Digital Innovation Online - Part 2

Digital Innovation Online in 2010 and Moving Forward

Part 2

Brands are finding the online marketplace successful as they sell to a wider audience, are accessible 24 hours a day and will give their customers a better experience then they could give them instore due to more choice of products, applications and special features to let the consumer know more about the brand and to be able to shop in the comfort of their own homes. However physical stores still exist and below are some of the innovations we think have made a great impact to the physical store in 2010 and will enhance the experience in 2011.

In Store Kiosks

An in store kiosk is a robust, touch screen version of an eCommerce store. It lets consumers search for products, colours and sizes that aren’t on the shelves. Consumers are now spending more at kiosks than at tills and over 50% of transactions are self service, giving your consumers an easier shopping experience.

Scan & Shop and 2D Tags

Consumers are now keeping track of costs more than ever before. Tesco is planning to allow customers to have a handheld device that allows them to scan items as they shop. This device allows them to keep track of the cost of their shopping as well as saving time at the checkout service.

2D tagging services are also becoming popular allowing customers to scan barcodes on products from their mobile phones to gain information about the product. A well designed app can put amazing content into the consumers hand on demand which will engage the consumer whilst the purchase decision window is open.

Magic Fitting Rooms & Photo Booths

Magic fitting rooms entice customers to share products in the store with their friends and help the brand win new friends. By using multi touch mirrors with augmented reality and app technology, consumers will really have an interesting experience when shopping.

Store Previews

PSFK predicts that having live streaming of stores will let customers check online to see how busy it is before deciding to visit. This may prompt customers to shop online instead of visiting a busy store where their customer experience will be ruined by the crowds.

Google are currently giving shoppers an inside view of store interiors which gives customers a good idea of how the store is merchandised, and how big the store is. Mobile applications are also being made with directions for large stores so that customers can navigate around without the need for GPS.