The technology delivering the personal touch to in-store shopping

Interior of Niketown store in Amsterdam city centre.

It’s taken a lot longer than it should – particularly considering the rapid rise and comparative sophistication of online shopping – but finally ‘physical’ retail is starting to get ‘phygital’.

One area in which retailers are seeing demand grow, is for personalised pricing and promotions – delivered direct to shoppers’ mobile devices when they are in-store – driven by consumer expectations which are being shaped by online.

In a recent report developed with Planet Retail RNG, Displaydata found that 33% of shoppers want to be sent offers direct to their mobile when they are in-store and 27% want to be recognized by the store. If 1 in 3 shoppers want it, it’s no longer a ‘nice-to-have capability; and with the technology now mature enough, the solutions can be, at the very least, be cost-effectively trialed.

It is following a similar path to that travelled by Electronic Shelf Labels (ESLs), which have moved the traditional, generic and old-school paper label on to the point where they are regarded as a must-have solution by innovative retail businesses.

Working with our eco-system of strategic partners, we are helping our retail customers to drive powerful in-store customer engagement with ‘next stage’ solutions which include Augmented Reality (AR), Bluetooth Low Energy Beacons (BLE), Near Field Communication (NFC) and geo-location technology for product selection.

As well as shoppers receiving welcome messages and location-based offers using Bluetooth enabled ESLs, the use of an AR location services platform, allows retailers to develop searchable store maps to help consumers better navigate through stores.

AR technology enables consumers to search for a product by general term, specific brand name, product or unique product code using their mobile phone and the retailers app. Once a shopper finds the desired product on the app, they can tap on the item to begin navigation via a top-down view of the store, and a virtual navigation arrow shows the user’s precise location and orientation to the product.  Navigation begins, and the shopper can find all the items in their shopping list by following the navigation to that item.  And then, when they arrive in front of a product, the ESL can deliver real-time promotional or product information

The AR mobile app can also help shoppers discover promotional or product information strategically placed throughout the store, based on their shopping habits or preferences; provide special offers or information unique to the shopper and enable them to view highlights of the product’s shelf location with AR callouts.

This interaction between online and in-store is possible through the centralised software that is deployed within the solution. Although this use of AR is at the early stage, the use of Bluetooth enabled ESLs for location-based marketing to individual shoppers is already fully implementable.

Whether at the early stages of adoption or fully fledged, technologies like AR, BLE and NFC – combined with must have ESL solutions – are key to delivering the tailored interactions and digital relationships that shoppers expect, and which better reflect the hyper connected, IoT world we now live in. The question is, which savvy retailers will be ready to start courting them?

Jerzy Wielgus, SVP of Product Management at Displaydata


Read full story

Digital Retail Innovations – Aila Technologies

Following the launch of the Digital Retail Innovations 2018 Report (sponsored by Webloyalty) a series of Q&A’s with the leading figures behind some of the key entries in the report are being published. Here is a Q&A with Jason Gulbinas, CEO of Aila Technologies which features in this year’s report for its work with Rent The […]

Read full story

Technology at heart of loyalty generation

Having worked across different sectors it is noticeable how retail is very much more about the transaction whereas with the travel industry experience is everything. The good news is that this could change because innovations in things like artificial intelligence (AI) and augmented reality (AR) are bringing a greater level of personalised service to retail. […]

Read full story

Walking Away From Cash

Earlier this year Amazon opened its first Amazon Go store to the public, enabling shoppers in Seattle to pick goods off the shelf and leave. Cameras and scanners monitor the movements of each person and the goods they handle before automatically charging their account as they leave the shop with their items. Amazon has trademarked […]

Read full story

Future delivery models are knocking on the door

In a relatively modest timeframe Ocado has pretty much gone from what some analysts described as zero to the stock-market now pricing it as a hero. From being among the most shorted stocks on the UK market it has moved into the FTSE100 index and arguably become the darling of the UK retail sector following […]

Read full story

Digital Leisure & Hospitality Innovations Q&A – Nutrifix

Following the launch of the Digital Leisure & Hospitality Innovations 2017 Report (sponsored by Webloyalty) a series of Q&A’s with the leading figures behind some of the key entries in the report are being published. Here is a Q&A with Joel Burgess, co-founder, Nutrifix. How did the original idea come about? I started Nutrifix to “scratch […]

Read full story

Five theses about the future direction of grocery retailing

FMCG/retail sector is in a phase of transformation, the likes of which we have not seen before. Business stakeholders drive some of the changes while others are clearly coming from the outside. Business models nimble enough to adapt will thrive, while many others will be caught flatfooted and perish. Here are five theses for the […]

