squareup.com

17. 3. Providing a richer product
experience
Once you’re shopping, digital
technology including shotcode, RFID
tagged product and reader displays,
and augmented reality are able to
provide a wealth of detail around the
product you’re interested in, from
related products, to reviews, to
promotions.

18. Lego kiosk
One of the earliest examples of
augmented reality was Lego’s in-store
kiosk. The idea is simple — hold up the box
to the kiosk, and you can see what the
assembled product will look like.

19. 4. Digitally supported sales
consultation and advice
The shop assistant can use digital
technologies as well to help you
evaluate and compare your choices.

20. Diesel Ginza Interactive
Mirror
At Diesel’s store in Ginza, an interactive
mirror was designed to enhance the
communication between the sales
assistant and the shopper. A digital
camera can snap photos of up to six
outfits, allowing the shopper and
salesperson to compare them against
each other.

21. 5. The evolution of the fitting
room
Once you’ve got some items picked
out, augmented reality fitting rooms
enable rapid browsing and colour
selection.

22. Adidas augmented reality
Shoe shopping
The idea is an evolution of a virtual-shoe
fitting mirror released back in 2007 at
the Adidas Paris flagship store, which
allowed shoppers to virtually try on
different footwear.

23. Fraunhofer Institute for
Telecommunications
Back in 2008 researchers at the
Fraunhofer Institute for
Telecommunications presented a “virtual
mirror” that would allow consumers to do
just that via a touchscreen interface on
the mirror, which may be more practical
than the phone. However you can see
that the issue of drapery was still
obviously not being addressed at this
point, which is where Adidas was looking
to innovate a bit further.

24. 6. Facilitating social shopping :
getting a second opinion in
real-time
Once you’ve got your items picked
out, share them virtually with your
friends or significant others to get
their second opinions.

25. Diesel Cam
Diesel stores in Spain now come equipped
with Diesel Cam, which enables shoppers
to photograph themselves with clothes
they are trying on and immediately post
the photo via Facebook Connect to get
feedback from friends, or simply show off.

26. Manor Tweet Mirror
Nedap Retail has developed “Tweet
Mirror”, another social media enabled
digital mirror recently installed at Swiss
retailer Manor.
The mirror allows you to capture pics of
various outfits, compare and share with
friends via Twitter, e-mail or mobile for a
second opinion.

27. Entire World As Display
Innovation group Frog Design has envisioned a concept scenario called ThingBook, in which a future where every object is
connected to the internet plays a critical role in how we might eventually shop for products. With every visible thing connected as
a data point, users will be able to instantly research information about items such as clothes they see others wearing in the
streets using image recognition systems on their mobile devices and pay for them through mobile systems. This access will
enable people to shop and buy from anywhere.
www .frogdesign.com

28. The Indian Retail picture..
Emerging Slowly.... Few of them
can be seen in experience shops
like titan. A lot of digital
possibilities are restricted to
display sign-age and
information only because of
cost factors and others.

29. Digital signage
Digital signage in the broad sense has been in use for
decades in the form of LED ticker signs and LED video walls
its recent growth it has yet to become a major public
medium, due in part to the following negative factors,
Lack of interoperability
Complex value chain
Lack of understanding
Understanding the industry

30. Titan Experience Zone (TEZ)
Titan Industries Ltd. launched India’s first
watch experience zone to mark the 25th
anniversary of the Company’s birth. This
unique centre, called the Titan Experience
Zone (TEZ), takes consumers through a
delightful and interactive voyage in the world
of watches. Crafted with the latest video,
audio and sensory technology by Titan Global
Design, in collaboration with Experiential
Design Lab, an Indo-Italian design firm, this
experience zone is yet another pioneering
offering from Titan.

