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Future Of Retail: In-Stories

Future Of Retail: In-Stories
Advertising

The use of mobile technologies like mobile tags within the retail environment help bring to life brand and product stories.

Piers Fawkes, PSFK
  • 2 august 2011

In our research for PSFK’s Future of Retail report, our consulting team realized that the use of mobile technologies like mobile tags within the retail environment help bring to life brand and product stories. The use of QR Codes and RFID present opportunities to develop stories around production practices, brand messages, product details and how-to’s. These narratives stand to create greater transparency that not only builds consumer trust but fosters loyalty through intimate connections and personal engagements.

MANIFESTATIONS OF THIS TREND:

Celebrity Tips Enhance The Retail Environment

User Guides Accessed With QR Codes

Additional Product Information By Way Of Personalized Video

Retail Store Integrates Mobile Phones For In-Store Purchases, Offline Delivery

Smart Augmented Reality Recognizes Objects, Layers Relevant Information

Vintage Products Employ QR Codes To Share Celebrity Stories

IMPLICATIONS/OPPORTUNITIES:

Don’t focus on the technology, focus on the benefits. Customers don’t care how barcodes work so put the technology in the background and the experience in the foreground.

— Paul Taylor, Director, Consumer Planning, Diageo

Consumers of all demographic segments are already accustomed to the online shopping experience, it’s now essential to deliver consistency across all points of contact for the consumer.

— Mike Milley, Manager, Design Research + Strategy, Samsung

The provision of additional information, customer reviews via devices such as small flat screen kiosks, QR codes or URLs, for high consideration products will become mainstream in the not too distant future. This type of functionality helps the customer feel more in control of the shopping and decision making process.

— Tom McCann, Director Retail Usability Research, Staples

Consumers are already interacting within retail environments using their smartphones so retailers need to offer better experiences in-store to capture and keep customers’
attention.

— Jonathan Hull, Director, Razorfish Emerging Experiences, Razorfish

Engage shoppers to inform, but also use these touchpoints as an opportunity to perform research, learning about product shortcomings and why customers didn’t select specific products after seeing product details.

— JD Spangler, VP, Category Development, Hanes

These narratives can create greater transparency that not only build consumer trust, but fosters loyalty through intimate connections and personal engagements.

— Scott Lachut, Director of Consulting, PSFK

 

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