Read full story

Cutting waste begins at the shelf edge

Carrier bags, straws and single-use coffee cups have joined food waste on the growing list of concerns consumers have about the wasteful nature of much of today’s consumption. The UK wastes 10 million tonnes of food each year which has a value of over £17 billion, 60% of which could be avoided, and when you […]

Read full story

Movers & Shakers Q&A – Craig Smith, digital commerce director, Ted Baker

Craig Smith, digital commerce director, Ted Baker 1. What is the greatest opportunity for your business? Contrary to popular belief it’s not opportunity based upon other businesses not being around anymore as busy shopping destinations works for everyone. The big opportunities for us are around evolving our product offer in the right direction and wrapping […]

Read full story

Innovative Retailer – Iceland

Name: Iceland The Place: 900 stores across the UK and 23,000 employees. Can I just clarify so our readers don’t get worried – obviously this Iceland will be some kind of terribly modern and ironic ice cream brand or something: No But what I mean is: clearly we’re not talking about the old High Street […]

Read full story

Launch of ‘Digital Retail Innovations 2018 Report’ with Paul Wilkinson of Tesco Labs

Retail Insider was proud to launch the ‘Digital Retail Innovations Report 2018’ (sponsored by Webloyalty) with a special guest speaker Paul Wilkinson of Tesco Labs who highlighted some of the areas technology will likely have a significant impact on the retail sector. Guests from leading retailers and members of the report’s Advisory Panel gathered at […]

Read full story

Bravery can help retailers stand out

The recent news that Stella McCartney has bought back the 50% holding in her fashion business from global luxury goods company Kering will enable the company to much more easily continue with its preference for bucking conventional wisdom. Such actions help differentiate businesses and set them apart from the competition. Being able to take an […]

Read full story

Amazon performs strongly in Digital Retail Innovations 2018 Report

Amazon continued its dominance as one of the most innovative companies in the world today by taking three of the top ten rankings in the 2018 Digital Retail Innovations Report from Retail Insider, sponsored by Webloyalty. It’s Amazon Go and Amazon Logistics made the second and fourth places while Amazon Echo topped the list in first […]

Read full story

The delivery battle is heating up

Restaurants and foodservice operators of all shapes and sizes are either grappling with how to use home delivery to their best advantage or they are at the least being caught in the cross-fire as the rival aggregators and delivery firms suck in more consumers as they battle it out for dominance. From the point of […]

Read full story

Old models increasingly float customers’ boats

Books and vinyl records should have been consigned to the dustbin by now – brushed aside by the digital revolution – if the earlier forecasts were to have been believed. But they are having something of a renaissance in just the same way as the seemingly dead milkman is also having a bit of a […]

Read full story

Digital Retail Innovations Q&A: TotalCtrl

Leading up to the launch of the Digital Retail Innovations 2018 Report (sponsored by Webloyalty) a series of Q&A’s with the leading figures behind some of the key entries in the report are being published. Here is a Q&A with Charlotte Aschim, co-founder of TotalCtrl, which will feature in this year’s report for its work with […]

Read full story

Retailers need to realise potential of dynamic pricing to bring efficiencies to stores

Whenever my family finds itself in the Green Park area of London on a Sunday morning we invariably make our way to a nearby branch of a major name supermarket and buy a whole bag full of massively reduced sandwiches that have nearly reached their sell-by-date. While this is a great bonanza for us – […]

Read full story

Food markets drop anchor but some could run aground

Food halls and markets are springing up in a variety of locations but there is a worry that they are mistakenly being seen as the solution to the growing issue of empty retail units that blight the shopper landscape. Speaking at MAPIC Food & Beverage in Milan last week on a panel discussion titled ‘Food […]

Read full story

Blockchain highlights real provenance

We’ve all seen it written in stone that millennials are willing to spend more on products from companies committed to delivering both a positive social and environmental impact. It’s the rest of us that have damned the planet and the youngsters are seeking to address things. This comes at a time when there is a […]

Read full story

Movers & Shakers Q&A – Philippe Chainieux, CEO of Made

Philippe Chainieux, CEO, Made What is the greatest opportunity for your business? The market in furniture and homewares is seeing the same transition from high street to online that the fashion industry has gone through. As the digitally-native, leading design brand, MADE is best positioned to benefit from the opportunity the transition presents. What is […]

Read full story