31. reebok
Kreate is a touchscreen based kiosk which allows shoppers to customise elements
and create thier own unique code for the seletec design whic is used by Reebok to
manufacture and deliver the shoe at your doorstep
Project by Codesign

32. lEVI Strauss & Co. Wall of Fame
The History Wall at the Rivet Store in Bangalore is a
visual and virtual walk through a hundred fifty years
of levis heritage and world History.
A seamless narrative was created that engages the
user with the brand's travelouge through time. A
smart thouch screen, combined with customised
electronics, slides along the length of the history
wall and detects the decades mapped on the wall to
reveal detail informtion for the corresponding
decade. The visual interface mimics the
spontaneous abung=dance of Levi's fanatic's
scrapbook.

33. ASIAN PAINTS COLOUR STORE
This 2,700 square feet experiential space is completely dedicated to the experience of
Colour and home decor, and does not engage in retail/sale.
The Asian Paints Colour Store, Delhi invites shoppers to personalise the potential of colour
for their homes.
The experience begins with a large cloud chandelier at the reception, which reacts to
visitors with a colourful 'cloudburst' when they step on floor-pads of various colours.
And other digitally enabled activities enchance the experience of the place
Done by - www. experientialdesignlab.com

34. titan Industies- Xylys
Xylys is a premium brand of watches by
titan. To distinguish the exclusive Xylys
showrooms, a unique shopping
experience and an interactive exhibit on
time was designed and executed in
Bangalore, Hyderabad and mumbai.
The river of time is an interactive
installation celebrating time with a
vistual river that flows endlessly as an apt
metaphor of the same. The flowers and
leaves floating on the virtual river can be
touched, to reveal fifty multi-media rich
narratives, ranging from historical to
cultural and scientific notions of time.

35. Summary
The integration of digital technologies into the retail space is still
nascent, but it’s clear there is potential for enhancing the customer
experience throughout all aspects of their store visit.
Here’s a quick recap of some of the common threads in the above for
how digital is being used in the retail environment:
? attention, engaging customers and actively driving them
Attracting
into the store
?intelligent, real-time interactive displays
Providing
? context sensitive promotions and real-time sales and
Delivering
offers

36. ?
? the shopping experience, including easier
Enhancing
browsing/fitting, enhancing peer and shop assistant review, easy
access to product reviews and details
? customer demographic and behaviour data
Capturing
? in-store experiences
Providing
?a seamless connection between online and retail profiles,
Creating
enabling social shopping
? Proliferating interactive touchscreens through the technology
getting cheaper and more reliable

37. Resources
BLOGS
Makezine Blog "celebrates your right to tweak, hack, and
bend any technology to your own will."They also publish
makezine as a Quarterly Volume of some of the best
creative uses of appropriated technology.
Instructables is where you learn to make just about any
thing you might need and lots of things you probably don't
too.
Create Digital Music & Create Digital Motion have
interesting articles quite regularily about building interfaces
and devices for interaction and performance for inspiration.
Understanding the industry

38. Resources
ELECTRONICS
Tom Igoe's Useful collection of resources, examples, and
lecture notes for the physical computing courses at ITP
LOW TECH SENSORS AND ACTUATORS. (by Usman
Haque www.haque.co.uk and Adam Somlai-Fischer
www.aether.hu)

39. Resources
INTERFACE BOARDS
Arduino – . Arduino can be used to develop stand-alone
interactive objects or can be connected to software on your
computer. Also check out the freeduino site for ideas what
to do with an Arduino
BASIC Stamp – Simple commands such as turning devices
on or off, interfacing with sensors, etc. More advanced
commands let the BASIC Stamp module interface with
other integrated circuits, communicate with each other,
and operate in networks.
Make Controller is a line of hardware tools that provide
ways to create interactive devices, machines, and
environments by controlling a wide range of sensors and
actuators.

40. Resources
SOFTWARE
Processing (free) – An open source programming language
and environment for people who want to program images,
animation, and sound.
MaxMSP – A graphical programming environment, which
means you create your own software using a visual toolkit
of objects, and connect them together with patch cords.
VVVV (free) – is a toolkit for real time video synthesis. It is
designed to facilitate the handling of large media
environments with physical interfaces, real-time motion
graphics, audio and video that can interact with many users
simultaneously.
Pure Data (free) – A free real-time computer music
software package resembling Max.

41. MORE TO COME...