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Future Of Retail: Scanned Shoppers

Future Of Retail: Scanned Shoppers
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In an effort to reduce some of the guesswork involved in shopping, retailers are integrating customer recognition technologies into their store environments, providing highly tailored recommendations to consumers.

Piers Fawkes, PSFK
  • 3 august 2011

In our research for PSFK’s Future of Retail report, our consulting team realized that in an effort to reduce some of the guesswork involved in shopping, retailers are integrating customer recognition technologies into their store environments, providing highly tailored recommendations to consumers and treating each shopper as a distinct individual. Facial recognition software and body scanning kiosks connect a consumer’s age, sex, and true size with a retailer’s stocked inventory to offer detailed personal suggestions based on collected demographic information. The curation of choices helps eliminate the time and frustration of browsing for new products and trying on multiple selections, creating a more enjoyable in-store experience with all collected data eventually erased to mitigate customer privacy concerns.

MANIFESTATIONS OF THIS TREND:

Supermarket Kiosk Knows What You Want For Dinner

Full Body Scanning Kiosk Creates Custom Fit

Facial Recognition Technology Recommends Drink Selections In Japan

Ads Tailored Based On Recognized Demographics

Virtual Fitting Includes Live Access To Expert Advice

Digital Signage Recognizes Shoppers To Provide Intelligent Advertising

 

IMPLICATIONS/OPPORTUNITIES

From a bricks and mortar perspective, the winners are those retailers that can create apps that attract users into the store and then engage them even further.

— Tom Nealon, Group Executive Vice President, J.C. Penney

When customers know the right size to order online, or try on in the store, it helps to ensure a positive brand experience and continued loyalty.

— Tanya Shaw, Founder/CEO, mybestfit

The general trend towards mass customization and personalization is essentially a positive move and it will become the cornerstone of the top retailers customer experience.

— Tom McCann, Director, Retail Usability Research, Staples

Technology can recommend specific products that fit the bodies of individual consumers, building long-term relationships with consumers that adjust as they change.

— JD Spangler, VP, Category Development, HanesBrand

Marketing is about having the right product in the right place at the right price. If you can narrow down who the person is by a few attributes then you are that closer to targeting their wants and needs.

— Ashley Granata, Co-Founder & CMO, Fashism

These technologies can help reduce store staff levels required to facilitate customer experience through direct contact and refocus on the overall shopping experience.

— JD Spangler, VP, Category Development, HanesBrand

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