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Future Of Retail: Gesture-Based Browsing

Future Of Retail: Gesture-Based Browsing
Retail

Retailers are using motion tracking to convert static retail fronts and in-store displays into interactive points of browsing.

Piers Fawkes, PSFK
  • 4 august 2011

In our research for PSFK’s Future of Retail report, our consulting team realized that retailers are using motion tracking to convert static retail fronts and in-store displays into interactive points of browsing that mimic the experience consumers can expect when shopping for merchandise in aisles and on sales racks. By leveraging this technology, retailers are giving consumers a personalized shopping experience without requiring them to interact with products directly, and often without having to enter a store.

MANIFESTATIONS OF THIS TREND:

Wave-Of-The-Hand Window Shopping

Interactive Ballerina Storefront Previews What’s Inside

Gesture-Based Retail Display Concept

Kinect Allows Users To Shop And Try On Clothes From Home

Kinect Hack Facilitates In-Store Browsing

Passers-By Invited To Virtually Paint The Glass

IMPLICATIONS/OPPORTUNITIES

In-store, gesture-based browsing can influence the consumer at the point they make the purchase decision. This technology can also help simplify complex buying decisions where the consumer needs to pick and choose options to configure a product.

— Jonathan Hull, Director, Razorfish Emerging Experiences, Razorfish

Retailers who offer gesture-based browsing can provide their entire online catalog, providing more choice, while taking up less space for inventory.

— Jeff Weiner, Commercial Director, PSFK

Technologies that involve customers in product selection and education offer retailers a behind-the-scenes benefit. The computer software that presents the information also captures consumers’ choices. This clickstream helps marketers and researchers better understand the wants and needs of their customers at an aggregate and at an individual level.

— Mike Wittenstein, Customer Experience Expert

Gaming and gestural interfaces will become necessary within retail to reach a younger demographic. Interactive content can have as high as a 53% increase in attraction rate over static signage and 11% increase in average revenue per customer.

— Jonathan Hull, Director, Razorfish Emerging Experiences, Razorfish

Retail
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