Future Of Retail: Instant Show And Tell

This post is part of a PSFK Consulting project aimed at providing insight into the Future of Retail. Instant Show And Tell is one trend of ten that appears in our exploration of how technology and our senses play a role in the retail experience, both in and out of the store, from the perspective of brands, shoppers, retailers and communities.

Summary
Mobile social networks and connected in-store technologies are enabling shoppers to receive real-time feedback from friends and likeminded strangers. The availability of instant opinions and advice from peers is transforming even a solitary shopping trip into a more social experience and helping customers make more informed decisions about what they choose to buy.

Implications

• Consider adding wireless internet access to the retail environment, enabling customers to share information with the network of peers that is validating their purchase
• Include social networking into your retail site, allowing potential and existing customers to share things with others
• provide the tools for consumers to capture and share pictures and experiences in the retail environment
• allow customers to take photos in store

Supporting Examples For Instant Show And Tell

Store Camera Connects To Facebook
Diesel has installed a kiosk in some of their retail locations in Spain. each kiosk comes equipped with a Diesel Cam that allows shoppers to take pictures as they try on outfits. they can then post them online and ask their network of Facebook friends for their opinions on what styles look best.

Website Shows Only Clothing Your Friends Like
Levis has integrated Facebook functionality into their website, allowing users to “like” specific products and share their shopping decisions within their social network. the site can also be customized to show only those selections that have been “liked” by your peer group.

Ask The Community For Outfit Advice
GotryIton is an online community that allows users to upload digital photos of themselves wearing outfits they are considering purchasing. Users have the option to share the images with the entire community, or just their friends. once an image is shared, community members can vote on the outfit by saying “wear it” or “change it.”

Creating Videos To Share What You Buy
Haul videos typically feature young women sitting before a camera, itemizing their recent clothing and accessory purchases. they also share their opinions and tips on their video blogs, creating an active community of likeminded users where the most watched videos typically generate over 500,000 views on Youtube.

App Allows Real-time Groups To Form Anywhere
Apple is rumored to be working on a concept called iGroups, an application that would allow for the real-time formation of “groups” within one’s social networks using a shared location such as a store, concert or restaurant as the basis for privately sharing information. the application could help shoppers quickly discover nearby friends or contacts and solicit their advice on potential purchases or recommendations.

Online Services For Sharing Purchases Among Networks
Services like Blippy, Shop Social.ly and Swipely link with shoppers credit cards to enable them to easily share their recent purchases within their social networks, either automatically or through an opt-in service. as these services develop, they function as group recommendation engines for particular products. Brands might eventually be able to access this data and offer special promotions to particular users and their friends.

Request your free Copy Of The Future Of Retail Report here.

In just over 80 pages, PSFK Consulting provide an analysis of the Future of Retail. This free report explores a future from the perspective of brands, shoppers, retailers and communities – highlighting how technology and our senses play a role in the retail experience both in and out of the store. It features interviews with senior executives from Ace Hotel, Polyvore, Starbucks and Target. The trends identified within this document and the examples used to bring them to life are inspired by innovation from around the globe.