an intelligent shopping experience

An Intelligent Shopping Experience

Sreeraman M.G Co-‐Founder

addSale Retail Technologies -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐ www.addSale.com | Twi:er: @addSale | www.FB.com/addSale

On how interac@ve devices are changing the face of retail

13/02/13 An Intelligent Shopping Experience 1

{Why} {How} {What} {Who} {of an intelligent shopping experience}


Why do we need to bring in intelligence to shopping? Aren’t current shopping experiences good enough?

How do we really enhance the shopping experience?

What are the various parts of an intelligent shopping experience?

Who are the major players. A brief @meline of companies & people making a difference.


WHY? h:p://www.indiamike.com/india-‐images/pictures/sari-‐shopping

WHY

everything around you that you call life was made up by people that were no smarter than you…

~ Steve Jobs

and retail is no exception to this observation. There is a scope for vast technological improvements in the retail space.


Why should retail spaces become more intelligent 1.  Tradi@onal shopping is a @me consuming hun@ng gathering process

[1]. Women enjoy the process of shopping while men enjoy the end result of shopping. That is how our brains are wired to release dopamine. Is your store experience meant to cater to both these groups apart from just separa@ng them into two sec@ons?

2.  Shopping requires the involvement of mul@ple people – the customer, the shopping assistant, the bill desk assistant and the security

3.  There are thousands of SKUs in a single shop. How can a customer go through all of them?

An ‘Intelligent Shopping Experience’ solves these major pain points and smoothens the shopping experience

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Showing social media comments in a screen in the shop resulted in

1.  Customers perceiving brands as more innova@ve and a:rac@ve

2.  A measurable, posi@ve effect on sales on both the brand and the product in ques@on and

3.  Customers wan@ng to see the comments of others, but not their own, crea@ng a give-‐and take paradox for using public displays to show social media comments.

Increasing Brand A<rac=veness and Sales through Social Media Comments on Public Displays – Evidence from a Field Experiment in the Retail Industry Erica Dubach Spiegler, Chris3an Hildebrand, and Florian Michahelles


Research Research has already shown how the use of technology can change the image of a brand in the eyes of customers. In fact it has even proven that there is a considerable posi@ve impact on sales as well

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How – the implementation 1.  Implement systems that keep track of shoppers & shopping data

2.  Reduce the @me of discovery

3.  Provide intelligent recommenda@ons

4.  Reduce the number of people involved in the process

5.  Extend the shopping experience out of the stores

6.  Not just one device but a network of devices

7.  Leverage the power of smart phones


1.  User(s) 2.  The public display 3.  Surrounding space 4.  Informa@on server/Internet

An Intelligent Self Service Kiosk


An intelligent self service kiosk which is connected to not just the inventory but to a network of devices within the store making every step in the process of discovering something you like smoother and more enjoyable.

Players in this system -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

Interaction between the various players How good an intelligent self service kiosk is just a measure of how well the various players interact with each other in the system

Kiosk

User Informa=on Server Internet

Public Space

Data Informa3on

Ambience Placement


The User

Kiosk

User

Public Space

Informa3on

Ambience


The kiosk and the public space are the two elements with which a user interacts and ‘informa@on’ and ‘ambience’ are the major exchanges between these systems

The User & the Kiosk

The Fear Vs Curiosity Game

Kiosk

User

Informa=on


The fear of looking stupid in public vs the natural human curiosity

Unlike between a personal computer and a user, there is no par@cular need for a user to interact with a public kiosk other than the natural human curiosity.

However this curiosity is ojen hindered by the fear of looking stupid in front of the users.

