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An Intelligent Shopping Experience

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

13/02/13

Sreeraman M.G Co-Founder addSale Retail Technologies ------------------------------------------------------------------------------------- www.addSale.com | Twi:er: @addSale | www.FB.com/addSale
An Intelligent Shopping Experience

{Why} {How} {What} {Who}


{of an intelligent shopping experience}

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Why How

do we need to bring in intelligence to shopping? Arent current shopping experiences good enough?

do we really enhance the shopping experience?

What Who

are the various parts of an intelligent shopping experience?

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

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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.
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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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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 -----------------------------------------------------------------------------------------------------------------

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

Showing social media comments in a screen in the shop resulted in 1. 2. 3. Customers perceiving brands as more innova@ve and a:rac@ve A measurable, posi@ve eect on sales on both the brand and the product in ques@on and 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.

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HOW?

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

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WHAT?

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


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

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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 Public Space
Ambience

Placement

Data

Informa3on

Informa=on Server Internet Kiosk

User

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The User
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

Public Space
Ambience

Informa3on

User Kiosk
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The User & the Kiosk


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

The Fear Vs Curiosity Game

User

Kiosk
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 rst o all put the user at ease
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The User & the Kiosk


Informa3on

Public Display
Curiosity of the user

User

Dont make the user look stupid in front of people Tell the user what the kiosk does Give clear instruc@ons. Dont mix marke@ng gimmicks with instruc@ons Dont show users errors to everyone by making stupid warning noises

Leverage the power of the most human of our characters

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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 ndings from a research conducted on this topic -----------------------------------------------------------------------------------------------------------------

An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces

EsbenWarming Pedersen & Kasper Hornbk (NordiCHI 12, October 1417, 2012, Copenhagen, Denmark

1. 2. 3.

Targets larger than 4 pixels (0.17 - 0.22 cm) touch input and mouse input performed equally fast. Ver@cal surfaces are operated more slowly than horizontal surfaces because users cannot support their arms Horizontal surfaces produce more errors than ver@cal surfaces. The reason for this is that on horizontal surfaces the angle between nger and surface (and thus the shape of the contact area) changes for dierent areas
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Research More Findings


An Experimental Comparison of Touch Interac=on on Ver=cal and Horizontal Surfaces
EsbenWarming Pedersen & Kasper Hornbk (NordiCHI 12, October 1417, 2012, Copenhagen, Denmark

----------------------------------------------------------------------------------------------------------------- 4. Smaller targets are more likely to be selected by the dominant hand as the dominant hand is preferred for ne grained ac@ons. 5. Dragging is more demanding than tapping as the nger 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

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The User & the public space


Public Space
Ambience

User

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The User & the public space


Public Space
Ambience

User
1. Condence 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
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The kiosk & the public space


Public Space
Placement

Public Display

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The kiosk & the public space


Public Space
Placement

Public Display
1. Loca=on - aects discoverability 2. Branding - acts as the extension of the brand into the public space
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The kiosk & the information server

Data

Informa=on Server Internet Public Display The informa@on server performs the following func@ons in the system 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
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WHO?
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Who are the stakeholder?


Brands & Retailers Touch screen manufacturers Plaqorm providers App Makers Digital Agencies

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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

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Macys Magic Mirror


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

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Touch Screen Manufacturers


Main manufacturers at Global level Samsung SUR40, Lenovo etc Touch screens are extremely expensive It is dicult to nd the Right technology at the right price

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Lenovo Coee table concept www.lenovo.com

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Platform Providers
Microsoj PixelSense Microsoj Surface (tablets) Intel works with Macys, Lego etc EMO2 Indian Startup

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h:p://www.emo2.com

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MicrosoY Pixel Sense Samsung SUR40


h:p://www.microsoj.com/en-us/pixelsense/default.aspx An Intelligent Shopping Experience 13/02/13 30

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 dicult 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

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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 Hornbk (NordiCHI 12, October 1417, 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

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