Therefore any public kiosk should first off all put the user at ease

The User & the Kiosk

Curiosity of the user •  Leverage the power of the most human of our characters

Don’t make the user look stupid in front of people

•  Tell the user what the kiosk does •  Give clear instruc@ons. Don’t mix marke@ng gimmicks with instruc@ons •  Don’t show user’s errors to everyone by making stupid warning noises

Public Display User

Informa3on


1.  Targets larger than 4 pixels (0.17 -‐ 0.22 cm) touch input and mouse input performed equally fast.

2.  Ver@cal surfaces are operated more slowly than horizontal surfaces because users cannot support their arms

3.  Horizontal surfaces produce more errors than ver@cal surfaces. The reason for this is that on horizontal surfaces the angle between finger and surface (and thus the shape of the contact area) changes for different areas

An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark


Research How to mount the display is one ques@on that designers ojen struggle with. Should it be horizontal (table top) or ver@cal (wall mounted)? Below are some of the major findings from a research conducted on this topic

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4.  Smaller targets are more likely to be selected by the dominant hand as the dominant hand is preferred for fine grained ac@ons.

5.  Dragging is more demanding than tapping as the finger must remain in contact with the surface. Therefore, dragging is more likely to be performed with the dominant hand than tapping.

6.  Horizontal surfaces promote two-‐handed interac@on more than ver@cal surfaces as it is @ring to keep both arms stretched

Research – More Findings


An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark -‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐-‐

The ‘User’ & the ‘public space’

User

Public Space

Ambience


The ‘User’ & the ‘public space’

User

Public Space

Ambience

1.  Confidence – Not bothering about making mistakes 2.  Sense of security – in terms of sharing passwords/data with the device 3.  Ambience – people walking around the kiosk, ligh@ng around the kiosk 4.  Ergonomics – proper height adjustments for various users 13/02/13 An Intelligent Shopping Experience 19

The ‘kiosk’ & the ‘public space’

Public Display

Public Space Placement


The ‘kiosk’ & the ‘public space’

Public Display

Public Space Placement

1.   Loca=on -‐ affects discoverability 2.   Branding -‐ acts as the extension of the brand into the

public space


The ‘kiosk’ & the ‘information server’

Public Display

Informa=on Server Internet

Data

1.  Serves user with appropriate data in a @mely fashion 2.  Ensures secure transmission of user data 3.  Capture user events like clicks and log them in the backend 4.  Track system status & generate appropriate alerts for the kiosk admin


The ‘informa@on server’ performs the following func@ons in the system

WHO? 13/02/13 An Intelligent Shopping Experience 23

Who are the stakeholder? •  Brands & Retailers •  Touch screen manufacturers •  Plaqorm providers •  App Makers •  Digital Agencies


Brands & Retailers •  Brands are headed by old @mers who resist large scale changes •  S@ll follows archaic processes and trust these processes to show results •  Lack of trust in technology and considers the cost of shijing to new

technology as unnecessary •  S@ll several brands have begun to embrace technology like Macy's, Diesel

etc


Macy’s Magic Mirror


h:p://news.cnet.com/8301-‐17938_105-‐20019548-‐1.html

Touch Screen Manufacturers Main manufacturers at Global level – Samsung SUR40, Lenovo etc Touch screens are extremely expensive It is difficult to find the Right technology at the right price

Lenovo Coffee table concept


www.lenovo.com

Platform Providers •  Microsoj PixelSense •  Microsoj Surface (tablets) •  Intel – works with Macy’s, Lego etc •  EMO2 – Indian Startup



h:p://www.emo2.com

MicrosoY Pixel Sense – Samsung SUR40


h:p://www.microsoj.com/en-‐us/pixelsense/default.aspx

App Makers & Digital Agencies •  Making their apps cross plaqorm compliant is the biggest expense that the app

makers face •  Forced to make use of the wrong technology for the sake of cross plaqorm

compa@bility •  Finds it difficult to get the right screen at the right price. Since the large touch

screens and associated technologies are s@ll at an infant stage they are priced over the top


References h:p://www.psychologytoday.com/blog/people-‐places-‐and-‐things/201012/shopping-‐brings-‐out-‐our-‐inner-‐huntergatherer An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces. EsbenWarming Pedersen & Kasper Hornbæk (NordiCHI ’12, October 14–17, 2012, Copenhagen, Denmark

Increasing Brand A<rac=veness and Sales through Social Media Comments on Public Displays – Evidence from a Field Experiment in the Retail Industry. Erica Dubach Spiegler, Chris3an Hildebrand, and Florian Michahelles


an intelligent shopping experience

Design